Restaurant Strategies for a Profitable Black Friday, Small-Business Saturday, and Cyber Monday

With Thanksgiving just days away, Black Friday, Small Business Saturday,  and Cyber Monday present a weekend of opportunity for restaurants as consumers prepare to take advantage of massive discounts and colossal  deals.  

Restaurants can effectively leverage this official start of the holiday shopping season to boost sales, attract new customers, and enhance their brand visibility by aligning promotions with these major shopping events. 

Stats to Consider

• Four in 10 consumers plan to give experiential gifts in 2024, an opportunity for restaurant gift cards.

• The National Retail Federation predicts that holiday spending in 2024 will grow 2.5-3.5% in 2024, reaching around $985 billion.

• Online shopping is expected to increase 8-9% in 2024.

• Shopping on mobile devices is expected to reach $128 billion in 2024.

• The average expected holiday spend in 2024 is predicted to be up 8% from last year. 

• Holiday budgets are 32% higher in 2024 than in 2023.

• High-income earners (with salaries ranging from $100k to $199k) plan to spend 17% more during 2024 than in 2023.

• 48% of consumers plan to shop on smartphones

• Gen Z’s holiday budgets have grown by 59% over the past two years.

• 3% more consumers plan to shop on Black Friday than in 2023.

• 40% of Gen Z consumers say that celebrity and influencer endorsements are an important factor for their holiday shopping decisions.

• 64% of Gen Z and millennial consumers are likely to buy gifts that support a cause in 2024. 

• 83% of consumers plan to self-gift during the 2024 Holiday Season (compared to 76% in 2023).

• 81% of consumers say they’ll use social media to inform their holiday shopping decisions, a 12% increase from 2023.

Restaurant Promotions to Capture Holiday Shopping Dollars

Keeping in mind that there are five fewer shopping days this year, with Thanksgiving arriving on November 28, 2024, it's never too soon to capture holiday shopping dollars. Creating targeted promotions for Black Friday, Small-Business Saturday, and Cyber Monday can boost delivery sales while aligning with the shopping frenzy.

Here are tailored strategies for each day:

Black Friday

Black Friday Doorbuster Deals

• Offer limited-time Flash Sale deals like "50% off delivery orders from 12 PM to 2 PM" or "First 10 orders get a free dessert."

• Provide Discount Thresholds offering a percentage off for orders over a certain amount (e.g., "Spend $50, get $10 off!").

• Create value-driven Bundle Offers like “Black Friday Family Feast” that include appetizers, entrees, and desserts at a discounted rate.

Promote Convenience 

• Target Black Friday shoppers with Shop-and-Dine Deals.

• Run ads like "Skip the cooking—fuel up with our delivery specials!"

• Market Shopping Recovery Kits featuring comfort meals for post-shopping relaxation with hearty dishes like mac and cheese or soups.

 Early Bird Offers

• Offer exclusive breakfast or brunch deals to capture early shoppers.

Retail Partnerships

• Partner with nearby stores or malls to offer discounts to their shoppers.

Gift Card Promotions

• Sell gift cards with a bonus as a way to solve holiday gifting dilemmas: “Buy a $50 gift card, get a $10 bonus.”

Pre-Shopping Fuel or Post-Shopping Recharge

• Create specials like "Shopper’s Power Breakfast" or "Refuel Dinner Deals."

Small Business Saturday

Celebrate Local

• Highlight your local ingredients, partnerships with nearby suppliers, or your community ties. 

• Share your restaurant’s story on social media.

Collaborate with Other Local Businesses

• Offer joint promotions with local shops. 

• Offers a discount when customers present your restaurant receipt and vice versa.

Exclusive Menu Items

• Create a limited-edition menu item just for Small Business Saturday to attract curious diners.

Host Events

• Organize a live music performance or cooking demo to draw people in.

• Offer special discounts for attendees.

Cyber Monday

Set Up a Cyber Monday Ordering Booth

Setting up a Cyber Monday Ordering Booth in your restaurant is a creative way to engage customers, drive online sales, and showcase your digital offerings.  

• Encourage Online Ordering: Show customers how easy it is to place orders online directly through your website.

• Promote Special Cyber Monday Deals: Highlight exclusive discounts, gift card promotions, or limited-time items available only for online orders.

• Grow Digital Engagement: Encourage customers to sign up for email newsletters, loyalty programs, or follow you on social media.

Read More About Setting Up a Cyber Monday Ordering Booth.

Online Exclusives

• Offer free delivery or a fixed discount for online orders placed through your website or app.

• Include a free dessert or side for orders over a specific amount.

• Provide a bonus gift card (e.g., $10 free for every $50 purchased) for delivery orders.

Online Gift Card Sales

• Promote discounted gift cards or “bonus” cards online.

• Examples: “Buy a $100 gift card, get $20 for free.”

Exclusive Online Orders

• Offer discounts or free delivery for orders placed directly through your website.

• Examples: 20% off or free dessert with online takeout orders.

Social Media Flash Sales

• Announce time-sensitive deals via Instagram Stories or Facebook.

• Examples: “Order online between 2–4 PM for a free appetizer with your meal.”

Promote Meal Kits

• Sell premade holiday meal kits for customers to enjoy at home.

Create a Seamless Experience

• Let customers schedule meals in advance for Cyber Monday delivery.

• Offer Real-Time live tracking for deliveries.

• Easy Ordering: Optimize your online ordering system for mobile users.

Cyber Monday Menu Themes 

Mains

• Prime Time Burger: A loaded burger perfect for fueling Prime Day-level deals.

• Shoppers' Recharger Bowl: A hearty grain or salad bowl that’s quick and energizing.

• Cart Full of Comfort Mac: Creamy mac and cheese that feels as indulgent as a shopping spree.

• Techie Tacos: A trio of tacos packed with bold flavors to power your online buys.

Sides

• Swipe Right Fries: Irresistible seasoned fries to match every craving.

• Add to Bag Onion Rings: Crispy onion rings for snacking while you shop.

• Shop 'n Dip Sampler: A platter of chips, guacamole, queso, and salsa.

  
  

Drinks

• Refresh 'n Reset Smoothie: A zesty drink to keep energized while shopping online.

• Bandwidth Booster Iced Coffee: A caffeine kick to power through checkout.

• Shopper Sangria: A fruity, festive drink to celebrate deals.

Desserts

• Checkout Cookies: Warm, gooey cookies as satisfying as clicking “Place Order.”

• Byte-Sized Brownies: Rich, fudgy brownie bites perfect for quick indulgence.

• Overnight Shipping Sundae: A build-your-own ice cream sundae with fast-acting sweetness.

General Tips Across All Three Days

Social Media Engagement

• Promo Codes: Share exclusive discount codes for delivery orders on Instagram or Facebook (e.g., “Use code CYBERFEAST for 15% off!”).

• Giveaways: Run a contest where participants tag friends or share a post for a chance to win free delivery or meal bundles.

Reward Loyalty Members

• Give double or triple rewards points for delivery orders placed on Black Friday or Cyber Monday.

• Email loyalty members with special discounts or first access to holiday-themed menu items.

  
  

Extend Offers for Maximum Impact

• Weekend-Long Specials: Run promotions from Black Friday through Cyber Monday to cover the full shopping weekend.

• Countdown Deals: Offer a different promotion each day (e.g., free appetizer Friday, 20% off Saturday, free dessert Monday). 

Add a Relaxation Element

• Shopper Recovery Packs: Include a drink, dessert, or a small treat like cookies in meal bundles for post-shopping relaxation.

• Comfort Specials: Promote indulgent dishes like mac and cheese, mashed potatoes, or decadent desserts.

Tie in Gift-Giving

• Meal + Gift Card Bundles: Offer a discounted gift card with every meal purchase (e.g., “Spend $50, get a $10 gift card!”).

• Delivery for Others: Encourage shoppers to send a meal as a gift to a friend or family member.

Family or Group Bundles

• Deal Dash Dinner: A combo of mains, sides, and drinks for the whole household.

• The Cart Stuffer Platter: A sharable spread of appetizers and snacks for a shopping break.

• Shop 'n Share Pizza Party: Large pizzas and sides bundled together for multitasking families.

Take Away

The holiday season is important for both end-of-year numbers and customer engagement, and there’s no better time than now to get your restaurant ready for a profit-making. As the shopping season gets into full swing, implementing a few of these strategies on Black Friday, Small Business Saturday, and Cyber Weekend can help your restaurant be off to an "in-the-black" season.

By Eileen Strauss