Retail liquor store marketers view borage basket size as a key strategy for increasing revenue. One of the most effective ways to do this is by leveraging impulse purchases – those unplanned add-ons that customers grab on a whim. Impulse buying is a powerful force: a commonly cited statistic estimates that it comprises anywhere from 40% to 80% of all retail purchases. This means that offering the right impulse items in your liquor store can capture significant extra sales that might otherwise be left on the table. While digital tactics like liquor store Google ads, liquor store Facebook ads, and even liquor store geofencing ads can drive more foot traffic to your shop, optimizing your in-store experience for impulse buys ensures that once customers are inside, they’ll spend more. In this article, we outline 8 effective impulse items to stock (and how to present them) to encourage last-minute purchases and increase each customer’s basket size. These recommendations are tailored for U.S. liquor store owners and backed by real-world data and examples. Let’s dive in!
Small bottles of liquor – often called nips, shooters, or airplane bottles – are a classic impulse buy in liquor stores. These miniatures are usually low-priced and conveniently sized, making them an easy “toss-in” item at checkout. Customers might grab a few out of curiosity (to sample new flavors), for gifting, or for a quick single serving. Because of their popularity, minis can contribute disproportionately to sales. For example, in Maine a surge in mini bottle sales saw volumes jump from 8.4 million bottles in 2016 to 12 million in 2017, and mini bottles of Fireball whiskey generated four times the revenue of full-size bottles in that state. This illustrates how lucrative these tiny bottles can be.
Placement is critical: display mini liquor bottles prominently near the register or in countertop bins so they’re in easy reach during checkout. A merchandising expert notes that mini bottles are “usually impulse buys for customers” and are best placed at the POS or on small freestanding to prompt last-second grabs. Consider organizing them in an acrylic case or dump bin for visibility. By keeping a variety of miniatures – from popular vodka and whiskey shooters to trendy liqueur flavors – you cater to customers looking for a quick experiment or an add-on gift. Each 50ml bottle added to a purchase nudges the basket total up, helping your store capture extra profit from what would otherwise be empty space.
The canned or bottled mixed drinks and hard seltzers that require no preparation have exploded in popularity in recent years. Many customers who come in for a bottle of liquor might also be tempted by a convenient canned cocktail or spiked seltzer as an impulse treat. The RTD category is “booming: predicted to grow by 12% between 2023 and 2027,” according to industry data. In other words, RTDs are one of the fastest-growing segmental beverages, so stocking them is a smart move. Shoppers may not plan to buy an RTD, but eye-catching cans in the cooler or near checkout can entice them – “Oh, I’ve been meaning to try this new craft cocktail in a can.”
To leverage RTDs as impulse items, dedicate a small cooler or shelf end-cap to single servings. Popular examples include canned margaritas and pina coladas, spiked sparkling waters, hard kombuchas, and canned wines. Spirits giants now treat RTDs as a strategic priority in part because these drinks attract customers seeking convenience. Place new or limited-edition RTDs in high-traffic spots with signage like “Try Me!” or “New Flavor” to grab attention. You can also cross-merchandise: for instance, position a display of cold canned cocktails next to the ice freezer or next to tequila and rum bottles to suggest a complete party solution. By making trendy single-serves visible, you’ll encourage customers to throw a few into their cart, increasing their total minimal effort.
Another effective way to increase basket size is to offer mixers and other non-alcoholic drinks that complement your liquor sales. When customers buy spirits for cocktails, they often realize they’ll need soda, tonic water, juice, or other with them. If your store carries these items, you transform into a convenient one-stop shop – saving the customer a trip to the grocery store and earning yourself extra revenue. Many shoppers appreciate this convenience and will pay a bit more to get everything in one place. (In fact, if you sell premium liquor, you should also set drinks and mixers to match the quality – shoppers will be comfortable paying a slight markup for the ease of not having to make another stop.)
Stock an array of quality mixers near your liquor selection or at checkout: think classic club soda, ginger ale, cola, tonic, and popular juices (orange, cranberry, pineapple) in personal sizes. Don’t forget trending options like ginger beer (for Moscow mules), craft tonic syrups, Bloody Mary mix, or even kombucha and coconut water for health-conscious cocktail enthusiasts. Energy drinks are another big one – placing a few cans of Red Buergy mixers near the vodka section can spark impulse pairings. By having these items readily available, you’ll catch those “oops, I need mixers!” moments that lead to unplanned purchases. You’ll also cater to non-drinkers in a group (offering sparkling water, sodas, etc.), which broadens your customer appeal. The goal is to position mixers so that as soon as a customer picks up a bottle of gin, for example, they see the tonic water and lime juice nearby and add them to their basket. This not only increases the immediate sale but also enhances customer satisfaction by simplifying their shopping experience.
Strategically placing snacks in your liquor store can work wonders for impulse sales. People buying alcohol – especially beer, wine, or hosting supplies – are often inclined to grab munchies to go along with their drinks. A customer who came in for a six-pack might suddenly crave chips or pretzels when they see them on display, or someone picking up a bottle of whiskey might decide some gourmet peanuts or beef jerky would complement an evening of drinks. These add-on sales can significantly raise the basket value with minimal effort.
Consider dedicating a small rack or shelf near the checkout or beer cooler for popular salty snacks. Options include single-serve bags of chips, pretzels, and popcorn, nuts and trail mixes, and cured meats like jerky or snack sticks. The sight (and even smell) of these goodies can trigger impulse hunger purchases. There’s a reason convenience stores do so well selling snacks alongside beverages – the combination is natural. You can replicate that in your liquor store. For example, you might place a stand of tortilla chips and salsa next to the tequila display (suggesting margaritas + chips and dip), or hang small bags of roasted nuts near the whiskey section (since whiskey and nuts pair nicely). Use signage to your advantage: a sign reading “Game Night Essentials – Don’t Forget Snacks!” can prompt a customer to add a bag or two. These items usually have healthy profit margins and long shelf lives, so they’re low-risk inventory. By reminding shoppers of “craveable” treats, you not only increase their spend now, but also potentially encourage longer stays (and maybe extra drinks) at their gatherings, leading them to restock sooner. In short, snacks and drinks go hand-in-hand – capturing that synergy will boost your sales.
On the sweeter side of impulse sales, candy and gum are proven winners across retail and work just as well in liquor stores. Many customers standing in line will grab a candy bar or pack of gum without much thought – it’s a small indulgence or a practical add-on. For liquor retailers, stocking a few candy options (like chocolate that pairs with wine, or mints for a fresh breath after tasting spirits) can easily pad the transaction total. Industry research underscores how strongly these items perform as impulse buys: 38% of U.S. consumers say gum is an impulse purchase “always” or “frequently,” and 51% say the same for single-serve candy.On top of that, more than one-third of candy and gum buyers say they’re influenced by what they see at the checkout register. These numbers tell a clear story: sweets sell themselves when placed in front of customers at the right moment.
For a liquor store, think about small chocolate bars (which pair wonderfully with red wine or whiskey), mints or gum (for customers on-the-go or heading to social events), and even premium or quirky candy that fits an “adult” palate (like dark chocolate with sea salt, or cocktail-flavored candy gummies). Around holidays, you can stock seasonal candy – for instance, mine bottles filled with candy around New Year’s, or chocolate hearts near Valentine’s Day – to tie into the theme and spark gift purchases. Place these items at eye level near your checkout counter. A bowl of mini candy bars by the cash register, or clip strips of gum packs hanging by the queue, will catch eyes. The key is to offer treats that feel like a reward or a useful addition (fresh breath!) as people conclude their shopping. Each pack of candy or gum might only add a couple of dollars to the sale, but in aggregate, these impulse confections can noticeably lift your store’s daily revenue.
Many customers visiting a liquor store are not just looking to buy beverages; they’re looking to enjoy an experience – whether it’s mixing cocktails at home, tasting a fine whiskey, or gifting a classy bottle of wine. That’ing bar accessories and glassware can be a highly effective impulse strategy, as these items complement the alcohol purchase and enhance the enjoyment of it. By placing affordable, useful accessories near relevant sections, you can prompt customers to equip themselves (or grab a quick gift item) while they’re already in buying mode.
Some top-performing bar accessories include: bottle openers and corkscrews (a must-have and easy upsell near beer or wine aisles), wine stoppers and pourers, cocktail shakers, jiggers and strainers for the budding mixologist, and even novelty items like fun shot glasses or koozies. Basic bar tools are “necessary items that can help increase your liquor store revenue” because shoppers appreciate not having to go elsewhere for them. For example, if someone is buying a six-pack of craft beer, a $5 branded bottle opener hanging nearby is an easy add-on – “Oh right, I could use an extra opener for the cooler.” Likewise, a customer picking out a nice bottle of wine may spring for a new aerating pour spout or a couple of elegant wine glasses placed enticingly on an endcap.
Glassware like shot glasses, whiskey tumblers, or wine glasses can also move well as impulse buys, especially if they have attractive designs or logos of popular liquor brands. Consider creating a small “Home Bar Essentials” display: a shelf or counter space with an array of these accessories, ideally positioned near the checkout or adjacent to the liquor they pair with (e.g., a mini section by the bourbon shelf with whiskey stones, rocks glasses, and a mixing spoon set). As one retail tip notes, “Many customers have home bars that need to be stocked, and making your liquor store a one-stop shop for these items can greatly improve sales.”. By anticipating what complements your core products, you’ll not only increase basket sizes but also build goodwill – customers remember that your store had everything they needed in one trip.
Sometimes customers walking into a liquor store are on their way to a party or celebration. By offering party supplies and small gift items as impulse buys, you can cater to these needs and drive additional revenue. These items save shoppers a separate trip and are often high-margin products. For instance, if someone is buying beer for a party, they might realize at checkout that they also need plastic cups or a deck of cards for the gathering. Likewise, a customer picking up a bottle of champagne as a gift might love to add a greeting card or gift bag on the spot. Having these available is both a convenience play and a basket booster.
Common impulse-friendly party supplies include disposable cups (e.g., the iconic red Solo cups often associated with parties), shot glasses or ping pong balls (for drinking games like beer pong), corkscrews or lighter sticks (many people forget a lighter for candles or cigars), and even novelty items like birthday candles or balloons if your space allows. One liquor store best practice is to stock hangover remedies at checkout – packets of pain relievers, electrolyte powders, or “morning recovery” drinks – because customers heading to a big night out might snag them as a forward-thinking add-on. (In fact, the U.S. market for hangover cure products is on the rise, valued at over $500 million in 2024 and growing ~14% annually, reflecting strong demand.) By placing single-dose hangover tablets or recovery shots near the register with a sign like “For Tomorrow – We’ve Got You Covered,” you not only get a chuckle from customers but also an extra $3-$5 per transaction when they add one.
For gift-oriented purchases, position a small gift center around the checkout area: wine gift bags, ribbon, greeting cards, or those small wine charms and bottle stopper stuffers. Since alcohol itself is a hugely popular gift (surveys show 60.6% of holiday alcohol shoppers purchased alcohol specifically to give as a gift), catering to gift givers is crucial. If someone comes in to buy a nice bottle for a friend’s birthday and you have a $2 gift bag and a $3 greeting card right there, chances are high they’ll grab those instead of stopping at a card store. It’s added value for them and more dollars for you.
Finally, don’t overlook seasonal party items. In summer, little impulse items like koozies, sunscreen packets, or bug spray (for outdoor barbecues) can make sense in a liquor store. In winter holidays, festive bottle ornaments, holiday-themed shot glasses, or pre-packaged gift sets of mini liquor bottles can fly off the shelves. Keep an eye on what customers ask for – if people frequently inquire about corkscrews or ice, ensure you stock it and place it visibly. The idea is to anticipate the needs that go hand-in-hand with buying alcohol for events and make it effortless for shoppers to add those to their cart.
Our final category of impulse items is a bit unique: it’s about leveraging samplers, small trial packs, and limited-time specials to encourage customers to tack on a new product to their purchase. Human curiosity is a powerful driver of impulse buying – shoppers often can’t resist the chance to try something novel, especially if it’s a low commitment. Liquor stores can use this to their advantage by offering things like build-your-own six-packs, mini sampler packs, or limited-edition items near the checkout.
One approach is to create a “mix-and-match mini sampler” basket. For example, have a basket with an assortment of mini whiskey or tequila bottles (or tiny wine bottles) with a sign: “Pick 3 for $10 – Find a New Favorite!” This not only moves more product but gives customers a feeling of getting a deal and an experience. Breweries and distilleries often produce small sampler gift sets (like a box of 4 different craft beers or a trio of 50ml liqueurs); these can be placed on endcaps as great gift ideas or self-treats. Also, if your inventory allows, consider selling single cans or bottles from larger packs at a slight premium – for example, a single can from a craft beer 4-pack – so customers can try one without buying the whole pack. Many craft beer enthusiasts love single-can options (or creating custom six-packs) so they can taste a variety; this not only satisfies them but tends to increase the total number of items they buy.
Another tactic is leveraging seasonal or limited-edition bottles. If a special edition whiskey comes in, or craft beer (think pumpkin ale or Christmas stout), highlight it near the register with a tag “Limited Release – Get It Before It’s Gone.” Even if the customer came for something else, seeing a rare find can trigger an impulse splurge. This plays into FOMO – the fear of missing out – which is a real psychological lever in impulse buying. Customers think: “I wasn’t planning on buying this, but I might not see it again if I don’t grab it now.”
Lastly, samplings and small discounts can encourage impulse picks. Some U.S. liquor stores (where laws allow) host tasting tables where customers can sample a new wine or spirit in-store. This often directly translates into sales of that product on the spot. Even if you can’t offer tastings regularly, you could do a “Featured Product of the Week” at checkout with a small discount sign (e.g., “This Week: 10% off Local Craft Gin – Try It Today!”). The perception of a deal or a recommendation can tip a customer from browsing to buying. According to one hardware retail study, simply displaying an item in a special way or as a staff pick can boost impulse sales because it draws attention and frames it as something worth considering. So, use that power: rotate in interesting new items, clearly mark them, and watch as customers add them to their basket out of sheer curiosity or opportunism.
Stocking impulse items is only half the battle – how and where you present them in your store is what truly unlocks their sales potential. Here are some quick best-practice tips for merchandising these items:
By carefully curating your impulse offerings and continually refining your approach, you turn each square foot of your store – especially near the checkout – into a revenue generator. Remember, these small sales add up significantly. An extra $5 per customer may not sound like much, but multiply that by hundreds of customers per week, and you’re looking at substantial growth.
To illustrate how impulse items can drastically increase sales, let’s look at a couple of real scenarios:
These examples underscore how impulse items, though small individually, can collectively make a big impact on your sales and customer satisfaction. The key is understanding your customers’ needs and behaviors, and then meeting them with the right product at the right moment.
Impulse items in liquor stores are much more than trinkets by the register – they’re strategic tools in your retail arsenal. When done right, they enhance the customer experience (by providing convenience, meeting unspoken needs, or delighting with fun finds) and significantly boost your revenue per visit. As we’ve discussed, the eight categories above – from mini bottles to mixers, snacks to accessories – can all play a role in nudging that indecisive customer to say “yes” to one more item. In an age where consumers are increasingly value-conscious, impulse buys still thrive by appealing to emotional, immediate needs and desires. In fact, nearly three out of four Americans make purchases impulsively, so tapping into that behavior is simply smart business for a liquor store owner.
However, merely stocking impulse items isn’t enough; continually marketing them is important too. This is where partnering with a specialized agency like Intentionally Creative can amplify your results. Intentionally Creative (led by liquor marketing expert Alden Morris) understands the nuances of liquor retail and can integrate your in-store strategy with your online presence. For example, they can run liquor store Google ads promoting your store’s selection (maybe an ad that highlights “One-Stop Liquor & Mixers Shop – Everything You Need in One Trip!”). They can craft liquor store Facebook ads showcasing your curated impulse item displays or seasonal gift bundles. They might even use geofencing ads to target customers near your store with a message like “Thirsty? Stop in for craft beer and grab a free koozie with purchase today only!” – driving both foot traffic and impulse promotion. The seamless blend of digital marketing and in-store optimization ensures you’re covering all bases.
Finally, let’s talk about the bottom line: increasing basket size through impulse items directly grows your profits without necessarily increasing your customer count. It’s about maximizing each opportunity. As a liquor store owner, you’ve already invested in getting the customer through the door; now make each visit as lucrative as possible by anticipating what else they might want. Monitor trends, listen to customer feedback, and don’t be afraid to experiment with new impulse products. Some will stick, some won’t – and that’s valuable learning. Over time, you’ll have a finely tuned selection that practically sells itself.
If you’re eager to implement strategies like these and take your store’s performance to the next level, consider reaching out to experts who specialize in liquor store marketing. Our agency, Intentionally Creative, has a decade of experience helping liquor stores across the U.S. dramatically grow their sales (often by 20% or more in just a few months). We know the industry inside and out – from impulse merchandising tactics to advanced digital campaigns – and we’re here to help your business thrive. Partnering with a specialized liquor store digital marketing agency can accelerate your growth, turning insights into action that boosts your bottom line.
Don’t wait to start seeing results. Visit our website or Intentionally Creative’s homepage to schedule a free consultation. Let’s work together to transform those small impulse buys and savvy marketing moves into significant revenue gains. With the right strategy and support, your liquor store’s sales can reach new heights in the next six months. The potential is sitting on your counter – let’s unlock it!
