Creative Strategies for Promoting Your Book Around Non-Traditional Holidays

When you think about how to promote your book around the holidays, your mind very likely goes straight to the traditional season of Thanksgiving, Black Friday, Cyber Monday, and the December holidays such as Christmas, Hanukkah, and Kwanzaa. You may even include New Year's Day, since so many people are looking to start the new year with new habits and a positive outlook. However, what about all those other holidays we observe during the rest of the year? Never underestimate the power of a good promotional opportunity!

Of course you'll want to promote your book for the gift-giving holidays mentioned above. But why not try to benefit from of some of the other holidays throughout the year that could bring you enhanced visibility and additional sales? There are likely a number of ways you hadn't even considered to get your work out there to more readers. Making the most of holidays such as Father's Day, Juneteenth, Easter, and Halloween all offer unique opportunities to promote your books. 

Each of these holidays offer significantly less competition for sales, and they offer a built-in hook for your promotions. For instance, if you have a historical spy novel full of action and intrigue, you might market that book differently for the winter holidays than you would during the summer months. Father's Day could be a prime opportunity for you to stir up or revive interest in your book. You can plan a promotion designed to appeal to emotional triggers, genre fans, and gift-givers for this special holiday, using such sales hooks as: 

• • For the Dad Who Always Figures It Out Before the Plot Twist
  • This Father's Day, Trade the BBQ for Black Ops
  • Give Him a Story with Just as Many Layers as He Has

Let's take a look at some holiday-specific strategies for some non-conventional holidays: 

How to Promote Your Book for Father’s Day

Ideal Genres: Historical fiction, thrillers, memoirs, biographies, sports, business, humor, and parenting

Promotional Ideas:

• • Create a curated list of ideas for gifts for Dad, and include your book; pitch your list to local media or relevant blogs
  • Bundle your book with a themed gift for special sales:
    • Include a tie with a business book
    • Include a branded coffee or travel mug with a parenting book
    • Bundle a biography with a historical map
  • Hold a giveaway for your book on social media or in your newsletter

Events & Opportunities: 

• • Pitch your book to local bookstores for their Father's Day display table. Emphasize how it will appeal to men, especially dads.
  • Set up a booth at a local farmer's market. Sign and personalize copies for gift-giving. 
  • Reach out to local libraries and/or men's organizations to set up a speaking engagement. Offer signed copies of your book at the event.
  • Partner with local businesses that are frequented by men such as breweries, barber shops, cigar shops, etc. Ask them to let you offer a stack of your books for sale, and even hold a giveaway to stir interest. 

How to Promote Your Book for Juneteenth

Ideal Genres: Historical fiction, cultural nonfiction, poetry, memoirs, biographies, Black voices in literature

Promotional Ideas:

• • Partner with Black-owned bookstores for cross-promotion
  • Participate in readings, festivals, or virtual events held in honor of the holiday
  • Highlight themes of freedom, resilience, liberation, or identity

• • Apply for a vendor booth at a Juneteenth festival or local author showcase. Feature physical copies of your book at your table, along with branded swag such as bookmarks or other promotional material.
  • Partner with local cultural institutions such as African American heritage museums or cultural centers that are hosting special exhibits or lectures for the holiday. 
  • Many churches and spiritual centers host discussions or youth events around the holiday. Offer to speak at these events or host a book table.
  • Reach out to local colleges holding related celebrations to inquire about involvement, from author panels to group discussions.

How to Promote Your Book for Halloween

Ideal Genres: Children's books, horror novels, thrillers, paranormal romance, fantasy, and dark mysteries

Promotional Ideas:

• • Create a spooky-themed book trailer or cover reveal for feature on social media
  • Team up with other indie authors for a "Fright Night" virtual event with readings, costumes, and giveaways
  • Release a limited holiday edition of your book with a frightening cover variant just for the holiday, even digitally
  • Hold a thematic hashtag challenge on social media. Reward your favorites, or the most popular ones, with online "awards" or free copies of your book 

Events & Opportunities: 

• Host a pop-up signing at a local Halloween venue or event such as a haunted house, a fall festival, or a ghost tour. Boost book sales with items such as themed bookmarks, prints of favorite quotes from your book, or t-shirts.
• Pitch your book to be included in local Halloween events such as bookstore crawls or themed trivia nights at bars and pubs. See if the organizers will include your book in any related collateral such as programs or posters. 
• Schedule and promote a live reading from your book on platforms such as Instagram or Tik Tok for the holiday. Wear a costume and offer copies of your book as a giveaway.

How to Promote Your Book for Easter

Ideal Genres: Inspirational fiction, Christian romance, children's books, spiritual nonfiction, and family-oriented tales

Promotional Ideas:

• • Collaborate with online creators/influencers for inclusion in their holiday round-up posts or videos
  • Create seasonal content for family-focused newsletters and blogs. Be sure to include tips or quotes from your book.
  • If you have a children's book, create free downloadables for kids such as coloring sheets, activity guides, or puzzles.
  • Create an Easter basket gift guide and include your book as one of the must-have items.

Events & Opportunities: 

• • Partner with your local library for spring break events and/or storytimes around the Easter season. Donate copies of your book to the library and offer discounts for anyone who wants to buy a copy.
  • Set up a booth at spring craft fairs, pop-up markets, and local events around the holiday. Promote your book as a unique Easter basket gift, whether it's for kids, parents, or friends.
  • Pitch your book to momfluencers, bloggers, or parenting groups for inclusion in their gift guides, giveaways, or other related contests. 
  • Contact your local indie or church-affiliated bookstores to pitch your book for inclusion on their holiday-themed tables and displays. Offer to sign stock for sale and for any related holiday giveaways.