Christmas trading is one of the biggest revenue opportunities for UK restaurants, but it’s also one of the hardest to manage. With unpredictable walk-ins, rising costs and stretched teams, operators need more than festive décor to make it profitable.
The shift towards pre-booking is clear. At the Propel Multi-Club Conference, Young’s CEO Simon Dodd revealed that pre-booked sales now account for 32% of festive revenue, up from just 18% in 2019. Pre-booked guests spend an average of £54 per head, compared to £33 for walk-ins. That’s a 63% uplift in spend and a clear case for locking in bookings early.
In this article, you’ll find practical ways to attract group bookings, design festive packages that protect your GP% and reduce reliance on unpredictable walk-ins. We’ll share insights from Young’s, DesignMyNight, and ResDiary’s own festive booking data to help you plan ahead and make Christmas trading more predictable.
The way people plan their Christmas celebrations has changed. Gone are the days of spontaneous walk-ins and last-minute group decisions. Today, guests are booking earlier, spending more and choosing venues that feel familiar, flexible, and festive.
This shift is backed by consumer search behaviour. DesignMyNight reported a 746% increase in searches for “Christmas pub” experiences last year, and ResDiary’s own data shows that 42% of festive bookings happen in November and December. More than 60% of those are for groups of five or more.
For restaurants, this means the festive season is no longer just about being busy, it’s about being bookable. Operators who rely solely on walk-ins risk missing out on high-value group bookings that are planned weeks in advance. And with smaller groups still booking just days before, visibility and flexibility are key.
When it comes to festive bookings, first impressions matter. Guests are looking for venues that feel special, offer value and make planning easy. That means creating a space that looks the part, pricing packages that feel generous and giving people a reason to book early.
Visual appeal is one of the fastest ways to drive group bookings. It’s not just about decorations, it’s about creating moments people want to share.
Once your venue is dressed for Christmas, make sure people can see it before they walk through the door. Update your website with high-quality photos, refresh your listings and share behind-the-scenes content on social media to build anticipation.
With cautious consumer spending and rising costs, pricing under £20 per head helps you stay competitive without compromising your margins.
Menu engineering plays a big role here. Focus on high-margin items like themed cocktails or sharing platters, limit choice to reduce waste and include vegetarian and allergen-friendly options to widen appeal.
The best upsells feel like thoughtful extras, not pressure tactics.
Together, these small details help you create a festive experience that feels worth booking in advance. And when paired with a booking system that supports deposits, real-time availability and mobile access, you can turn that interest into guaranteed revenue.
For restaurants, festive marketing isn’t just about getting noticed, it’s about being ready when guests are ready to book. And that window opens earlier than many expect.
ResDiary’s festive booking data shows:
That means operators need to be visible early, but also stay flexible for last-minute demand. Here’s how to make your festive marketing work harder this year.
Christmas trading can be unpredictable. A smart booking system helps you take control.
ResDiary Evo gives you the tools to manage festive bookings with confidence.
Whether you’re planning for large group reservations or managing last-minute demand, ResDiary Evo helps you turn seasonal interest into predictable profit.
Christmas trading is too important to leave to chance. With demand rising, group organisers planning earlier and last-minute bookers still filling tables in December, restaurants need to be ready for both.
Operators who prepare early, promote value-led packages and make it easy for guests to book are the ones who see the biggest returns. But it’s not just about being visible, it’s about being in control.
ResDiary Evo is built to help restaurants do exactly that. From real-time availability and mobile access to AI-powered insights through Copilot, Evo gives you the tools to manage festive bookings with confidence. Deposit and pre-payment features help reduce no-shows, while Feed and Spaces keep your team aligned during the busiest time of year.
Whether you’re managing multiple sites or running a single venue, Evo helps you turn festive interest into guaranteed revenue.
Discover how ResDiary Evo can help you plan ahead, fill your diary and stay in control this festive season. Book a demo today.