New Year's Eve is thought to be the biggest party night of the year but it's not the busiest day of the holidays at the LCBO.
December 23rd is the busiest day for sales, followed by Christmas Eve, according to the LCBO.
New Year's Eve comes in third.
Sales on December 30th and 31st are projected to be around $60 million, with about $35 million on December 31st alone, which is more than twice the daily average for the week of New Year's.
"Customers aren't necessarily buying more, but moving toward more premium products especially during the holidays," said Christine Bujold, Media Relations Coordinator, Corporate Communications, LCBO.
November and December are the busiest months of the year for LCBO, said Bujold.
LCBO holiday sales from Nov. 8, 2015 to Jan. 3, 2016 are expected to hit a record of $1.05 billion, up from $1 billion the year prior.
The top seller during the holidays is premium Canadian whiskey followed by premium vodka, gift cards, liquers, standard whisky and California Cabernet Sauvignon.