Early Christmas surge

Early Christmas surge

Naked Wines website restored after early Christmas surge creates unprecedented online demand

13th November 2020

The new Playstation 5 wasn’t the only launch to break the internet this week…

– The online wine retailer launched its annual Deluxe Christmas Collection for pre-order on Thursday 12th November.

– Over 40,000 Christmas cases were pre-ordered within 24 hours of launch, with 3 cases being sold every second during a one hour period.

– An unprecedented 3x surge in traffic caused the site to go down for around an hour, before being restored to full service.

– Naked Wines have thanked their Angel customers for their patience and reassured them that there are still plenty of cases available to go around.

Naked Wines reported 76% sales growth earlier in the year. Despite having prepared for a record online Christmas, Naked’s Tech Staff rapidly increased site capacity yesterday evening when unprecedented demand for their “Deluxe Christmas Collection” case temporarily brought the site down. As Angel customers rushed to get their Christmas wine shopping ticked off their list, Naked’s site traffic reached 3x the level of anything previously recorded. The website was quickly restored to full service in under an hour following the outage.

These Christmas cases sell out every year, but early demand has been higher than anticipated. During the busiest hour on Thursday evening 3 cases were sold every second. It’s an early sign that UK wine drinkers seem to be planning ahead and heading online to buy their Christmas wine early this year, in anticipation of spending more time drinking quality wine at home over the 2020 festive period.

The Deluxe Christmas Collection , exclusive to Naked Wines Angels, is packed full of Christmas wines and free goodies including a free bottle of craft gin worth £39.99.

James Crawford, Naked Wines UK Managing Director, said: “With more people drinking at home than ever, we knew Christmas 2020 was going to be a big one, and planned for more than double the site traffic year on year. Despite this, the rate at which Angels flocked to the site was significantly above our forecasts. Thankfully our tech gurus got things up and running quickly and over 40,000 customers were able to order our Christmas deal in the space of 24 hours. We apologise to anyone who encountered an issue with the site last night and hope that a bumper Christmas case being delivered to their doorstep next week will bring a little cheer this Christmas.”

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About Naked Wines plc

Naked Wines gives wine drinkers direct access to over 200 of the world’s best independent winemakers making over 1,000 quality wines in 19 different countries.

We believe in connecting wine drinkers directly with independent winemakers. Why? Because it’s better for everyone. Talented winemakers get the support and funding they need to make the best wine they’ve ever made. The wine drinkers who support them get access to those wines at discounted prices.

Our mission is to change the way the whole wine industry works, for the benefit of both wine drinkers and winemakers. We have a fast growing community of over 500,000 passionate wine drinkers in the US, UK and Australia, making us a leading player in the fast growing direct-to-consumer wine market.