WINNIPEG -- Looks like Manitobans got ho-ho-hosed over the Christmas break.

By spending $3.8 million, holiday revellers set a single-day record for alcohol sales at Manitoba Liquor Control Commission stores Dec. 23, the Crown corporation reported yesterday.

That's a lot of Air Miles.

The total eclipsed the previous record of $3.6 million, which was set Dec. 23, 2008.

"The lineups were pretty much non-stop, almost right from the get-go," said Ebba Troschuk, manager of the St. Vital Square Liquor Mart at 827 Dakota St., which recorded the highest sales of all 50 Manitoba Liquor Marts. "It was a record day for us in this store." Annually, Dec. 23 is usually the biggest sales day for a variety of reasons, especially if Christmas Day falls later in the week, said MLCC spokeswoman Diana Soroka.

This year, Dec. 23 was a Wednesday and Christmas Day a Friday.

"Because (Dec. 23) fell mid-week people we're kind of stocking up for a few days," Soroka said. "Generally, it's that 23rd day they see as a day to run around and buy groceries and (other things)."

Given the festive mood, people tend to splurge and spend a few more bucks than they usually do on a bottle or case, be it for entertaining purposes, Christmas dinner or a last-minute gift for someone, Soroka said.

This year, wine and cream liqueurs were the big sellers, she said.

Troschuk said she noticed a lot of people were buying high-end spirits, which are priced higher than economy brands.

Combined, MLCC's 50 Liquor Marts rang through 70,000 customers Dec. 23, up 5,000 from the same day in 2008, Soroka said.

All but three Liquor Marts in Winnipeg were open 8 a.m. to 11 p.m. that day, Soroka said.

At Troschuk's store, the peak hours were 1 p.m. to 7 p.m., she said.

Staff handled the surge and didn't have to control the flow of customers by locking and unlocking the doors, which was the case in the overcrowded store last New Year's Eve, Troschuk said.

"The biggest challenge is trying to keep the shelves full," she said. "As fast as you're bringing it out and re-stocking (customers) are taking it."

People aren't finished hitting the holiday spirits and there's no time for Liquor Marts staff to rest.

New Year's Eve, usually the second-busiest sales day, is tomorrow, when all Liquor Marts in Winnipeg are open 8 a.m. to 6 p.m.

chris.kitching@sunmedia.ca