Why Black Friday matters for hospitality gift voucher sales

Black Friday isn't just about selling discounted products. For hospitality businesses, it's an opportunity to sell experiences that guests can look forward to enjoying.

An overnight escape, relaxing spa treatment or special meal makes a memorable Christmas gift. For your business, every voucher sold brings in revenue ahead of the experience taking place and can introduce new guests to your venue.

This year, Black Friday falls on Friday 27 November 2026, followed by Cyber Monday on 30 November.

And it's worth planning for the whole weekend, not just Friday.

What previous Black Friday sales tell us

The latest published hospitality voucher sales research shows just how important this shopping period has become.

Journey's analysis of its own 2025 hotel voucher transactions reported:

£XXX in sales between Black Friday and Cyber Monday.
XXX% growth in sales value compared with the same four days in 2024.
XXX% of annual voucher sales value generated over those four days.
Around a XXXof Sunday and Cyber Monday orders placed after 7pm.

The message is clear: plan for several days of buying activity, with communications ready for Sunday and Cyber Monday as well as Friday.

1. Choose offers that protect your brand and profitability

A successful Black Friday offer doesn't have to mean a large discount.

Your guests already value the experience you provide. The aim is to give them an extra reason to purchase without reducing the perceived value of your hotel, restaurant or spa.

Consider:

• Added value: Include a complimentary welcome drink with an overnight stay or an extra treat with a spa experience.
• Limited edition experiences: Create a special afternoon tea, dining package or seasonal escape.
• Selected discounts: Apply a carefully calculated saving to particular vouchers rather than your entire shop.
• Quieter period offers: Encourage visits during months or days when you would welcome additional bookings.
• Gift Voucher Brilliance supports discount codes and hidden voucher offers, giving you options for running targeted promotions.

Before committing, check your margins, available capacity and redemption terms. An offer that brings in revenue now should still make commercial sense when guests visit.

2. Use your customer data to make promotions more relevant

Your existing customers are a valuable starting point for Black Friday.

Someone who bought a spa voucher last Christmas may be interested in a new treatment package. A previous restaurant guest might welcome an exclusive dining experience to give as a gift.

Review your available customer records and email marketing lists. Rather than sending everyone the same message, consider grouping your contacts by:

• Previous gift voucher purchasers.
• Guests who have enjoyed particular experiences.
• Regular customers and loyal guests.
• People who have expressed an interest in your offers.
• Gift Voucher Brilliance provides voucher sales records and reporting, while its customer data capture capabilities can support your wider marketing activity.

Remember to check that your contacts have the appropriate marketing permissions before emailing them.

A more relevant message gives customers a better reason to open, explore and buy.

3. Plan your Black Friday emails before the rush

You don't need to send an email every day. A short, well-planned series can keep your offer visible without overwhelming customers.

Here's a practical schedule for 2026:

Early November: Prepare your audience

Introduce the idea of gifting experiences this Christmas. Share what's special about your venue and give customers a reason to look out for your upcoming offers.

Thursday 26 November: Reward loyal customers

Consider giving your existing email subscribers early access to selected vouchers.

Friday 27 November: Launch your main offer

Keep the subject line direct. Explain the benefit, confirm when the offer ends and provide a clear link to purchase.

Sunday 29 November: Keep the momentum going

Highlight a popular experience or remind customers that your promotion is still available. Sunday evening may be worth testing, based on wider hospitality voucher purchasing patterns.

Monday 30 November: Your final reminder

Use Cyber Monday to communicate the genuine closing time of your offer.

Make every email easy to read on a mobile, and focus on one clear action: viewing your gift vouchers.

4. Give your voucher shop a prominent place on your website

Your Black Friday campaign can attract plenty of interest, but customers still need to find your vouchers.

Start with your homepage. Could someone visiting your website immediately see where to shop?

Consider adding a clear homepage banner, a gift voucher link in your main navigation and relevant links from your spa, dining or accommodation pages.

Gift Voucher Brilliance allows you to create voucher shop categories, so you can bring your promotional offers together in a dedicated Black Friday section.

This gives you one clear destination to promote across your emails and social media.

Keep voucher names descriptive and include appealing images. Customers should quickly understand what the experience includes, who it would suit and how they can purchase it.

5. Check the buying experience before Black Friday

A customer might love your offer but abandon their purchase if the process feels confusing.

Before your campaign starts, walk through your voucher shop as though you're buying a Christmas present.

Check the experience on your phone as well as a desktop computer.

Look closely at the voucher descriptions, prices, terms and conditions, payment process and delivery choices.

Gift Voucher Brilliance supports email and postal delivery, including scheduled email delivery. Make sure the available options and any relevant charges are clear.

It's also worth checking that your team understands the promotion and knows how to handle customer questions.

A few careful checks now can save valuable time during a busy sales weekend.