Popular holiday sales days—Black Friday and Cyber Monday—proved to be profitable for the Virginia Department of Alcoholic Beverage Control (ABC) this year. Preliminary results indicate that 2015 Black Friday sales were $6,327,040, an increase of $707,890 or 12.6 percent over the previous year’s Black Friday sales of $5,619,150. Online Cyber Monday sales, a first for Virginia ABC, represented a more than 1,000 percent increase over the best weekly total of online orders in the previous three months since its launch.
On the celebrated shopping day that follows Thanksgiving, all Virginia ABC stores offered an in-store 10 percent discount off any purchase totaling $50 - $74.99, and a first-ever 15 percent discount off any in-store purchase totaling $75 or more (pretax, with lottery and gift cards excluded). The in-store discount applied to any of Virginia ABC’s more than 2,800 products. The sale did not apply to licensee purchases.
Also on Black Friday, Virginia customers could enter online or in any of ABC’s 353 stores statewide to win a $25 ABC gift card, which will be awarded to 250 winners in January 2016. No purchase was necessary to enter the gift-card drawing, and only Virginia residents are eligible to win.
Virginia ABC offered its first Cyber Monday sale on Nov. 30, the Monday following Thanksgiving. On that day, hundreds of customers ordered bottles of distilled spirits online (www.abc.virginia.gov) for pick up at an ABC store and enjoyed the same discount—a 10 percent reduction off purchases totaling $50-74.99 (pretax) and a 15 percent discount off purchases totaling $75 (pretax) or more.
For the first time since Virginia ABC began offering Black Friday discounts five years ago, it launched a modest advertising campaign announcing its discount offerings leading up to Black Friday and Cyber Monday, which clearly contributed to the increased sales activity for both days.
“We are pleased with the results which underscore our dedication to providing excellent customer service and building revenues for the commonwealth,” said Virginia ABC Chairman Jeffrey Painter. “We are also proud of the launch this year of Virginia ABC’s new website enabling online ordering, which allowed us to offer the Cyber Monday discounts to our customers.”
The Virginia Department of Alcoholic Beverage Control (ABC) is a major source of revenue for the commonwealth, contributing more than $1.8 billion to the general fund in the last five years. The agency currently operates 354 state stores. Its Bureau of Law Enforcement oversees more than 16,000 ABC licensed establishments while the Hearings and Appeals Division considers more than 700 cases each year. The agency also provides alcohol education and prevention programs for people of all ages. ABC is committed to progress and innovation in carrying out its control, service and revenue mission.
Virginia ABC Sees Record Black Friday and Cyber Monday Sales