For decades, liquor stores in Colorado remained closed on Christmas, leaving residents to stock up ahead of the holiday. But 2024 marked a significant change, as stores were allowed to open for business on December 25, thanks to a new law passed earlier this year.

Senate Bill 24-231: What Changed?

In May 2024, the Colorado General Assembly passed Senate Bill 24-231, overturning a longstanding prohibition that barred liquor stores from operating on Christmas Day. This decision reflects shifting perspectives on consumer convenience and industry competitiveness.

Alex Sparks, co-owner of The Liquor Cabinet in Palisade, weighed in on the change. “I think it’s interesting for the industry because of all the changes that are going on with everything, especially with grocery stores being able to carry products,” he said. Sparks noted that allowing liquor stores to open adds flexibility for consumers but could bring new challenges for store owners.

Balancing Convenience and Tradition

The new law offers a choice for liquor store owners: to open or not on a major holiday. For consumers, the option is undeniably convenient, especially for last-minute purchases. However, for store owners and staff, it raises questions about work-life balance during a time traditionally spent with family.

Sparks acknowledged this tension. “More and more liquor store owners are going to be working on Christmas Day instead of being with family,” he explained. “It’s going to come to a point where there will start to be a market share on Christmas Day, where everyone in Colorado knew for the longest time to get everything on Christmas Eve because nothing’s open.”

What Does This Mean for Customers?

For those in Colorado, the ability to grab a bottle of wine or spirits on Christmas Day is a new luxury. Here are some key points to keep in mind:

• Not All Stores Will Open: Store owners can decide whether to open on Christmas, so availability may vary.
• Potential Shift in Sales Patterns: As Sparks mentioned, the tradition of stocking up on Christmas Eve might change over time, as more consumers take advantage of holiday hours.
• Impact on Small Businesses: Some small liquor store owners may find it difficult to compete if larger chains dominate the holiday market.

Industry Perspectives

The decision to open on Christmas brings mixed reactions within the industry.

• Consumer Convenience: The ability to purchase alcohol on Christmas Day aligns with modern shopping habits, where convenience is king.
• Workforce Challenges: For employees and owners, the new law could mean sacrificing personal time during the holidays.
• Market Competition: Smaller stores may feel pressured to stay open to compete with larger retailers, potentially affecting profitability and family time.

Comparing Holiday Sales Trends

The table below highlights how the new law may influence holiday sales trends in Colorado:

The Road Ahead

While Senate Bill 24-231 brings flexibility for consumers, it also signals a shift in holiday traditions for store owners and employees. The true impact of this change may take years to fully unfold, as businesses adapt and consumers embrace the option to shop on Christmas Day.