Get the results you want this Black Friday
Black Friday represents a HUGE opportunity for luxury hospitality venues!
Web traffic to gift shops increases by around 500% compared to a normal Friday – so what you do (or what you don’t do) will make a difference. We’ve filled this page with fresh tips and insights to help you both plan and create your Black Friday gift voucher campaign, helping this peak selling week deliver.
Black Friday 2026 is on
27th November
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Why your venue should have a Black Friday presence
Top selling time
Black Friday week is one of the busiest sales weeks of the year
x 10 more sales
On average, sales can be 10 times greater than a ‘usual’ Friday or Monday
£150K sold in a weekend!
Top sellers can sell over £150K vouchers in just a weekend (Fri – Mon)
Watch our Black Friday Marketing webinar
The webinar is aimed at helping you make the most of the opportunity that Black Friday brings to your venue. During the 30 minute webinar you’ll discover:
- The opportunity that Black Friday brings
- What sells the most
- Planning and creating your offer
- Campaign inspiration and winning tactics
- What to do if you are not running a campaign
‘How to’ webinars
Watch a practical Black Friday ‘how to’ webinar, where we show you how to create an offer and customise your gift site, all from within the Gift App.
You’ll leave with practical ideas and tips you can put into action straight away – helping you create a compelling Black Friday offer and knowing how to showcase it on your gift site, turning more visitors into sales.
How to create an offer in the Gift App
How to customise your gift site
Black Friday best selling gifts
More than 60% of sales on Black Friday were overnight stay or/and spa gifts, for venues with successful Black Friday campaigns. Create an attractive offer that is genuinely good value for money. It’s not just about a discount – add in some extra treats that ‘upgrade’ the customer experience.
Monetary gifts are the bestselling gift type – last year, the top three vouchers sold were monetary gifts.
Combine two or more spa or beauty treatments, offering use of your other spa facilities too, i.e. ‘Hot Stone Body Massage, Mini Facial and access to our luxury spa’.
Maximise sales, whilst ensuring you’re not displacing higher tariff business, such as ‘Midweek Break with Dinner’ or ‘30% off Suite Experiences’.
Stay and play golf gift experiences are popular – with the redemption period valid in your quieter times.
Black Friday buyer profile
Step into your buyers shoes and understand who they are, why are they buying a voucher, who are they buying for, when are they buying and what experiences match their dream gift voucher.
Women
70% of the buyers on Black Friday are women.
Christmas presents
Half of the purchases on Black Friday are Christmas gifts.
For you and me
Over 40% of the gifts are purchased for the buyer’s partner or for themselves.
Early bird
The highest volume of sales are processed between 8am and 11am, but sales start earlier during the week for venues who release their offers earlier.
Top tips when planning your offer
When brainstorming about your Black Friday offer, remember the following:
Keep it simple
One type of offer on all vouchers OR one strong offer on a spa or overnight stay voucher and focus your communications on these. Limit the amount of T&Cs and exceptions.
Strong offers
You invest time and effort in creating your Black Friday campaign, so make sure the offer is strong enough to see your efforts rewarded. We recommend to have offers representing at the very least a 20% discount. Best offers were offering at least 35% discount.
Limit the sale window
Only keep on sale for few days. This will create some urgency and make sure buyers place their order right now and don’t leave it tomorrow… and forget. You can also limit the number of vouchers that can be purchased.
Limit the availability
Use Black Friday as a revenue management tool. Make the vouchers only valid on months/days/time slots when you are quiet, so it won’t displace business and help fill empty rooms/seats. (You could offer the option to redeem the voucher on peak times for a supplement).
Tailored copy
Highlight to shoppers that your vouchers are the perfect Christmas Gift or a treat for themselves, reminding them of all that you offer.
Clear saving
Clearly mention in the copy the saving (percentage or amount saved). You know you created a voucher with a great offer, make sure it is clear to buyers too. Don’t refer to the discount or special offer in the voucher name or the recipient description, as these will appear on the actual voucher.
Successful Black Friday check list
For your Black Friday offer to sell well, it is paramount that you run a strong campaign.
Discuss with your revenue manager / head of departments to understand quiet seasons and what products have the highest margins.
Have your offer planned early, getting it scheduled in the Gift App, so everything is ready.
Once you’ve created your offer in the Gift App, create a campaign that gets the word out, using your own website, email, social media channels (paid & organic) and search (paid and organic).
BLACK FRIDAY SUPPORT REQUEST DEADLINE
Friday 6 November 2026
Get ready for Black Friday with our set up guides and training resources - they are there to help you set up and launch your offers with ease.
If you'd like additional support from our team, please get in touch by the date above. If you're in touch after this date, we’ll always do our best to help, though availability may be more limited after the deadline.
Build your Black Friday offer in the Gift App
Our system is filled with powerful features to help you create your offer – here’s a couple that are perfect (we don’t recommend running both at the same time).
- Create a promo code to offer a discount
Ideal if you’d like to run a blanket promotion that applies to all gift vouchers, or to a selected range of vouchers.
OR
- Display the added value or discount on each voucher you’d like to run an offer on
Best used if you’d prefer to hand-pick specific vouchers and offers, with the saving or added value displayed directly on the voucher on your gift site.
You can also add new specially created gifts and apply either of the two features above to them – or simply leave the price as it is without using either feature.
Promo code
Entice buyers with a promo code, where a percentage or amount off can be applied to a selection or all of your gift vouchers.
It’s easy to share on your gift site, your own site, via email, social media and ads.
Examples:
- £50 off stay experiences
- 20% off all gifts
Discount or added value
Make your offer standout by discounting or adding value to a small selection of gifts – which is clearly displayed on each gift card.
The saving or added extra highlighted makes the offer clear and unmissable!
Examples:
- Save 30% on Champagne Afternoon Tea – £104, was £150
- Get 33% added value – £100 Gift Voucher for £75
Specially created gifts
Wow your buyers by creating one or more new gift vouchers you know they’ll love and that showcase your hero offerings.
Create excitement & urgency by selling a limited number over Black Friday
Examples:
- 2 spa treatments with use of spa
- Overnight stay & two rounds of golf
Tips for promoting your offers
From your own website to emails, social media and search, use every marketing channel to your advantage, casting a wide net when promoting your Black Friday offers.
Bear in mind, they often work together. For example, someone may discover your Black Friday offer on social media, use Google to find your venue’s website and then look for the ‘gift’ link on your site – so be sure to give attention to each type.
Let people know it’s coming
Collect email addresses – via your social channels and website: it’s your most direct line to people interested in your venue
A combination of paid ads and organic posts can boost awareness of your brand leading up to Black Friday
Use strong simple messaging
Add a Black Friday promo block to your website
How to guides
Find everything you need to set up your offer and make changes to your gift site with our how to guides.
Need help?
We’re here to help if you have any questions or if you need a hand with your set-up.
Training webinars
Short, practical webinars to help you get the most from this Black Friday.
