Every November, the American Beverage Licensees (ABL) and licensed beverage retailers across the country come together to celebrate National Package Liquor Store Month. It’s a time to recognize the enormous economic impact that off-premise alcohol retailers have on local communities and the broader US economy — and to kick off what is historically the busiest selling season of the year for liquor store owners.
What Is National Package Liquor Store Month?
National Package Liquor Store Month — also known as PLS Month — was established by the American Beverage Licensees to celebrate the role that independently owned, off-premise beverage alcohol retailers play in the US economy. Package stores (a term used in many states to refer to liquor stores that sell sealed, take-home bottles) represent a significant portion of total alcohol sales in the country and employ hundreds of thousands of Americans nationwide.
The celebration highlights the economic contribution of these businesses and the communities they serve. According to the ABL, off-premise retailers are responsible for over $42 billion in direct economic impact, more than $16 billion in state, local, and federal taxes, and over 565,000 direct jobs in the United States — paying their employees more than $18 billion in annual wages and benefits.
Why November Matters for Liquor Store Owners
November isn’t just the month of PLS Month — it’s also the start of the most important selling season of the year. From Thanksgiving through New Year’s, liquor stores typically see their highest transaction volumes of the year. Holiday gift sets move fast. Hosting occasions drive sales of wine and spirits. Seasonal beers and limited releases create buzz and foot traffic.
For store owners, this means the weeks surrounding PLS Month are a critical time to have your operations running as smoothly as possible. Staffing, inventory, promotions, and checkout speed all need to be dialed in before the holiday rush hits.
How to Make the Most of the Holiday Season
The best liquor store owners treat November as a launchpad. Here are a few ways to set your store up for a strong holiday season:
- Stock up early. Review your sales data from previous holiday seasons and use it to anticipate what will move fastest. Build your orders before supply gets tight and shelf space fills up.
- Set up holiday promotions in advance. Use your liquor store POS system to schedule automatic discounts, bundle deals, and holiday pricing well before the rush begins.
- Reward your loyal customers. The holidays are an ideal time to activate your customer loyalty program with bonus points events or exclusive deals for repeat shoppers.
- Train your staff. If you’re adding seasonal staff for the holidays, make sure everyone is trained on your POS system, age verification procedures, and your return policy before Thanksgiving week.
- Audit your inventory now. A physical inventory count in early November gives you a clean baseline before the season kicks in, making it easier to track movement and catch discrepancies in real time.
Celebrating Your Team and Your Customers
National Package Liquor Store Month is also an opportunity to show appreciation — for your team who works hard year-round, and for the loyal customers who choose to shop local. Simple gestures go a long way: a staff appreciation event, a social media post recognizing your longest-tenured employees, or an in-store promotion to thank regular shoppers for their loyalty.
Independent liquor retailers are the backbone of the beverage alcohol industry. PLS Month is a reminder of that — and a chance to celebrate what your store means to your community.
Make This Your Best Holiday Season Yet
mPower Beverage helps package stores run at their best during the busiest time of year. From real-time inventory management to automated promotions and customer loyalty tools, our liquor store POS platform is built for the demands of beverage retail. Request a free demo and start the season strong.