For bar owners, the holiday season can be a blessing or a curse. Between November and January, some bars experience their busiest, most profitable months of the year. Others find the holiday rush dries up their regulars and leaves the bar quiet, with expenses piling up. The difference isn’t always location or luck; it’s often about preparation, marketing, and smart operations.
The numbers speak clearly. Bars and restaurants that fail to plan for holiday fluctuations in traffic often lose thousands of dollars in potential revenue. Poor scheduling, weak marketing campaigns, or missing opportunities around holiday events can cut into profit margins at exactly the time of year you want them strongest.
Take the story of one bar owner who shrugged off the season, Sam. They didn’t adjust their labor scheduling, forgot to promote holiday specials, and ignored their email list. The result? Overtime pay skyrocketed, empty nights dragged on, and their New Year’s Eve event barely broke even.
Compare that with Charlie, a bar owner who carefully tracked data and sales trends, prepped marketing content weeks in advance, and promoted events to their email list. Their bar was packed through December, their staff turnover dropped, and January became an opportunity to launch a new loyalty program instead of a financial scramble.
The lesson? Whether you’re heading into a peak season or facing your slowest stretch, the holidays don’t have to be unpredictable. With the right strategies, you can harness the unique opportunities of November through January. Below, our team at Local Bartending School has gathered curated tips—both operational and marketing—to help you thrive.
Pro-Tip: Remember, the “holiday season” isn’t just Christmas or New Year’s. Thanksgiving Eve, aka Black Wednesday, is historically one of the biggest bar nights of the year, Hanukkah and Kwanzaa draw family gatherings, and January brings Dry January trends. The more inclusive and prepared you are, the more guests you’ll attract. Money is money, no matter who is carrying it, so it’s in the best interest of your business not to deny service to anybody.
Holiday Marketing Foundations for Bar Owners
Marketing during the holidays requires more intention than any other time of year. Guests are bombarded with promotions, family obligations, and events. If you want your bar to stand out, you need to be consistent, creative, and strategic.
What to post:
- Visual storytelling. Use high-quality photos of cocktails, your staff, and events. Holiday lights, seasonal garnishes, and cozy corners of your bar all make great content.
- Behind-the-scenes content. Show staff prepping for events, decorating the bar, or mixing new holiday cocktails.
- Community-focused posts. Promote local events you’re part of, collaborations with nearby businesses, and charities you’re supporting.
Where to post:
- Instagram, YouTube Shorts, and TikTok are essential for younger audiences, with short, snappy videos and trending audio.
- Facebook is still strong for events and older demographics.
- Don’t ignore email! It’s easy to do, we get it. It’s your most reliable way to reach regulars directly.
How often to post:
- Aim for 3 to 4 times per week on social media during November through January, plus at least one email blast per week. December may warrant even more frequent posting, especially around big nights like Christmas Eve, New Year’s Eve, or your own themed events.
Keyword and geotagging tips:
Use location-based hashtags, for big cities like New York or even smaller cities like Charleston [LINK] (#NYCbars, #DenverHappyHour) and holiday-themed ones (#HolidayCocktails, #NewYearsEveParty).
Always geotag your bar so you’re discoverable when people search “bars near me.” This is what our team called ‘low-hanging fruit’ for social media marketing.
Pro-Tip: Build a holiday content calendar in late September or October. Research market trends and buying behavior. Batch photos and videos ahead of time so you’re not scrambling to post during your busiest weeks.
Slow Season Strategy for Bar Owners (January or Off-Peak Holidays)
Not every bar gets slammed with crowds in December. For many, January is notoriously slow. If you’re one of those bars, don’t panic! Lean into the season with smart promotions and lean operations.
Smarter Scheduling for Bar Owners
Scheduling is one of the most tedious yet critical parts of bar management. Avoid the temptation to copy-paste last month’s schedule. Use your POS data to analyze traffic patterns. If you see that Tuesday nights in January average 40% less foot traffic, adjust staffing accordingly. This prevents overpaying during slow shifts and avoids burnout for staff stuck on dead nights.
Marketing Ideas for Slow Season
- Run themed specials: Highlight comfort cocktails, mocktails, or “post-holiday detox” menus.
- Introduce your staff: Post staff spotlights to connect guests with the humans behind the bar.
- Video walkthroughs: Give virtual tours of your cozy winter bar.
- Owner appearances: Step out on the floor, greet guests, and share your personality online, if you feel comfortable.
- Tailor content to your audience: Memes and lighthearted posts for younger patrons; polished glassware and spirit features for older demographics.
- Merchandising: Promote etched copper mugs, branded t-shirts, or gift cards.
- VIP clubs: Use social and email to drive sign-ups.
- Activities: Trivia nights, local artist showcases, or live music keep people coming back.
- Cross-promotions: Team up with nearby restaurants or gyms for shared deals.
Email Engagement
Your email list is gold during slow months. Send out event invites, coupons, or “insider” news about new cocktails. Personalized subject lines (for example, “Hey Sarah, try our new bourbon hot toddy”) have higher open rates.
Pro-Tip: Use January to launch new menus or loyalty programs. Guests are craving change, and your bar can become their new go-to spot for the year.
Operations & Labor Tips (Peak + Slow)
How to Calculate Labor Cost for Your Bar
If you’re a bar owner, one of the most important numbers you need to understand is your labor cost. Labor costs, sure, consist of what you pay your staff, but those wages impact your overall business health. Labor is often the second-highest expense for bars (after alcohol), so knowing how to calculate it will help you avoid overspending during slow weeks and ensure you’re staffed enough for holiday rushes.
Here’s the simplest way to calculate labor cost:
- Add up total wages for a period (say, one week). Include hourly wages, salaries, overtime, and payroll taxes.
- Example: Bartenders $1,200 + Servers $800 + Barback $400 = $2,400 total wages.
- Find your sales for the same period.
- Example: $10,000 in weekly sales.
- Divide labor cost by sales, then multiply by 100 to get your labor cost percentage.
- $2,400 ÷ $10,000 = 0.24
- 0.24 × 100 = 24% labor cost
Most profitable bars aim to keep labor costs between 20–30% of sales.
Alternatively, here’s a quick video on how to calculate labor cost for restaurant and bar owners.
Why It Matters
- If labor costs are too high, profits shrink fast.
- If labor costs are too low, you risk poor service, slow drink times, and unhappy customers.
During holiday peak season, you might accept slightly higher labor costs (more staff for big parties and events). In the January slow season, you’ll want to cut shifts or adjust schedules to keep costs in line.
The key? Always compare labor cost percentage against sales, not just the raw wage numbers. This ensures you’re balancing staff coverage with profitability.
Smarter Labor Practices for Bar Owners
- Track shift notes: Record weather, local events, or sports games that affect traffic.
- Cross-train staff: Bartenders who can batch cocktails or handle barback tasks save you from paying for multiple roles.
- Deep clean: Use slow weeks to do what you can’t during busy months.
- Implement technology: POS tools, digital scheduling, and inventory tracking save time.
- Make cuts when necessary: Don’t keep staff for unnecessary side work. Step in yourself for an hour if needed.
- Review hours of operation: In the slow season, limited hours or takeout cocktails may be smarter.
- Retention matters: Be mindful of turnover. Slow months can push staff to leave. Keep morale high with training days or incentives.
Peak Season Strategy for Bar Owners
If your bar is busy during the holidays, your focus shifts from filling seats to managing the rush without losing money or quality.
Marketing During Peak Season
- Keep your bar top-of-mind with consistent posts, even if traffic is already high.
- Save discounts for your slowest nights—use data to choose wisely.
- Quick-service promotions (batch cocktails, 2-minute specials) help staff survive volume.
- FAQs. Post answers about holiday hours, cover charges, or event policies online.
- Showcase your bar at its best. Post videos of the crowd and save extras to repurpose in January when things slow down.
Pro-Tip: Play on FOMO. Post full rooms, happy guests, and specialty cocktails to encourage early reservations for NYE or holiday parties.
Know Your Par Levels for Peak and Slow Seasons
One of the biggest mistakes bar owners make during the holidays is not keeping a close eye on par levels. Your par level is the minimum amount of product you need on hand to meet demand without overstocking. Think of it as your safety net: enough to get through service without running out, but not so much that your cash is tied up in unused bottles sitting on shelves.
During peak holiday season, you’ll likely see an increase in customer traffic, private parties, and large drink orders. That means your par levels need to rise accordingly. For example, if you normally sell two cases of vodka a week, you might raise your par to four or five cases during the busiest weeks of December.
On the other hand, when January slow season hits, sales often dip. (Here’s a blog about increasing profits for bar owners.) If you keep your par levels the same as December, you’ll end up with overstock, wasted product, and too much money sitting in inventory. Reducing par levels back down ensures you’re staying lean while still meeting your customers’ needs.
By adjusting par levels with the season, you’ll save money, reduce waste, and keep your cash flow healthy, a crucial balance during the unpredictable holiday months.
Holiday-Specific Marketing Ideas
The holiday season is also a chance to lean into themed, festive, and fun campaigns.
- Trivia Nights: Run holiday trivia and tie prizes to your menu.
- Staff in holiday gear: From ugly sweaters to Santa hats, people love seeing the team in the spirit.
- 12 Days of Cocktails: Feature a different drink each day on social media.
- Inclusive celebrations: Highlight all holidays, Hanukkah cocktails, Kwanzaa events, and non-alcoholic mocktails for Dry January.
- Charity tie-ins: Donate $1 from each holiday drink to a local cause.
Pro-Tip: January is prime time for mocktails and low-ABV offerings. Position your bar as both festive and wellness-friendly to attract guests doing Dry January.
What Will Your Holiday Season Look Like, Bar Owner?
The holiday season from November through January is make-or-break for many bars. The difference between struggle and success often comes down to preparation. Those who analyze data, adjust operations, and plan creative marketing campaigns thrive. Those who wing it often bleed money.
Whether you’re entering your busiest season or bracing for a slower stretch, you don’t have to face it blindly. The strategies above, from smarter labor scheduling to inclusive holiday promotions, will help you maximize revenue, keep your staff happy, and attract loyal guests.
Start preparing now. Don’t wait until December to create content or rethink your schedule. By then, it’s too late. Plan ahead, stay consistent, and your bar can shine this holiday season.
Want hands-on guidance? Local Bartending School instructors and bar management experts can help you design custom marketing campaigns, train staff, and optimize your operations for the holidays.
