The Ultimate OND Holiday Sales Playbook for Wineries
9 proven strategies to maximize Your October, November, December revenue
October, November, and December (OND) are the biggest sales months of the year for your business, and if done right, not just for short-term gains. This is your prime window to capture new customers, increase average order value, and build relationships that carry into the new year.
For many beverage alcohol businesses, OND can represent 30–40% of annual sales. The reason? Peak holiday spending meets perfect timing, gatherings, corporate gifting, and a growing preference for wine purchases create a massive opportunity.
The businesses that win the season don’t just survive the rush, they plan ahead, market smart, and execute flawlessly.
1. Start early and build holiday momentum
While many of the sales will take place in OND, August and September are nearly the most important months as this is when your planning and preparations take place.
Suggested timeline:
August: Create strategy, attend Vinoshipper’s webinar, prep inventory, create holiday multipacks, update website
September: Launch holiday messaging, start early-bird email campaigns, highlight your harvest underway, create excitement
October: Begin promotions and holiday gifting reminders
November: Double down on holiday promotions, stay at the top of mind of your followers, remind them of your club benefits
December: “Last chance” ground shipping + expedited options, Local pickup, 2-day, and next-day shipping
Pro Tip: Offer early-bird discounts for orders before Thanksgiving to spread out fulfillment and reward early shoppers.
2. Sell more with multipacks and gift bundles
Multipacks solve the “What should I buy?” problem and increase average order value.
Bundle ideas:
Holiday Dinner Trio (white, red, dessert wine)
Local Partnership Packs (cider + artisan cheese, chocolate, or jam)
Experience Bundles (mead + tasting or event tickets)
Corporate Gift Sets (wine + branded glassware or accessories)
Sales tips:
Create gift guides by price using custom catalogs (“Under $50,” “$75–$150,” “Luxury $150+”)
Write descriptions that speak to the recipient (“For the dinner host,” “For your wine-curious friend”)
Place multipacks at the top of your online store for visibility
3. Create urgency with limited editions
Scarcity sells, especially during the holidays.
Ideas:
Limited-edition holiday labels or seasonal artwork
Small-batch reserve sets available only during OND
Vintage verticals for collectors
“Only 50 cases available” messaging + countdown timers
4. Turn holiday buyers into wine club members
The biggest win isn’t the one-time sale, it’s converting customers into year-round club members.
How:
Offer gift memberships (for a set term or ongoing)
Use your POS to capture customer data during busy tasting room days
Follow up in January with special events, virtual tastings, or member previews
Focus on education and experience, not just hard sell
5. Master holiday shipping logistics
Weather delays and carrier capacity can derail holiday deliveries, plan ahead.
Best practices:
Check destination weather before shipping
Communicate proactively about holds or delays
Offer local pickup options
Use your site’s announcement bar for shipping updates
6. Tap into corporate and group sales
B2B gifting can be a massive holiday revenue source.
Steps:
Create a dedicated Corporate Gifting page
Offer bulk order import for 20+ shipments
Emphasize your ability to handle multiple shipping addresses and professional packaging
Contact corporate clients by early September as they plan months ahead.
7. Optimize your website for holiday sales
Your website is your primary holiday salesperson, make it count.
Must-haves:
Holiday gift section above the fold
Multipacks prioritized in product listings
Mobile-friendly design + fast load speeds
Extra conversion boost:
Create dedicated landing pages for specific collections, using custom catalogs (“Holiday Wines Under $50,” “Corporate Gifts,” “Local Favorites”) so shoppers don’t have to scroll through your entire catalog.
8. Use smart, seasonal marketing campaigns
Marketing tools to use:
Email automation (Mailchimp) for targeted promotions
SMS alerts (SimpleText) for deadlines and new releases
Social media countdowns to shipping cutoffs
Early access for wine club members
Messaging tips:
Highlight real shipping deadlines
Showcase exclusive holiday products
Share behind-the-scenes content for authenticity
9. Prep your team and operations
A smooth holiday season requires back-end readiness.
Checklist:
Confirm inventory accuracy
Update email templates
Train staff on the POS
Test your entire ordering process on mobile
Bottom line: Win the holidays, win the year.
OND is your best chance to grow revenue and your customer base. With early preparation, compelling bundles, limited editions, and strategic follow-up, you can turn holiday buyers into loyal fans.
Want to learn exactly how to execute these strategies?
Join Vinoshipper’s Holiday Marketing Playbook Webinar on August 28th for a step-by-step guide.
The holidays are coming fast. Your competition is already preparing—make sure you’re ahead of them.