Bonuses are being offered to managers at hundreds of Spirit Group pubs to open on the evening of Christmas Day.
Managers at most of its 300 local pubs will receive 7% of net sales taken between 7pm and 11pm on 25 December.
This marks a first for Spirit, Punch Taverns' managed arm, and follows consultations with managers.
Pubs will be expected to open at both lunchtime and between 7pm and 11pm, although a memo to Spirit managers said "there will be exceptions" which "will be agreed on a site-by-site basis".
Managers will not be forced to work both shifts and are asked to find cover for one shift if necessary.
One Spirit manager told the MA: "I've never been asked to work on Christmas night before. I'm not sure I want the sort of people who might come in at that time."
But National Association of Licensed House Managers president Dave Daly said: "If it's not forced upon them and there's an incentive in it, it's good news."
A Spirit spokesman said: "We know many of our customers want to visit their local and enjoy a drink with friends and family on Christmas night. This is why we want the community-orientated pubs in our estate to be open to trade wherever possible.
"Pubs that already trade at Christmas recognise the difference it makes to customer satisfaction and how it helps strengthen their position within the local community.
"We thank managers who have already offered their support to the initiative and can confirm that a generous incentive plan is in place to reward those individuals who really embrace it."