December in San Antonio is one of the best months for restaurants. Holiday parties, family gatherings, tamale season, Riverwalk Holiday lights drawing tourists by the thousands…if your tables are not full, your marketing is the problem, not the demand.
Email marketing is your sharpest tool for filling seats, booking private events, and selling gift cards during the holiday rush. Here is how to use it. For restaurant marketing year-round, see our Google Business Profile guide for the holiday season and new year marketing plan for restaurants.
Send a Holiday Events Email Immediately
If you host holiday parties, offer private dining, or have any special December events planned, email your list right now. Many people are still looking for a venue for their company holiday dinner or family celebration.
Keep it simple: For more on building email campaigns around seasonal moments, see our summer email marketing strategies for San Antonio restaurants.
- What you offer (private dining room, catering, special holiday menu)
- Your availability (which dates are still open)
- How to book (a link or phone number…make it one click)
- A photo of a past holiday event at your restaurant
Subject line ideas:
- “Still looking for a holiday party venue? We have a few dates left.”
- “Host your holiday dinner at [restaurant name]…reserve now.”
Urgency is real here, not manufactured. December dates do fill up. Say so.
Push Gift Cards Hard
Restaurant gift cards are one of the most popular holiday gifts in America. They are also incredibly profitable for you…a significant percentage are never fully redeemed, and those that are redeemed often bring in customers who spend more than the card’s value.
Send a dedicated gift card email in early December:
“Still shopping? A [restaurant name] gift card is the perfect gift for the foodie in your life. Available in any amount. Buy online in seconds.”
Make it easy to purchase online. If you do not have online gift card sales set up, services like Square or Toast offer simple solutions. Promote gift cards in every email you send this month as a secondary CTA.
Promote Your Holiday Specials
If you are running holiday menu items, prix fixe dinners, New Year’s Eve events, or special cocktails, email your list about each one:
- “Our Holiday Tamale Dinner is Back”…If you serve tamales, this is San Antonio gold. Promote dine-in and takeout options.
- “New Year’s Eve at [restaurant name]”…Share the menu, the vibe, the pricing. Create FOMO.
- “Holiday Catering: Let Us Cook for Your Party”…Families hosting at home need food. Offer holiday platters, dessert trays, and drink packages.
Each of these can be its own email or combined into a holiday roundup. Either way, get them out early in December before people make their plans.
Capture New Customer Data
December brings a flood of first-time visitors…tourists on the Riverwalk, guests of regulars, people trying something new for a holiday outing. Train your hosts and servers to collect email addresses:
- A sign-up card with the check: “Join our list for exclusive offers and event invitations”
- A QR code on the table that links to your email sign-up
- A prompt during the reservation or online ordering process
Every email address collected in December is a customer you can market to all year long. January is going to be slow. A strong email list makes it less so.
End the Year on a High Note
December is exhausting for restaurant owners and staff. But it is also when the hard work of the whole year pays off. A few well-timed emails can mean the difference between a good December and a great one.
Do not overthink it. Send the email. Fill the tables. Sell the gift cards. Ring in the new year knowing you made the most of the season.
For free email marketing templates, visit https://gift.growmysmallbusiness.com/.