Turn Black Friday Into a Relaxing Day at Your Brewery
Black Friday can be exhausting.
After hours of fighting through crowds, navigating parking lots, standing in checkout lines, and trying to find the perfect deals, your customers may be ready for something completely different.
They want to sit down.
They want a cold beer.
And they probably don't want to think about shopping anymore.
That makes Black Friday an excellent opportunity for breweries to host a laid-back event that gives customers a chance to relax after a busy day of shopping this November 27th.
Make Your Brewery the Escape From Black Friday
Instead of competing with retailers for customers' attention, offer an alternative.
Your message is simple:
"You've shopped enough. Come have a beer."
Position your brewery as the place to unwind after the shopping is finished—or even as a destination for people who aren't interested in shopping at all.
Keep the atmosphere casual and welcoming. Comfortable seating, good music, cold beer, and a few simple activities may be all you need.
Create a Black Friday Beer Special
Give customers a reason to stop in.
You could offer a Black Friday special such as:
Discounted flights
A special release
Buy-one-get-one beer specials
A limited-edition Black Friday beer
Discounts on growlers or four-packs
A food-and-beer combination
A special deal for customers wearing their shopping clothes or carrying shopping bags
Don't feel like you need to create an elaborate promotion. Sometimes the best offer is simply good beer at a good price after a long day.
Add Some Low-Key Entertainment
Black Friday doesn't necessarily call for a huge event.
In fact, that's part of the appeal.
Consider activities that encourage people to hang out without requiring them to participate:
Thanksgiving Weekend Trivia
Host a relaxed trivia night featuring Thanksgiving, movies, music, food, and general knowledge.
It's a great way to get groups of friends and families to stick around for another round.
Board Games
Set out some board games and encourage customers to bring their own.
This works particularly well for people who have family visiting for the holiday weekend and are looking for something to do together.
Live Music
A solo musician or acoustic act can provide entertainment without overwhelming the taproom.
Movie Night
Set up a screen and show a popular movie that fits the holiday weekend.
Just be sure you have the appropriate public performance rights for any movie you show.
Holiday Crafting
Consider a simple holiday craft activity for customers who want to get a head start on their Christmas decorating.
Make It Family-Friendly
Not everyone heading out after Black Friday shopping is looking for a night out with friends.
Families may be looking for something to do together, especially if relatives are visiting for the holiday.
Consider offering an earlier afternoon event with activities for kids, followed by a more adult-oriented evening.
That could turn Black Friday into an all-day opportunity:
Afternoon: Family-friendly activities and food
Early evening: Casual games and socializing
Evening: Trivia, live music, or another adult-focused activity
Don't Forget the People Who Don't Shop
Black Friday isn't everyone's favorite day of the year.
Some people intentionally avoid shopping on Black Friday.
They're another audience worth targeting.
Your marketing can appeal to them directly:
"Skipping the shopping? We don't blame you."
Invite customers to spend the day enjoying a beer, meeting friends, watching sports, playing games, or simply relaxing.
Your brewery can become the anti-Black-Friday destination.
Give People a Reason to Stay
Black Friday shoppers may arrive tired and ready to relax—but don't give them a reason to leave after one beer.
Offer food specials, flights, games, entertainment, or other activities that encourage customers to settle in.
You could even create a simple Black Friday Relaxation Package that includes a beer, appetizer, and activity for one price.
The objective isn't necessarily to create a huge event.
It's to create an experience that makes customers think:
"I'm glad we stopped here."
Promote It Before Thanksgiving
Don't wait until Black Friday morning to announce your event.
People are already making Thanksgiving weekend plans, so start promoting your event several weeks in advance.
Use your:
Email list
Social media
Website
Taproom signage
Printed materials
Staff recommendations
And remember that your regular customers can be some of your best promoters.
Encourage them to make plans with friends and family and make your brewery part of their Thanksgiving weekend tradition.
Turn Black Friday Into a Brewery Tradition
Black Friday doesn't have to be about selling something.
For breweries, it can be about giving people somewhere to go when they're finished shopping—or somewhere to go instead of shopping altogether.
Create a comfortable atmosphere, pour good beer, offer some simple entertainment, and give people a chance to slow down.
Because after a long day of shopping, sometimes the best Black Friday deal is simply finding a comfortable chair, ordering a beer, and realizing you don't have to go anywhere else.
