Holiday Summary
PERIOD 9 November 5 - November 25
PERIOD 10 November 26 - December 30
Seasonal Themes
Time together is what brings out the genuine holiday cheer in all of us. From long-awaited reunions and festive feasts to some quiet time by the fireplace, each and every joyous moment with loved ones is worth toasting. And, with renewed excitement around finding and giving the perfect gift, the LCBO will continue to secure our position as THE gifting and entertaining destination. So, if you’re looking for a special gift to celebrate time spent with family and friends, look no further than the LCBO. With a focus on seasonal gift packs and products, customer favourites and premium selections, the LCBO offers the perfect choice for all your gift and entertaining needs.
Gifting will continue to be the primary focus. Entertaining solutions will be secondary.
Lead Categories: Vintages, Spirit Shops (Whisky Shop), Liqueurs, Cognac
Occasions & Observances
| Core Sales & Gifting Occasions | Diversity, Inclusion, Belonging & Equity (DIBE) & Support Occasions | |
| P9 | CFL Grey Cup in Hamilton (November 19) Black Friday (November 24) | Remembrance Day (Saturday, November 11) Diwali (November 12) |
| P10 | Cyber Monday (November 27) Christmas (Monday, December 25) Boxing Day (Tuesday, December 26) New Year’s Eve (Sunday, December 31) | Giving Tuesday (November 28) Hanukkah (December 7-15) Kwanzaa (December 26 - January 1) |
| Spirit of Sustainability Focus & Fundraising Campaigns | Aeroplan Promotions | Ecommerce Promotions | Food & Drink | |
| P9 |
Gifts of Impact / | ONLINE & IN-STORE: Black Friday/Cyber Monday (November 24 - 27) ONLINE & IN-STORE: Member Appreciation Contest | Week-long Black Friday / Cyber Monday Sale | Holiday Release |
| P10 | Children’s Hospital & | ONLINE & IN-STORE: Partnership Contest Opportunity |
|
ALSO HAPPENING IN HOLIDAY:
Holiday Gifting Program (Gift Cards and Gift Packaging)
| DISPLAY | PRODUCT FOCUS | |
| Period 9 | Period 10 | |
| Feature Fixture A | Holiday Gifts Program (Not Sold) | Holiday Gifts Program (Not Sold) |
| Feature Fixture B (New & Seasonal) | Holiday Gifts Program (Not Sold) | Holiday Gifts Program (Not Sold) |
| Cocktail of the Month (EA 1) | Rum: Bumbo | Cream Liqueur: Creamy Chai |
| Entrance Table | Spirits | Spirits |
| Mini Thematic A | Aged Spirits Gifts | Premium Spirits Gifts (All Play) |
| Mini Thematic B | Sparkling/Champagne Gifts | Sparkling/Champagne Gifts |
| Front Nesting Table | Spirits | Spirits |
| Middle Nesting Table | Popular Holiday Wines | Vintage Essentials |
| Beer Block Pile (A) | Beer | Beer |
| RTD Block Pile (B) | RTD | RTD |
| Loyalty Block Pile (C) | Spirits/Wines | Spirits/Wines |
| Mini Thematic C (EA 10) | RTD | Local Beer/Cider Gift Ideas |
| Block Pile D Activation Area | Spirits | Spirits |
| Beer Excitement Zone A | Beer | Beer |
| Beer Excitement Zone C | Beer | RTD |
| Beer Excitement Zone D | RTD | Beer |
| Spirits Cold Room | Spirits | Spirits |
| Spirited Picks | Spirits | Spirits |
| Front End Merchandiser 1 | White Spirits | White Spirits |
| Front End Merchandiser 2 | Wines | Wines |
| Front End Merchandiser 3 | Brown Spirits | Brown Spirits |
| BCRTD Impulse Risers (1-4) | RTD | RTD |
| Pop Up Shops | Premium Gifting Brand Takeover | Premium Gifting Brand Takeover or New Years Eve |
| Enhanced Occasions Package | Holiday Gifts | Holiday Gifts |
| DISPLAY | PRODUCT FOCUS | |
| Period 9 | Period 10 | |
| End Aisle 1 (COTM) | See info above. | |
| End Aisle 2 | Spirits | Spirits |
| End Aisle 3 | Vintages | Vintages |
| End Aisle 4 | Spirits | Spirits |
| End Aisle 5 | Wines | Wines |
| End Aisle 6 | Spirits | Spirits |
| End Aisle 7 | Wines | Wines |
| End Aisle 8 | Spirits | Spirits |
| End Aisle 9 | Spirits | Spirits |
| End Aisle 10 (MT C) | RTD | Beer |
| End Aisle 11 | Spirits | Spirits |
| End Aisle 12 | Spirits | Spirits |
| End Aisle 13 | Spirits | Spirits |
| End Aisle 14 | Spirits | Spirits |
| End Aisle 15 | Wines | Wines |
| End Aisle 16 | Spirits | Spirits |
| End Aisle 17 | Wines | Wines |
| End Aisle 18 | Spirits | Spirits |
| End Aisle 19 | Spirits | Spirits |
| End Aisle 20 | Spirits | Spirits |
| Vintages End Aisle (EA VL1) | Vintages Essentials on offer (LTO/BAP) | Vintages Essentials on offer (LTO/BAP) |
| Discovery End Aisle (EA W5) | Diwali | Kwanzaa/Hanukkah |
2023-24 Holiday Promotions
We are making significant investments to our streamlined holiday promotional activities, with proven customer favourites making a return, and new exciting sales and promotional activities as well.
Black Friday: Aeroplan Bonus Point + LTO Combo Offers
November 24 - 26
• Sales event will be promoted through email, social and additional digital communications.
How to Participate: Trade Partners are encouraged to apply for Limited Time Offer (SSL) and Aeroplan Bonus Point Offers (LF) for the event timeframe.
Cyber Monday: ONE DAY ONLY - 2X the Points Promotion
November 2
• Promotion will be communicated in-store and online with significant marketing collateral. Sales event will be promoted through email, social and additional digital communications.
How to Participate: Trade Partners are encouraged to apply via the regular process for a period-long Aeroplan Bonus Point Offers (BAM) in Period 10.
Boxing Week: Super Sale (APP, LTO & LTO + AEROPLAN Combo Offers)
December 26 - 31
• Aeroplan Bonus Point offers, Limited Time Offers, SSL/LTO plus Aeroplan combo offers activating for the weeklong event
• Offers will be highlighted in prime position on LCBO.com across the whole customer journey.
• Offers to also be featured on Block Pile or communicated in-section (where store space permits)
• Sales event will be promoted through email, social and additional digital communications, to promote entertaining for your New Year’s Celebration.
How to Participate: Trade Partners are encouraged to apply for Limited Time Offer (SSL) and Aeroplan Bonus Point Offers (LF) for the event timeframe.
Trade are encouraged to apply with their strongest and deepest offers, being mindful of the 20% threshold for combination offers.
FOOD & DRINK 30TH Anniversary Curated Entertaining Box
• Food & Drink is celebrating its 30th Anniversary in 2023. In honour of this occasion, for the first two weeks in Period 10, we will be offering customers a perfectly paired entertaining solution for the holiday season.
• Limited to 1,000 kits, the box will include:
• 6 wines (1 Sparkling Wine, 1 Rosé, 2 White and 2 Red Wines) perfectly paired with Seasonal Food & Drink recipes and menu ideas for a full, multi-course holiday meal, from appetizers to the main course to dessert.
• And the always coveted Holiday issue of Food & Drink
• Complete kits will be available for purchase online (with an additional “Free Shipping” offer for customers) and in select stores.
• Program promotion channels include LCBO.com, e-mail, social media and exposure in the Holiday issue of Food & Drink, reaching a potential audience of over 5 million LCBO customers
• This is an exclusive opportunity for partners to align with a unique Food & Drink program during the Holiday season.
What we’re looking for: 1 Sparkling Wine, 1 Rosé, 2 White and 2 Red Wines.
How to Participate: This is an Excel Applied Promotional Program (“Food & Drink Holiday Wine Entertaining Box”). Please apply by completing the Excel Application Form before the deadline.
Cost: $4,000 / SKU (this fee includes kitting & free shipping)
Vintages Build A Case Promotions Nov 12 - 23 & Dec 10-23
• In order to capitalize on increased holiday traffic in stores, a new promotion will encourage customers to trade up, increasing their basket size, to purchase cases (12 bottles) of Vintages Release Collection products.
• Stores will create stack outs of release products with provided signage communicating the offer to customers:
BUILD A CASE AND EARN 1,000 AEROPLAN BONUS POINTS*.
• This “Build A Case” offer applies to any combination of 12 Vintages Release Collection, Residual Vintages Holiday Gifts and Classics products purchased in a single transaction.
• This not a Trade applied program. All Vintages Release products will automatically participate.
Holiday Gifting Occasions
• Diwali (November 12)
• Hanukkah (December 7-15)
• Kwanzaa (December 26 - January 1)
• In the spirit of diversity and inclusion, this year the LCBO is investing in highlighting products to our customers to celebrate the holidays listed above.
• Promoting these occasions as an extension of our Discover End Aisle Program, these products will be featured on End Aisles displays in select stores and also on LCBO.com; each occasion will have its own tailored distribution, and communication strategy.
What we’re looking for: Products that are culturally relevant to each of the occasions listed above.
How to Participate: This is an Excel Applied Promotional Program (“Discovery End Aisle”). Please apply by completing the Excel Application Form before the deadline. Please include (in the Promotional Summary Section) details regarding the products relevancy to the specific occasion.
Document Downloads
Seasonal Overview: Holiday - FY 23/24
