New Year’s Eve Demand Trends for C-Stores Selling Online

New Year’s Eve has become one of the most operationally distinct days of the year for convenience retailers offering e-commerce and delivery. Reviewing historical ordering behavior from 2021 through 2024, several consistent patterns emerge around product mix, basket composition, and timing. These trends stand out from a typical operating day and point to clear opportunities for retailers who plan ahead.

Compared to the days immediately before New Year’s Eve, digital ordering activity reliably increases. Orders rise by roughly 12 percent, revenue per store increases by nearly 14 percent, and average order value climbs by around 15 percent. The increase in basket size suggests customers are shopping for group settings rather than individual convenience trips.

Because orders are larger and more intentional, execution issues such as out-of-stocks or delayed preparation tend to have a greater impact on both customer satisfaction and total performance.

Category Demand

New Year’s Eve demand concentrates heavily in a small set of categories tied to celebrations and late-night gatherings. The most popular categories consistently include:

1. Ready-to-drink (RTD) cocktails, accounting for roughly one-third of digital revenue
2. Energy drinks, driven by large-format cans and multipacks
3. Soda and soft drinks, primarily used as mixers or group beverages
4. Beer, including both craft and value brands
5. Salty snacks, especially shareable or bold-flavored options

Customers are preparing for or extending a party, not browsing casually. Retailers that prioritize availability and depth in these categories tend to perform better than those focused on assortment breadth.

Item-Level Insights

Looking at individual products, best-selling items fall into a predictable mix of ready-to-drink alcohol, energy drinks, and snacks. Examples of top-performing items include:

• Ready-to-drink cocktails such as Monaco varieties and similar canned options
• Large energy drinks from brands like Red Bull and Monster
• Salty, shareable snacks such as Takis and core Frito-Lay products

These items frequently appear together in the same basket, which helps explain the higher average order values seen on New Year’s Eve. This also creates a clear opportunity for curated groupings or bundles that reflect how customers are already shopping.

When Customers Order

New Year’s Eve demand does not follow a normal daily curve. Ordering behavior clusters into distinct dayparts that are consistent year over year:

• Pre-party preparation from roughly 10 p.m. to midnight
• Post-midnight demand from about 3 a.m. to 7 a.m., which represents the strongest ordering window

The post-midnight and early-morning surge is especially important. Customers continue ordering well after celebrations begin, often choosing delivery over making another trip out. Retailers that reduce staffing or availability overnight frequently miss this demand.

Operational Implications for Retailers

Inventory planning should emphasize high-velocity party items and account for a 15 percent increase in digital volume. Staffing should align with ordering patterns, particularly from midnight through early morning, even if in-store traffic appears slower.

Digital execution also plays a critical role. Menus, pricing, and availability should be reviewed and finalized ahead of the evening rush to minimize manual changes during peak hours. Merchandising that highlights party-oriented items and simple groupings helps customers complete orders quickly and confidently.

The Takeaway

New Year’s Eve e-commerce demand is driven by urgency, group purchasing, and late-night ordering behavior. Customers spend more per order, concentrate purchases into a narrow set of categories, and continue ordering well after midnight.

These patterns have remained stable over multiple years. Retailers that plan intentionally around inventory, staffing, and digital readiness are better positioned to capture demand while avoiding unnecessary operational stress.