Not Sold Out Yet? A Practical Playbook for Filling Valentine’s Day
Valentine’s Day is one of the most predictable revenue-driving nights of the year. But what if your book isn’t completely full yet?
The good news: it’s not too late.
Nearly half of Valentine’s reservations happen in the final days leading up to February 14. Many guests procrastinate. Others are waiting to confirm plans. Some are simply scrolling for the right spot.
If you’re not fully booked yet, here are practical, last-minute strategies operators can implement to drive those final covers.
1. Create a “Limited Availability” Push
Scarcity works. If you still have seatings available, it is important to frame it in a different way. Guests don’t respond to “we still have space.” They respond to “only a few seatings left.” Or better yet, we have opened up a few more tables. The best way to send these last-minute reminders out is through emails with direct booking links or through stories on Instagram so peopel can easily click on the link
2. Add a Late Seating Incentive
Early dinner slots typically fill first. If you have availability after 8:30 PM, consider adding a small insentive to get people excited about booking later. Things like a complimentary welcome cocktail, a dessert for two, or a small takeaway gift go a long way! It gives guests a reason to choose the later reservation without discounting.
3. Activate Your Existing Guest List
Your warm audience is your fastest win. Be sure to send reminder emails, text campaigns if you use SMS or a direct message to loyal regulars telling them you have a few spots available & would love to host them.
4. Rethink the Audience
alentine’s Day isn’t just for couples. You can always pivot your your messaging toward: Friends’ nights out, Galentine’s gatherings, Double dates, Solo diners treating themselves. A subtle shift in tone can open new booking opportunities.
5. Optimize Your Reservation Flow
About half of Valentine’s reservations come in during the final stretch before February 14, so your booking process needs to work in your favour. Make sure your reservation link is easy to find across all channels, availability is clearly visible, confirmation emails are seamless, and your policies are straightforward. Any friction at this stage can cost you a booking.
Then look closely at your table configuration. Are you optimized for the reservations you’re actually receiving?
If most bookings are for couples, holding large tables for 6 or 8 may slow you down. Consider whether an 8-top can be split into two comfortable 2-tops or four 2-tops without compromising the guest experience. Likewise, if a 4-top can be made bookable as two 2-tops, you may capture more reservations without adding strain to service.
Valentine’s Day is typically driven by parties of two. Adjust your floor plan to match demand.
Valentine’s Day consistently delivers higher transaction counts and larger average checks compared to typical February nights. Guests are willing to spend more on premium dishes, wine pairings, and celebratory experiences.
If your book isn’t full yet, don’t panic. With focused messaging, thoughtful incentives, and clear operational planning, those final reservations can still come in.
Good Luck!