Techniques and systems for prioritizing beacon messages are disclosed. Such a technique can include receiving, at a mobile device, beacon messages from multiple beacon devices over short-range communication links, the beacon devices being within a vicinity of an establishment, the beacon messages being configured to provide content associated with the establishment; determining, at the mobile device, priorities of the beacon messages based on one or more criteria; selecting, at the mobile device, a beacon message of the beacon messages based on the priorities to produce a selected beacon message; and presenting the selected beacon message through the mobile device.