In 2018, Americans planned to spend more than $720 billion during the holiday season, mostly on online gift shopping. And while retail stores see an increase in spending, it can be a slow season for many restaurants. Due to weather, family gatherings, and increased spending in other areas, many consumers eat out less in November and December.

If you’re hoping to capitalize on an already busy season and attract more traffic in the coming months, the holidays are an ideal time to launch a new campaign. Consumers are primed to spend, so it’s all about finding the right message.

Here are five marketing tips to increase restaurant sales during the holiday season.

1. Send Out Mailers

Direct mail might seem like an old-school approach, but mail remains an effective marketing strategy. In fact, during a time when the average office worker receives more than 121 emails a day, snail mail stands out. People spend more time looking at physical ads and reported a stronger emotional response.

To build a successful direct-mail campaign, you need to get creative. Send out a fun holiday card, use interactive designs like scratch-offs, or send out special offers related to the coming holidays.

Be sure to segment your audience appropriately; for example, a takeout restaurant might only send mailers to people within a few miles of their location rather than the entire city. 

2. Host an Upscale, Prix Fixe Meal on Holidays

People are willing to spend money around the holidays—it is a billion-dollar season, after all. The challenge is most people are busy running to holiday parties, buying gifts, attending school recitals, or planning huge spreads for holiday family dinners.

Mid- to high-end restaurants can make the most of this season by hosting upscale dinners to attract the growing number of guests who choose to eat out for holiday meals. Thanksgiving, Christmas Eve, and Christmas Day are all busier than average for restaurants.

There's good news if you don't want to ask employees to work the major holidays—New Year's Eve is the busiest holiday of all with 272% higher demand.

3. Run Holiday Specials

Running specials too often can devalue your restaurant, but during the holiday season, a clever promotion can help your business stand out. Think about why customers come to you during the holiday season and aim specials at driving behaviors you want to encourage.

For example, a casual restaurant might experience an increase in the number of customers but a decrease in per-ticket sales. A special for 10% off a $25 purchase or a discount on a large pasta dish over a small size will encourage people to spend a bit more each visit.

On the other hand, a high-end restaurant might notice a drop in sales, as people spend more time shopping and with family. A special on catered meals or a discount for company parties can help drive sales.

Have you tried Menufy's online ordering Coupons or Quick Deals features yet? Visit your restaurant’s Manager account and navigate to the Discounts & Deals section. In the midst of the end-of-year hustle and bustle, the convenience of on-demand service is a win for your busy customers.

4. Partner With Other Businesses 

Talk to neighboring business owners who understand the struggles of running a small business. Offer a discount to cater their employee party, a gift card for a holiday party raffle, or swap discount cards for each business.

For example, a family sports and wing pub might share coupons for a free game of bowling at the local bowling alley, while the alley shares 10% off coupons for the pub at their register. Cross promotions like these can be highly effective when you choose the right partner! Be sure to select a business with a similar audience but isn’t directly competing with you. 

5. Promote Gift Card Sales 

The holidays are a gift-giving season, which leaves many restaurants struggling. But, what do you get your uncle who has everything, the older cousin you haven't seen in a few years, or even a neighbor with particular tastes? Gift cards to restaurants make the perfect gift for anyone.

Pushing gift card sales during the holiday season can help you increase sales during an otherwise slow time. Add it to your marquee, put reminders in flyers, and post to your social channels. Consider offering a 'free' amount for large purchases, such as buy $50 in gift cards and get $10 free.

Are you ready to make the most out of the holiday season? These promotional ideas will help get people through your restaurant's front door. Just remember, getting a customer to try your restaurant is only the first step. Try the promotional strategies above, then focus on how to keep customers coming back.