October 5, 2026
7 OND Promotions for Wineries: Holiday Ideas to Drive DTC Sales
The final three months of the year can be some of the busiest for winery DTC sales. Holiday gifting, Thanksgiving gatherings, Black Friday, Cyber Monday, shipping deadlines, and New Year’s celebrations give wineries plenty of reasons to reach out to customers.
But a good OND promotion does not have to mean discounting everything.
The best holiday promotions give customers a clear reason to buy now, whether that means making shipping more attractive, encouraging a larger order, simplifying gift shopping, or creating a limited-time offer.
Quick Answer: What are the best OND promotions for wineries?
Some of the most useful holiday promotions for wineries include flat-rate or free shipping offers, Black Friday and Cyber Monday flash sales, tiered discounts, holiday bundles, wine club member exclusives, early-bird offers, and last-chance shipping campaigns. The best promotion depends on what you want customers to do: buy sooner, spend more, purchase gifts, or come back for another order.
1. Flat-Rate or Free Shipping
Shipping costs can create friction for customers ordering wine online, especially during the holidays when they may be purchasing multiple gifts or stocking up for gatherings.
A shipping promotion can make the total cost more attractive without requiring you to discount the wine itself.
Consider offers such as:
- $15 flat-rate shipping on orders of $200 or more
- Free shipping on orders over a set threshold
- Reduced shipping on case purchases
- Special shipping rates for wine club members
The threshold matters. Look at your typical ecommerce order value and choose a level that gives customers a realistic reason to add another bottle or gift to their cart.
2. Black Friday and Cyber Monday Flash Sales
A short promotion can create urgency without requiring your winery to discount throughout the entire holiday season.
Black Friday and Cyber Monday are obvious opportunities, but wineries can create limited-time events throughout October, November, and December.
For example:
24 hours only: Save 15% on select holiday wines.
Cyber Monday: Special holiday shipping rates through midnight.
Keep the offer simple. Customers should immediately understand what they receive, what they need to purchase, and when the promotion ends.
Then make sure people actually know about it. Coordinate the promotion across email, your ecommerce site, social media, and tasting room so customers see a consistent offer wherever they interact with your winery.
3. Buy More, Save More
Tiered discounts can encourage customers who are already planning to purchase wine to add a little more to their cart.
For example:
Spend $150, save 5%
Spend $250, save 10%
Spend $350, save 15%
You can also build tiers around bottle quantities instead of dollar amounts.
This type of promotion can be especially useful when customers are stocking up for holiday gatherings or purchasing wine for several people at once.
Keep the tiers easy to understand. Too many levels can turn a simple incentive into math homework.
Planning your holiday promotions?
See how to set up promo codes, tiered discounts, flash sales, and other promotions in vinSUITE.
Watch the Holiday Promotions Walkthrough4. Holiday Bundles and Gift Sets
Sometimes the best promotion is not a discount at all.
Holiday shoppers often want help deciding what to buy. Curated wine bundles can make that decision easier while giving your winery an opportunity to merchandise products around a specific occasion.
Consider collections such as:
- Thanksgiving dinner wines
- Holiday hosting collection
- Red wine gift set
- Wine lover gift box
- New Year’s celebration collection
- Corporate gifting packages
You can combine bundles with special pricing or a shipping promotion, but don't underestimate the value of convenience itself.
Make holiday shopping easier, not just cheaper.
Not every customer is searching for the deepest discount. Some are trying to find a good gift quickly. Others need wine for a dinner, party, or family gathering. Your promotion can solve that problem instead of simply reducing the price.
5. Give Wine Club Members Something Extra
Your wine club members are already some of your most valuable customers. OND is an opportunity to recognize that relationship while encouraging additional purchases outside scheduled club shipments.
That could mean:
- Early access to a holiday promotion
- Member-only shipping rates
- Special holiday bundles
- Additional savings on holiday purchases
- Exclusive access to limited products
A member-exclusive offer can reinforce the value of being in the club while giving existing members another reason to purchase during the holiday season.
And those purchases outside scheduled club shipments can tell you something important about member engagement. Looking at purchasing behavior alongside recency, frequency, tenure, and other signals can give wineries a much clearer picture of overall wine club health.
6. Reward Customers for Shopping Early
Not every holiday promotion needs to happen during Black Friday weekend.
An early-bird promotion can encourage customers to place orders before inboxes become crowded and holiday shipping deadlines start creating pressure.
Consider giving customers a reason to shop in late October or early November with an early-access offer, special shipping rate, limited holiday bundle, or short promotional window.
Starting earlier can also help spread holiday demand across several weeks instead of concentrating every order into the same few days.
7. Turn Shipping Deadlines Into Last-Chance Campaigns
The final holiday shipping window gives wineries a natural reason to communicate with customers.
Instead of sending another generic “shop now” email, connect the message to an actual deadline.
Last chance for holiday delivery: Order by December 15.
As shipping windows close, shift the message. Promote local pickup, tasting room purchases, digital gift options if available, or other ways customers can still shop without worrying about a package arriving on time.
This creates a natural progression for your OND marketing instead of repeating the same promotion from November through December.
Don't Run Every Promotion. Start With the Goal.
You don't need to run all seven of these promotions. In fact, you probably shouldn't.
Start with what you want the customer to do.
- Increase average order value? Try a spending threshold or tiered discount.
- Reduce shipping friction? Test a flat-rate or shipping promotion.
- Create urgency? Run a short flash sale.
- Make gifting easier? Build curated holiday bundles.
- Drive additional member purchases? Create a wine club exclusive.
- Pull demand forward? Give customers a reason to shop early.
A thoughtful OND promotion calendar gives customers several reasons to buy throughout October, November, and December without training them to wait for one constant discount.
Compliance note: Alcohol promotion, discount, tax, and shipping requirements vary by state. Wineries should confirm the rules applicable to their winery and destination states before launching an offer.
Frequently Asked Questions About Winery Holiday Promotions
What does OND mean in winery marketing?
OND stands for October, November, and December. For wineries, the period includes important DTC sales opportunities such as fall club shipments, Thanksgiving, Black Friday, Cyber Monday, holiday gifting, shipping deadlines, and New Year's celebrations.
What are good holiday promotions for wineries?
Popular winery holiday promotions include shipping incentives, tiered discounts, limited-time flash sales, holiday wine bundles, gift sets, wine club member exclusives, early-shopping offers, and shipping-deadline campaigns.
Should wineries offer discounts for Black Friday?
Not necessarily. Black Friday can be used for traditional discounts, but wineries can also use shipping incentives, bundles, member exclusives, or limited-time offers. The promotion should support the winery's sales goal and margins rather than discounting simply because other retailers are doing it.
How can wineries increase holiday order value?
Purchase thresholds, tiered discounts, bottle-quantity offers, holiday bundles, and shipping incentives can encourage customers to add more to their carts. The threshold should make sense based on the winery's typical order value and margins.
When should wineries start holiday promotions?
Holiday promotion planning should begin before the busiest shopping period. Wineries can spread campaigns across October, November, and December around specific buying moments instead of concentrating every offer around Black Friday and Cyber Monday.
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