Black Friday might scream “retail,” but it’s quietly become one of the best weekends for restaurants to lift revenue and fill seats.
What used to be all about shopping bags and sales racks now includes people grabbing lunch mid-shopping, catching up with friends, or planning family meals after Thanksgiving. In 2023, holiday sales hit a record US$964.4 billion, a 3.8% bump from the previous year. And hospitality rode that same wave, with more people choosing to dine out or order in instead of just shopping.
It’s one of those rare weekends when guests are already primed to spend and restaurants that plan ahead can turn that momentum into packed tables, glowing reviews, and repeat visits.
This guide shares practical, proven Black Friday and Thanksgiving promotions to help your venue stand out. No gimmicks, just smart, creative ideas that work.
Understanding the Black Friday opportunity in hospitality
The beauty of Black Friday weekend is that guests are already in a spending mindset. They’re treating themselves, catching up with friends, or rewarding a long week with a good meal.
From a restaurant perspective, that’s gold. While retailers fight over discounts, restaurants get to sell experiences. Guests aren’t just looking for “cheap” — they’re looking for somewhere that feels worth their time.
The long weekend gives you multiple chances to pull people in:
- Midday brunch or lunch offers to catch the shopping crowd.
- Evening specials or tasting menus for guests winding down after the chaos.
- Group packages or shared platters for families and early festive get-togethers.
It’s also a great time to tease your December events or encourage early bookings, especially if your online system or platform (like Now Book It) makes reserving quick and easy.
Regional twists
Depending on where you’re based, the focus shifts a bit:
- US & Canada: It overlaps with Thanksgiving, so think Friendsgiving brunches, post-shopping happy hours, and family feasts. Guests are already in that warm, gratitude-filled mood.
- UK, Australia & New Zealand: Black Friday’s less about turkey and more about experiences. Use it as a chance to kick off the festive season with fun events, early-bird menus, or online-only booking deals.
In short: people are out, hungry, and searching. All you need is the right reason for them to choose your venue.
How restaurants can make the most of Black Friday
If you’ve worked through a Black Friday weekend before, you know the buzz — shoppers everywhere, people looking to celebrate, and the streets practically humming with energy. It’s one of those rare times when guests want to spend.
For restaurants, that means a huge opportunity to turn all that activity into full tables and repeat visits. Here are some ideas we’ve seen work firsthand with a mix of quick wins and creative touches.
1. Limited-time offers that drive urgency
There’s a reason time-limited deals never go out of style because they never fail to tap into the excitement of the moment. Guests are already in spend mode, so a well-timed offer can turn a casual browser into a confirmed booking.
Try things like:
- Flash discounts — “Buy one entrée, get one half off” or “Free dessert with any two mains.”
- Time-based deals — lunchtime offers for shoppers, evening menus for families.
- Early bird or late-night shopper perks — discounts for those fueling up before or after the sales rush.
One of our partner restaurants ran a “Black Friday Brunch Rush” — 10% off bookings before 11 a.m. It filled their morning service completely and introduced them to dozens of new guests who later booked Christmas events. Sometimes, it’s not about big discounts, just smart timing and clear messaging.
2. Gift card promotions
Gift cards are a quiet powerhouse in hospitality. They’re easy to promote digitally, great for cash flow, and give guests a reason to come back later.
Some simple ideas:
- A “Spend $100, get $20 free” promotion (works especially well online).
- Highlight digital gift cards for quick, last-minute shoppers.
- Offer corporate bundles — perfect for offices planning holiday gifts or events.
In fact, studies show 71% of customers report higher brand loyalty after receiving a gift card from a brand. So you’re not just selling a card, you’re also securing future bookings.
If you’re using Now Book It, you can sell and manage branded gift cards directly through your system with zero processing fees and instant profits. Plus, you can even offer discounts for bulk purchases, perfect for corporate clients or holiday campaigns.
3. Loyalty perks and VIP access
Black Friday doesn’t have to mean deep discounts. Sometimes, it’s about exclusivity — rewarding your regulars and turning first-timers into loyal fans.
Consider:
- Offering double loyalty points or a bonus reward for dining that weekend.
- Giving members early access to Christmas menus or special events.
- Sending a simple “thanks for being part of our community” email with a unique offer code.
We’ve seen restaurants send out member-only invitations for Black Friday weekends, no gimmicks, just a sense of “you’re part of something.” It builds trust and makes guests feel recognised, something discounts alone can’t buy.
Want to take it one step further? Our restaurant loyalty programmes guide shares practical strategies to turn occasional visitors into regulars.
4. Experience-driven events that get people talking
Not every Black Friday strategy has to revolve around a discount. In fact, some of the most successful campaigns we’ve seen focus on experience.
Think about how you can help guests unwind, celebrate, or escape the shopping chaos:
- Collaborate on a pop-up tasting menu with a local brewer, winery, or chocolatier.
- Offer a free scoop of ice cream to anyone who drops by after shopping at the mall — it’s simple, fun, and a perfect way to draw in tired shoppers looking for a pick-me-up.
- Run a Thanksgiving leftovers special — fun twists like turkey sliders, pumpkin-spiced cocktails, or share-style platters.
These kinds of experiences do more than fill tables, they boost social engagement. Guests share their photos, tag your venue, and create organic buzz that keeps paying off long after the weekend.
5. Online and social media promotions
Black Friday may have started in shopping malls, but these days, the real action happens online. Guests scroll through deals, compare options, and if something catches their eye, they’re booking instantly.
A few easy wins:
- Promote digital-only deals — for example, “Book online to unlock your Black Friday offer” or “Reserve a table via our website and get a free dessert.”
- Add countdown timers or mystery deals to your Instagram Stories or Facebook posts to build suspense. (“Surprise deal drops in 3… 2… 1…” always gets engagement.)
- Encourage user-generated content — photo challenges, tag-and-win giveaways, or “Share your best Black Friday feast” contests.
We’ve seen restaurants triple their social engagement just by making guests part of the story. The trick is to keep it light and fun so followers wouldn’t feel sold to, they should feel included.
Want to stay ahead of the curve? Check out our insights on how social media is reshaping the restaurant industry for ideas to grow your online presence year-round.
6. Reservation & takeaway promotions
Black Friday and Thanksgiving weekend are perfect for flexible offers that fit busy schedules. Think of it as a chance to meet guests where they are, whether that’s dining in, ordering ahead, or picking up something for home.
Some proven ideas:
- Offer pre-order Thanksgiving meal kits or family-size catering discounts for early birds.
- Use a system like Now Book It to streamline bookings, collect guest data, and send automatic confirmations or reminders.
- Boost visibility by syncing your listings on Google or Facebook, so guests can book directly from your profiles.
From our side, we’ve noticed that restaurants using integrated booking tools see fewer no-shows and better upsell opportunities. Plus, you’re capturing valuable guest data you can use for future campaigns.
7. Partner with local businesses
We love this one because it goes beyond transactions, it builds community. Some of the most memorable Black Friday campaigns we’ve seen didn’t happen alone, but together.
Ideas worth testing:
- Partner with a local retailer, salon, or gym for cross-promotions (“Show your shopping receipt and get 10% off lunch”).
- Create a ‘Shop Local, Dine Local’ campaign to encourage people to keep their dollars in the community.
- If you’re near a shopping hub, offer grab-and-go specials for tired shoppers.
It’s not just a one-off promo, partnerships like these can grow into year-round collaborations. One of our favourite local juice bars teamed up with the boutique next door for a “Sip & Shop” night, and it was such a hit they turned it into a monthly event. That’s the power of community marketing done right.
8. Early holiday packages or prepaid experiences
If there’s one thing we’d call a hidden gem of Black Friday marketing, it’s prepaid dining packages. They turn short-term excitement into long-term revenue, and guests love them because they take the stress out of festive planning.
A few proven examples:
- Sell “Chef’s Christmas Tasting Menu” or “New Year’s Eve Bundle” packages at a discounted rate.
- Offer prepaid dining vouchers as gifts — they’re great for corporate buyers and families alike.
- Position it as a stress-free way to lock in plans before the December rush.
In our experience, prepaid experiences don’t just boost cash flow, they reduce cancellations and help with forecasting. It’s a win-win for both the venue and the guest.
Marketing tips to maximise your Black Friday ROI
Black Friday might only last a weekend, but smart planning can keep your venue buzzing long after. Here’s how to make every promo count.
1. Plan early (and tease the excitement)
The best results come from building hype early. Start teasing deals two weeks ahead with countdowns, sneak peeks, or VIP previews.
2. Use data to your advantage
A quick look at your past reservation data or POS reports can reveal goldmines: What time slots fill up fastest? Which dishes or drinks drive the highest margin?
Use those insights to build smarter offers, like pushing lunch specials if evenings tend to sell out, or featuring popular add-ons in your online deals.
3. Leverage your tech stack
The right tools can make a massive difference during busy campaigns. Integrating your reservation and POS systems helps track exactly which offers drive bookings or orders.
And don’t sleep on email automation. Set up reminder sequences for reservations, thank-you notes post-dining, or double-points follow-ups for loyalty members. Those small touches don’t just boost conversions, they build lasting relationships.
4. Track, measure, adjust
Once the weekend wraps up, take an hour to review what worked (and what didn’t). Maybe your Instagram giveaway brought in more engagement than expected. The key is to use that insight to fine-tune your Christmas and New Year’s campaigns.
Make the most out of silly season
Black Friday isn’t just about discounts, it’s about building momentum for the festive season. When done right, it’s your chance to connect with guests, fill tables, and set the tone for a busy, profitable end to the year.
Get creative with your offers and make them yours. Whether that’s a post-shopping happy hour, a “shop local” partnership, or a clever gift card deal, the goal’s the same: make it easy for guests to say yes.
Because at the end of the day, the best Black Friday deals aren’t just the ones that sell out, they’re the ones that make guests smile (and come back).
