October 9, 2018 • Aerio Staff
Now is the time to think about holiday book sales and prepare your
According to Kim Wylie, Vice President of Trade Sales at Ingram Content
Group, “Q4 is the end all, be all for many book retailers, as the holiday
season is where they place a lot of effort, emphasis, planning and hope.”
By planning your holiday book marketing strategy in advance, you can
capitalize on this seasonal trend and sell more books.
Consumer Book Purchases Spike Before, During, and After the Holiday
Whether you're publishing print books, ebooks, or audiobooks (and you
should consider selling on as many platforms as possible), industry
statistics show that book sales spike around the holidays.
According to Google Trends, online searches for "books" has spiked during
the months of November and December for the past five years. This suggests
that more shoppers are looking for (and purchasing!) books specifically
during the holiday season. Whether consumers are buying books as gifts for
others or for themselves (who doesn't need a break from holiday chores?),
your holiday book sales strategy can capitalize on this trend.
Google Trends also shows that online searches for "ebooks" spike just after
Christmas and into the first week of January. People who receive gift cards
or new ebook devices for Christmas will be looking for ebooks to buy and
read. Take advantage of this predictable surge in interest!
See our tips below on how to use your book marketing and book promotion
strategy to get in on the holiday action.
Best Practices: How to Market and Sell More Books Around the Holidays
Whether this is your first holiday sales period (congratulations!) or
you’ve yet to create a comprehensive holiday book marketing plan, here are
some ideas to get you started.
Messaging Techniques to Promote Holiday Sales
It's best to spend time planning the content and timing of your email
and social media messaging well ahead of time - like now! The time to
send promotional emails is before Black Friday (the Friday after
Thanksgiving) and Cyber Monday (the following Monday).
Remember to take into consideration your regular messaging frequency – you
never want to bombard your email list with messages begging them to buy
your books. However, you may want to slightly increase your messaging
frequency around the holidays as consumers are seeking books, ebooks, and
audiobooks and are generally more primed to shop at this time of year.
Save some time with automated messaging.
You can set up emails to be sent on certain days automatically. If
that's beyond your skill set, enlist some help - it's out there! At the
very least, you should mark specific dates in your calendar to remind
yourself to send holiday email messages or newsletters manually.
See our 5 Best Automation Tools for Authors & Publishers
Write a holiday-themed blog post
announcing a pre-Christmas sale on your books or simply reflecting on
the season. Try limiting your pre-Christmas sale to a specific time
period and track the increased sales during that time. Write a blog
post that includes a gift guide promoting your own books and those of
other authors who agree to do the same for you. Consider being specific
with these posts. For example, “Gift book suggestions for the vegan in
your life” or “the 5 best historical fiction to add to your new ebook
Discover Tips on Blogging 101
Send preorder alerts
to your fans and potential buyers' list in advance of the holidays so
your books and ebooks become part of their shopping lists.
Share holiday-related photos
featuring your book on Instagram and other social media sites. People
who read books like to connect with their favorite authors and the
holidays are a great time to reach out. Use appropriate genre and
holiday hashtags to extend the reach of your posts.
See 4 Visual Creation Tools Your Audience Will Love
Content Creation and Promotion Ideas to Help You Sell More Books During
Write a new book that has a holiday theme
or takes place during the holidays. It might be too late to do that
this year, but it's not too early to get started on next year's holiday
Create a holiday series with other authors.
Work with other authors in your genre to create a book series with a
holiday theme based on a particular set of characters. Launch all the
books simultaneously and offer them individually and/or as a set. These
increases your exposure (and sales opportunities) across the social
media platforms and marketing campaigns of all the authors.
Design a holiday book cover or holiday-themed box set.
Even if your book isn't exactly about Hanukkah, Christmas,
Thanksgiving, etc., you can still incorporate the holiday season into
your book cover by adding a blurb and/or illustration depicting your
book as the perfect holiday gift. Author Julianne McLean added a
holiday-themed book to her three-book series, packaged it as a
four-book series in a new holiday box set, priced it at a discount, and
offered it for a limited time around the holidays. Readers got a great
deal and McLean sold more books!
Utilize social media promotion.
Readers and book buyers not only search Google for gift ideas, but they
look to Facebook, Goodreads, Instagram, Twitter, Tumblr, Reddit, and
other social media sites as well. Be sure to announce your preorder
opportunities, book promotions, holiday-themed special editions, and
holiday wishes on social media. Try different sites and track which
ones work best.
Engage and Grow Your Audience with These Social Media Strategies
Offer swag, discounts, and giveaways.
Bundle holiday sales with related gifts and/or author swag. You might
offer holiday-themed cookie cutters, bookmarks, coffee mugs, or signed
books for readers who purchase your books during a promotional period.
Hold a contest on social media where everyone who signs up for your
newsletter, responds to a quick survey, or simply shows interest in
your book is entered into a drawing for a free set of all your books.
See Tips on How to Run a Successful Book Giveaway Campaign
Use Aerio to complement your holiday book marketing strategy!
With Aerio you can upload your ebooks for free and discount down to
$2.99, allowing you to make up to 85% off every ebook sale! Works great
with social, email and all around web marketing.
See Tips on Supplementing Your Book Marketing with Aerio
The holidays present a unique opportunity to increase your retail sales and
your overall unit sales. People buy and read more books during this time,
and there's no reason why they can't be buying and reading your books. Find
some time to map out a holiday book sales and marketing strategy – because
they're here and gone before you know it! How about right now?