Unwrapping Holiday Success with Data-Driven Insights from Punchh

By: Anthony Giampa

Inspiration

The Importance of Holiday Campaigns for Restaurant Loyalty Programs

As the holiday season approaches, restaurant brands are gearing up for one of the busiest times of the year. Loyalty programs play a crucial role in engaging guests, and the data from PAR Punchh highlights just how impactful holiday campaigns can be. Based on trends from previous years, including Black Friday and Cyber Monday, restaurant brands have seen an impressive increase in campaign engagement, redemptions, and overall sales. 

Shoppers aren’t waiting for December anymore. In fact, many are starting as early as September to avoid stock shortages, raised prices, or delayed shipping. Data from a recent study shows that one in two holiday shoppers plan to begin their shopping before Halloween. This trend means that restaurant brands need to start their holiday campaigns early to capture these proactive customers and get ahead of the competition. 

The Surge in Holiday Campaigns

The volume of campaigns run during the holiday season has skyrocketed compared to other times of the year. On days like Black Friday and Cyber Monday, campaigns see 50% more guests being targeted. These aren’t just numbers — they’re guests looking for ways to engage with their favorite restaurant brands, redeem exclusive offers, and make the most of holiday promotions. 

Driving In-Store Visits with Digital Campaigns

While online shopping has grown exponentially, the physical shopping experience isn’t going anywhere, especially on Black Friday. Malls, for instance, experience 300% more traffic on Black Friday, with an additional 4.6% growth in foot traffic from the previous year. For restaurant chains with locations commonly found inside or near malls this presents an excellent opportunity for maximizing sales. 

Restaurant brands can use their loyalty programs to tap into this foot traffic surge by sending exclusive in-store offers that guests can redeem while out shopping. For example, brands can create a “Black Friday Refuel” campaign, offering 20% off a purchase when loyalty members check in or make a mobile order during mall hours. With so many consumers physically present at malls, incentivizing them with special in-store-only deals through a brand’s digital loyalty app could significantly boost sales. 

Redemption Rates and Growth

One of the most striking findings is the growth in redemption rates. From 2021 to 2023, the number of guests redeeming offers on Black Friday increased by 290%, while Cyber Monday saw a 265% rise in redemptions. This shows how eager guests are to take advantage of holiday deals and highlights the effectiveness of loyalty programs in driving engagement during these peak shopping days. 

 

Loyalty Sales and Check-ins  

The impact of holiday campaigns extends beyond redemptions. Punchh’s data shows that loyalty sales on Black Friday have grown by 52% since 2021, while Cyber Monday sales have risen by 62%. The number of loyalty check-ins during these holidays also saw significant growth, with a 123% increase on Black Friday and a 114% rise on Cyber Monday. These statistics show how important it is for brands to capitalize on the holiday shopping frenzy by offering tailored promotions and incentives through their loyalty programs. 

The Power of Gift Cards

Gift cards continue to be a favorite among holiday shoppers, and they offer a unique opportunity for restaurants to increase foot traffic and guest frequency. Punchh-powered loyalty programs find members with gift cards visit 23% more frequently than regular loyalty members, and when compared to non-loyalty guests, their visit frequency jumps by 48%. Restaurants should consider incorporating gift card promotions into their holiday campaigns, as they not only drive immediate sales but also encourage repeat visits throughout the year. Creating a promotion around gift cards allows members to be rewarded for their gift card purchase while acting as a catalyst for potential new customer acquisitions.  

Why the Holiday Season Matters More Than Ever

The holiday season has grown into a critical period for restaurants, with brands seeing exponential growth in campaign participation and guest engagement. As competition intensifies, especially with the increase in political advertising and the rise in costs for ad inventory during the 2024 election cycle, restaurants need to stand out with creative, data-driven campaigns that resonate with guests. 

For restaurant marketers, now is the time to plan ahead. The earlier your brand launches holiday campaigns, the better positioned you will be to capture early shoppers and drive loyalty program participation. By analyzing the trends from the past few years, it’s clear that the holiday season represents a massive opportunity to not only boost sales but also build long-lasting guest loyalty. 

Wrapping Up 🎁 

As the data from Punchh demonstrates, the holiday season is an incredible time for restaurants to engage with guests and drive loyalty program success. By leveraging tailored campaigns, offering compelling incentives like gift cards, and capitalizing on early holiday shopping trends, restaurant brands can make the most of the holiday rush and set themselves up for continued success in the year ahead. 

Now is the time to start planning and ensure your loyalty program is at the forefront of your holiday marketing strategy!  

For more information on how you can optimize your loyalty program to make the most of the holiday season, schedule a personalized demo today.

  • Anthony Giampa

    Anthony is a Content Manager at PAR Punchh, joining the team in 2023. A Philadelphia native, he holds an MA in Strategic Business Communications from La Salle University. When he's not crafting engaging content, Anthony enjoys eating, exercising, traveling, and playing volleyball and kickball. He is passionate about learning from others and exploring diverse perspectives.


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