Top 10 Most Popular Holidays for Alcohol Delivery

Planning ahead for 2024's biggest days for alcohol sales can help position your restaurant or liquor store as the go-to business for festive alcoholic beverages.

11 min read

Restaurants and liquor stores can prepare for busy holidays throughout the year to make the most of opportunities for alcohol sales. Discover the most popular holidays for alcohol delivery in the US based on DoorDash data, as well as ways your business can promote these occasions in 2024.

Methodology: We examined DoorDash Marketplace data in the US from 2023 to reveal which holidays generated the most alcohol delivery orders from restaurants and liquor stores. To capture accurate insights, we adjusted for stores open during this time period (i.e., stores that had at least $50 in sales on the given day).

What is the biggest day of the year for alcohol sales?

Christmas is the most popular day of the year for alcohol deliveries based on 2023 DoorDash data. Celebratory drinks have been a part of this holiday for centuries, but in recent years, the options for alcoholic beverages have become more varied and festive. 

Christmas brings people together, resulting in a big day for alcohol delivery as friends and family gather for parties and get-togethers at home.

What are the busiest holidays for alcohol delivery?

Staffing up and offering alcohol delivery ahead of big holidays where drinking may occur can help restaurants and stores capitalize on sales opportunities. To help you prepare for 2024, here are the ten biggest holidays for alcohol deliveries in 2023 — based on the average number of alcohol deliveries with DoorDash per open US restaurant or store location:

1. Christmas (December 25): According to DoorDash data, Christmas is the most popular holiday for alcohol delivery. This is no surprise as it's a time when family and friends come together to celebrate and enjoy the festive season. The cold weather can also play a factor, as consumers seek a convenient option to stock up on drinks and alcohol gift sets for holiday celebrations.

2. New Year's Eve (December 31): New Year's Eve is the second biggest holiday for alcohol delivery, and since it happens in the middle of winter after a busy holiday season, many people are happy to stay home and have their libations delivered. Since drinking champagne is a common way to celebrate, consider specials that cover a range of bubbly options — from prosecco to brut champagne to sparkling rosé. 

3. Thanksgiving (fourth Thursday in November): Third on the list is Thanksgiving, when traditional celebrations often include family and friends gathering for a dinner of roast turkey with all the fixings, sharing gratitude over food and drinks.

4. Christmas Eve (December 24): Christmas Eve is the fourth most popular day for alcohol delivery as eager families and friends get ready for the main event the next day. 

5. Thanksgiving Eve (Wednesday before Thanksgiving): As families and friends return home for the winter holidays, the day before Thanksgiving has become the fifth most popular day for alcohol delivery.  

6. Black Friday (Friday after Thanksgiving): Black Friday is the sixth biggest day for alcohol delivery on DoorDash, as families continue their Thanksgiving celebrations (and perhaps snag a few deals with retailers).  

7. Independence Day (July 4): Coming in at #7, July 4th celebrations may entail summer drinks, colorful cocktails, or craft beers. Americans spend $3 billion on the 4th of July on beer and wine, so launching an alcohol promotion ahead of this holiday is a smart move for restaurants and liquor stores.

8. Cinco de Mayo (May 5): Break out the tequila for this holiday, which has been celebrated since Mexico's victory over France in the Battle of Puebla in 1862. To reach customers looking for a festive Cinco de Mayo drink, consider adding a selection of Mexican beers or to-go margaritas to your alcohol delivery menu.

9. Labor Day (First Monday of September): Widely recognized as the last holiday weekend of summer, Labor Day, coming in at #9, typically involves outdoor BBQs and pool parties that pair well with light beers and trendy ready-to-drink cocktails.

10. Halloween (October 31): Halloween, known for its spooky festivities and costume parties, ranks as the tenth busiest holiday for alcohol delivery. From themed cocktails to seasonal brews, customers seek out libations to enhance their Halloween celebrations, making it an opportune time for alcohol promotions and special offers.

While they didn't crack the top ten, St. Patrick's Day, Father's Day, Memorial Day, Easter, Mother's Day, and Valentine's Day appeared in spots 11-16, respectively, for 2023's biggest days for alcohol delivery on DoorDash. 

Restaurants and liquor stores can also leverage these holidays to celebrate one of the most innovative alcohol trends to come about in recent years — the increasing popularity of low- or no-ABV drinks. As this movement grows, consider adding interesting mocktail or non-alcoholic alternatives to your delivery menu so customers looking to lower their alcohol intake can still enjoy a delicious adult beverage. 

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When is National Margarita Day (and other alcohol-related holidays)?

As a restaurant or liquor store owner, have you ever opened up Instagram to see that you missed National Margarita Day (February 22, 2024)? Avoid missed opportunities by keeping track of these lighthearted holidays celebrated on social media. 

To make the most of these celebrations and promote alcohol sales responsibly, choose holidays that align with your everyday beverage offerings. You can start by marking these alcohol-related holidays on your calendar:

  • National Beer Day - April 7, 2024

  • National Mimosa Day - May 16, 2024

  • National Rosé Day - June 8, 2024

  • National Martini Day - June 19, 2024

  • National Piña Colada Day - July 10, 2024

  • National Mojito Day - July 11, 2024

  • National Tequila Day - July 24, 2024 

  • National IPA Day - August 1, 2024

  • National Vodka Day - October 4, 2024

  • National Sangria Day - December 20, 2024

Download the 2024 Restaurant Marketing Calendar & Toolkit — featuring a calendar of 270+ national food and beverage holidays to celebrate on social media — to plan ahead and get a tailored promotion ready to incentivize customers. 

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Offer convenience with responsible alcohol delivery 

DoorDash's Alcohol Online Ordering Trends Report demonstrates the growing demand for alcohol delivery, with 54% of survey respondents preferring online shopping for alcoholic beverages and 69% saying they place alcohol online orders at least monthly.

Holidays are busy times, so offering alcohol delivery makes your customers' party planning easier. Adding alcohol to your menu provides a convenient way for people to purchase from you, and can help increase your profit margin. DoorDash's industry-leading safety guardrails help ensure that alcohol deliveries are done safely and responsibly. 

Omar Korin

"If you're considering signing up for alcohol delivery with DoorDash, do it. DoorDash brings you new customers from outside your regulars, and it's extra revenue for your business. It's allowed us to invest in a new refrigeration unit to help keep our delivery orders cold."

Omar Korin, Owner, Savemore Market & Liquors

For more insights, download this report from DoorDash and Technomic to learn how restaurants can improve delivery profitability and stay ahead of consumer demands for convenience with alcohol delivery.

Promote holiday sales by offering alcohol delivery

Liquor stores and restaurants can benefit by being aware of the top holidays for alcohol delivery. Taking the time to incorporate these special occasions into your marketing strategy brings new opportunities for unique promotions and campaigns. 

Whether you're an alcohol retailer or a restaurant, DoorDash can help you add alcohol to your delivery menu to reach more customers and boost profits.


Sara DeForest
Sara DeForest


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