Ask the Collective

What is a typical average order value for online spirits sales, and what tactics increase it?

Members report AOVs around **£45 (inc VAT)** as a baseline, though this fluctuates seasonally (higher at Christmas). Tactics to increase AOV: - **Product mix strategy** — focus inventory and merchandising on higher-ticket items rather than budget SKUs - **Bundling lower-ticket items** — group cheaper products together to push transaction value up - **Remove single mini bottles (5cl)** — members noted these are too low-margin even wholesale and act as a drag on AOV; removing them from the range forces customers toward larger formats - **Monitor alongside conversion rate** — members emphasised AOV should not be optimised in isolation; a higher AOV with lower conversion may not improve total revenue Members noted AOV is best tracked seasonally, as Christmas and other peak periods naturally lift basket size.