Level up your restaurant’s seasonal promotions with SMS! Learn which holidays to target, how early to begin each campaign, and get a simple yearly SMS calendar plus 10 sample messages for each major season. Drive more traffic and sales all year round.

For many restaurants, holidays and changing seasons bring surges in demand—from Valentine’s romantic dinners to New Year’s Eve parties. But competition also spikes. The good news? Text messages (with 98% open rates in the US) can cut through the noise, delivering time-sensitive deals and reminders straight to hungry customers.

In this guide, we’ll cover which seasonal events to target, when to begin marketing them, and how to schedule your messages. We’ll also provide 10 sample SMS messages for each major season, helping you craft a winning campaign that stands out from your competitors.

A List of Seasonal Marketing Opportunities for Restaurants

Though every region has unique holidays, below is a general list for the US, Canada, and many Western markets. (Adapt for your local traditions as needed.)

New Year’s (Late December–Early January)

• New Year’s Eve parties, “reset” specials (healthy menu?), post-holiday crowd.

Valentine’s Day (February 14)

• Romantic dinners, couples’ promotions, dessert pairings.

St. Patrick’s Day (March 17)

• Irish-themed specials, beer and pub food combos.

Easter (March/April, date varies)

• Easter brunch, family feasts, kids’ events/egg hunts.

Mother’s Day (May, date varies by country)

• Brunch deals, complimentary dessert for moms, family set menus.

Father’s Day (June, date varies)

• BBQ, steak deals, “dad-friendly” combos.

Summer Season (June–August)

• Outdoor dining, grill specials, cold drinks, iced treats, beach-themed events.

Back-to-School (Late August–September)

• Quick, budget-friendly lunches, family “time-saver” deals.

Halloween (October 31)

• Spooky-themed treats, costume party nights, kids’ freebies.

Thanksgiving (Late November, US)

• Dine-in or takeout turkey dinners, holiday catering, gratitude promotions.

Winter Holidays (December)

• Christmas gatherings, gift card promos, corporate parties, end-of-year celebrations.

New Year’s Eve

• Special countdown parties, champagne deals, pre-fixe celebrations.

Each of these seasons can also intersect with local events (e.g., Mardi Gras, regional festivals). The more relevant your promotions, the more effective they’ll be.

When to Start Campaigns for Each Season

Planning is everything: sending messages too late risks missing your audience, while too early can cause unsubscribes or irrelevance. Here’s a quick timeline:

• New Year’s: Start around Dec 20–25 (tease upcoming events)
• Valentine’s Day: Begin late January (2–3 weeks prior)
• St. Patrick’s Day: Launch 1–2 weeks before March 17
• Easter: At least 2 weeks prior, especially if you’re offering pre-orders for family meals
• Mother’s & Father’s Day: 2–3 weeks prior, plus a reminder in the final week
• Summer Season: Announce special summer menus in late May or early June
• Back-to-School: Early to mid-August
• Halloween: Start in early October (or even late September for bigger events)
• Thanksgiving: Start early November; if offering takeout deals, 3–4 weeks lead time helps
• Winter Holidays (Christmas, etc.): Launch in late November or early December, with follow-ups throughout December
• New Year’s Eve: Late December (a week or so before, plus a day-of reminder)

A Simple Calendar for SMS Campaigns (Year-Round)

Below is a skeleton calendar covering each quarter. Adjust actual send dates to suit your locale and restaurant size:

Q1 (January–March)

• January 1–10: New Year’s follow-up, “Healthy Eating” theme, loyalty push
• Late January: Valentine’s Day Teaser
• Early February: Valentine’s Day countdown (2–3 texts spaced out)
• Early March: St. Patrick’s deals

Q2 (April–June)

• Late March/Early April: Easter announcements (family brunch)
• Mid-April: Spring seasonal menu intro
• Early May: Mother’s Day promotions
• June: Summer menu launch, Father’s Day deals

Q3 (July–September)

• July: 4th of July (US) or general summer BBQ deals
• August: End-of-summer “cool down” treats, Back-to-School specials
• Late September: Start teasing Halloween

Q4 (October–December)

• Early October: Halloween/Harvest-themed deals
• Early November: Thanksgiving promotions, holiday catering
• December: Winter holiday + gift card push, leading to NYE celebrations

10 Sample Messages per Seasonal Category

Below are 10 sample messages for the major seasonal categories. We’ll group them by short “stages” in a typical campaign timeline:

Valentine’s Day

1. Early Teaser (2 weeks out): “Love is in the air! Reserve your spot now for Valentine’s Day at Bella Bistro. Book early and get a free glass of champagne.”
2. 1 Week Before: “Don’t miss our Valentine’s 3-course dinner special. Limited seats left—reply YES to secure your table!”
3. 3 Days Out: “Only 3 days until Valentine’s Day! Woo your sweetheart with our romantic candlelight dinner. Save 10% if you book today.”
4. Day Before: “Final chance! Impress your date—Valentine’s dinner at Bella Bistro. We still have a few openings. Book now: [short link].”
5. Morning Of: “Happy Valentine’s! Surprise your special someone tonight. Show this text for a complimentary dessert. Love is delicious at Bella Bistro!”

(After the event, do a post-campaign “Thank You” or feedback request. Example below.)

1. Post-Campaign Thanks: “Thank you for spending Valentine’s with us! Rate your experience 1–5. Your feedback makes us better.”
2. Loyalty Prompt: “Join our VIP text list for monthly offers. Reply VIP to enroll—dinner for two discount awaits.”
3. Upsell for Next Seasonal Event: “Loved Valentine’s at Bella Bistro? Mark your calendar for Mother’s Day brunch deals—coming soon.”
4. General Revisit Offer: “Enjoy 20% off your next dinner for two. We appreciate you!”
5. Survey: “Which new dessert flavor should we add? Chocolate Raspberry or Mango Dream? Reply CHOC or MANGO.”

Summer BBQ & Outdoor Dining

1. “Sizzling Summer Kickoff! Enjoy our new BBQ ribs—reply YES for 15% off your first summer order.”
2. “Beat the heat with our iced margaritas! Show this text for a 2-for-1 special all weekend.”
3. “Planning a backyard party? We cater! Book your summer catering in June and get free delivery.”
4. “Mid-July Blues? Spice it up with 10% off all grill items! Code: JULYGRILL.”
5. “Cool down with free iced tea on any lunch order over $10. Show code ICEDTEA.”
6. “Weekend Beach Vibes: Grab a to-go picnic set from us—2 wraps + sides at $20 only!”
7. “Sunset Sips: Join our rooftop dinner event—live music & special cocktails!”
8. “Flash Sale: Next 10 orders get a free fruit salad! Hurry, reply QUICKFRUIT to claim.”
9. “Summer’s ending soon. Don’t miss our final BBQ bash next Saturday—RSVP now!”
10. “Thank you for a fantastic summer! Autumn menu debuts next week—stay tuned.”

Winter Holidays (e.g., Christmas)

1. “Holiday spirit is here! Our festive menu is live—book your December table now for a free holiday-themed dessert.”
2. “Hosting a holiday party? Get 10% off group bookings of 8+ at Cozy Cottage. Reserve soon!”
3. “Stocking Stuffer: Gift cards now 20% off. Share delicious moments with friends & family!”
4. “Remember your team? We do corporate lunches—earn a free dessert tray with any order for 10+.”
5. “Only 10 days ’til Christmas. Pre-order your holiday ham dinner before we’re fully booked!”
6. “Weekend Carols + Dinner Special: Enjoy live Christmas music on Saturday—2 seats for $50. Book now.”
7. “Last-Minute Shoppers: Grab a digital gift card from Cozy Cottage—instant email delivery!”
8. “Christmas Eve Countdown: Let us cook for you. Limited takeout packages remain—reply YES to check availability.”
9. “Merry Christmas! We appreciate your support. Enjoy free coffee or cocoa with your next visit, code MERRY.”
10. “Boxing Day Deals: 25% off leftover feast combos! Only on Dec 26–27. Perfect for holiday recovery.”

(You can replicate this style for Easter, Mother’s Day, Father’s Day, Thanksgiving, and so on.)

Stages of a Seasonal SMS Campaign

Notice how each campaign has distinct phases:

1. Teaser/Announcement: 2–4 weeks before the event.
2. Countdown: 1–2 weeks prior.
3. Last Call/Reminder: 1–2 days before, plus morning-of.
4. Event-Day/Immediate: Possibly a “Happy [Holiday]!” greeting or a final “It’s happening tonight!” push.
5. Post-Event Follow-Up: Thank customers, request feedback, or convert them to loyalty members for next time.

Conclusion

Holiday and seasonal SMS campaigns can make your restaurant top-of-mind exactly when customers are primed to celebrate. By timing your promotions strategically—often starting 2–4 weeks in advance, then ramping up the frequency—you’ll foster excitement without overwhelming your subscribers.

Meanwhile, a well-structured year-round calendar ensures no opportunity slips through the cracks, from cozy winter feasts to sizzling summer barbecues. And with the sample messages we’ve provided, you have ready-to-go templates for each stage of a seasonal campaign. Tweak them to reflect your brand voice, keep them personal, and watch your restaurant’s reservation book (and profits) fill up all year long.