Abstract Gold nanoparticles (Au-NPs) seeded plasmonic nanofluids (PNFs) have shown promising results in overall performance enhancement of direct absorption solar collector (DASC) due to localized surface plasmon resonance (LSPR) effect. For the work presented here, Au-NPs were synthesized by the wet chemical method and were utilized to prepare plasmonic nanofluid. The surface plasmon resonance peak of Au-NPs was observed at 531 nm using UV–Visible spectrophotometer study. The testing for performance enhancement of gold plasmonic nanofluid (GPNF) laden DASC so far is limited to laboratory scale setups or simulation studies. Considering the dearth of outdoor experimental studies, an attempt has been made in the present study to evaluate the thermal performance of Au-NPs (∼40 nm) based nanofluid (∼0.0002 wt%) in full scale DASC. The experiments have been performed at different flow rates under clear sky outdoor conditions in winter season at Jalandhar, India. The maximum collector outlet temperature was measured to be 55 °C with GPNF which is about 7 °C higher than the maximum outlet temperature obtained with de-ionized water as working fluid. Thermal efficiency with GPNF is about 33% higher than de-ionized water at the optimal flow rate of 0.030 kg/s.