Editor’s note: This post was originally published on November 1, 2018, and was most recently updated on September 24, 2025.

The holiday season isn’t just the most wonderful time of the year—it’s a perfect opportunity to grow your brand, attract new customers, and boost your book sales. With shoppers searching for thoughtful, one-of-a-kind gifts, your self-published book could be just what they’re looking for.

Whether you’ve created a beautifully designed cookbook, a coffee-table art book, a children’s book, or custom notebooks and journals, this is your moment to shine. Not sure how to market a book or where to start? Don’t worry, we’ve got you.

In this post, we’ll walk you through how to promote your book this holiday season with practical, creative tips tailored for creative bookmakers like you. We’ll start by building a holiday marketing plan together and then get into 12 ideas to make this season your best.

Still in the idea phase? Get inspired with our take on the top five self-published book genres that get the most sales (and don’t require too much lead time).

Step 1: Start with a holiday marketing plan

Before you dive into the sales tactics below (jump there), take the time to outline a simple marketing plan. This will keep you focused, organized, and consistent throughout the holiday season—even during the busiest weeks.

Below are the key elements you’ll want to think about. Grab a pen and paper or open up a blank document and start jotting down your ideas. Don’t overthink it at this stage. Even quick notes or bullet points will do, and you’ll be surprised at how quickly a clear plan starts to take shape.  

Identify your target audience

Who are you creating for? Whether it’s parents looking for children’s books, foodies shopping for holiday recipes, or art lovers looking for a conversation-starting coffee table book—knowing your ideal customer helps you tailor every piece of your campaign, from the tone of your copy to the look and feel of your visuals and the type of deals you offer. 

Try creating one or two audience personas covering basic information like:

• Demographics: Age and location  
• Interests: Hobbies and values (like: do they prioritize sustainability?)
• Shopping habits: What social platforms are they on? Where do they browse? Who do they take recommendations from? What’s their potential budget?

The good news is you don’t need to invest in extensive market research to uncover this data. With a little digging into the tools and platforms you are probably already using, you can generate lots of useful insights. 

• Review past sales for patterns to see which of your self-published projects is the most popular, who buys them, and how they found you.
• Check your social media analytics for audience details like age ranges, locations, and other interests.
• Run a quick poll on your social channels with key questions that help you understand your followers’ top priorities.

Choose your best marketing channels

You don’t need to be everywhere. Focus on the platforms where your audience is most active, whether that’s Instagram, your newsletter, or online marketplaces. 

This targeted approach multiplies impact, without burning you out. 

Use this handy checklist to narrow down and identify your most effective channels:

1. Does my content get engagement here? (Think likes, comments, and shares—not just impressions.)
2. Do I get conversions from this channel?
3. Do I enjoy creating content for this channel, and do I have the resources I need to do so? (Consistency is important, so be honest with yourself here.)
4. Can I repurpose content from here to other channels?

This last one isn’t a must, but it’s a definite bonus that can save you time and ensure consistency. 

Establish a holiday theme

A consistent holiday theme ties all your marketing efforts together, creating a cohesive, impactful, and polished campaign that stands out in a competitive shopping season.

Once you’ve landed on a theme (see our ideas below), think about how you can weave it throughout your content. This could include: 

• Holiday color palette: Choose three to five colors you can splash across your website, email, social banners, and packaging.
• Copy: Craft seasonal taglines or phrases that still feel on brand.
• Recurring visual elements: Design or choose specific icons, patterns, and motifs. You could even create a special logo lockup for the holiday period.
• Photography style: Opt for consistent lighting styles, backgrounds, and props when taking photos of your book.

Inclusive holiday theme ideas

• Winter wonderland: Elegant and serene. Think soft whites, silver accents, frosty blues, and snowflake patterns.
• Cozy and warm:  Evoke that hygge life—deep reds, forest greens, and images of fireplaces, blankets, and candles. 
• Modern minimalist: Sleek and subtle with monochrome tones, clean typography, and understated seasonal icons.
• Rustic holiday: Embrace earthy tones, kraft paper textures, pinecones, and hand-lettered typography.
• Magical nights: Create a festive atmosphere with jewel tones like emerald and sapphire, twinkling lights, and starry motifs.
• Playful and bright: Stand out with bold, unexpected colors that still feel festive (hot pink, turquoise, lime green) and whimsical illustrations.

Know your capacity

Trying to do everything is a shortcut to overwhelm, so don’t overextend yourself! Consider how much time (and energy) you realistically have for everything the holiday season involves, from content creation and events to packaging and shipping.

The holiday season is the busiest time of year for creative retailers and self-published authors, but with a bit of planning and preparation, it can also be fun and productive!

Here are some of our top tips for getting the most out of the holiday season (without burning out).

• Prioritize: Pick one or two core tactics (like a Black Friday discount and a gift guide email series) and do them well. Then anything else you can get to is a bonus!
• Batch tasks: Write all your social captions in one sitting, prep your packaging in advance, or shoot multiple product photos of your book at once so you’re not scrambling day-to-day.
• Automate: Use scheduling tools for posts and emails so your content keeps going out, even when you’re taking a well-deserved break!
• Reuse and repurpose: Give great content a new lease of life. Adapt last year’s holiday posts, turn one great product style photo into a social post, ad, and email header, or repackage a blog into bite-sized tips for Instagram.

Let Blurb help
From cookbooks to custom notebooks and journals, if you’re selling a self-published book this holiday season, we’ve got the tools to make it simple and stress-free. Our print-on-demand platform handles the heavy lifting—printing, packing, and shipping—so you can focus on the fun stuff. Planning to sell in person at holiday fairs or pop-up events? Place bulk orders ahead of time and take advantage of our volume discounts to boost your profits.

Set up a marketing calendar

A calendar turns good intentions into action. It helps you keep all your channels aligned and time your content around peak buying moments for maximum impact.

Here are the key dates you’ll want to plot out: 

• Important sale days: Black Friday, Cyber Monday, Giving Tuesday
• Shipping cutoffs: Mid-December windows, depending on carrier
• Planned promotions: Discount periods, limited-edition launches, email sends, social pushes
• Events: Holiday fairs, pop-ups, live streams
• Blurb Bookstore sales: If you list your book in the Blurb Bookstore, you’ll receive monthly sale alerts—perfect for planning ahead. Slot those into your calendar so you can amplify with your messaging ahead of each sale.

Quick tip: Visualize it all in one place—use an integrated calendar, spreadsheet, or content planning tool so you can see overlaps and gaps. 

A bit of planning now gives you structure, clarity, and confidence as you move into the execution phase. 

Next up: tactical ways to promote your book for holiday sales—starting with offers that get attention.

Step 2: Choose your marketing tactics

Now you’ve got your marketing plan in place, it’s time to bring it to life. The holiday season is one of the biggest opportunities of the year for self-publishers—especially when you’ve got a well-designed, beautifully printed book in hand. 

From eye-catching promotions to festive editions, here are 12 smart, seasonal ways to market your self-published book this holiday season. 

1. Offer discounts and promotions

There’s no getting away from it. This is prime time for deals. Shoppers expect them, and they do drive urgency. Promotions can help you reach new customers and encourage fans to buy more than one copy as gifts. 

Try these ideas:

• A deep percentage off for Black Friday
• Free shipping for Cyber Monday
• Bundle deals (like your book plus a companion journal or mini print)

2. Create a holiday limited edition

Give your readers something new and gift-worthy. A limited-edition version can turn your book into a collectible or seasonal must-have.

Ideas to try:

• A holiday-themed cover or updated title page
• A new foreword, exclusive chapter, or bonus recipe
• Signed and numbered copies
• A downloadable gift: playlist, ebook, art print

These small additions can make your book feel extra special and help it stand out during peak gifting season.

3. Share reviews and testimonials

People trust people. A few honest reviews or kind words from your audience can help others decide to buy—especially if they’re shopping for someone else.

Ways to share:

• Pull quotes for graphics on Instagram or Pinterest
• Add standout reviews to your email campaigns
• Share short video testimonials or “unboxing” clips

Tip: If you’ve sold books already, reach out to your buyers directly and ask for a few words. You’d be surprised how willing your readers are to support your success.

4. Pitch your book to gift lists (or create your own)

Holiday gift guides are a go-to for shoppers and a great way to get your book in front of new audiences. Editors and bloggers are often on the lookout for thoughtful, well-made products from independent creators, so don’t hesitate to pitch your book.

Where to pitch:

• Local publications, newspapers, or blogs that highlight small businesses and creators
• Genre-specific sites and newsletters (like parenting blogs, photography magazines, or foodie roundups)
• Online gift guides with a theme—like ‘Books under $30’ or ‘Gifts for design lovers’

Or create your own:
Partner with fellow authors, artists, or small business owners to build a curated gift guide you can all shout about. This is a great way to cross-promote to different audiences and extend your reach during the holidays.

Tip: Make it easy for editors or readers to say yes. Include strong visuals, a short pitch, and a link to purchase. 

5. Run targeted online ads

Got a bit of budget? A few well-placed ads can go a long way, especially during the holidays when shoppers are actively searching for unique, meaningful gifts. Online ads help you get your book in front of the right people at the right time and can be a powerful strategy for reaching new audiences. 

Better still, you can target people based on their interests—like promoting your cookbook to users searching for quick meal ideas, or your photo book to design lovers.

Where to start:
Choose the ad platform that best fits your audience.

• Nonfiction or business books? Try LinkedIn.
• Art, design, or photography books? Go with Pinterest or Instagram.
• General audience? Google and Facebook are solid all-rounders.

Once you’ve picked a platform, create your ad, define your audience, and set your budget. Start small and monitor performance regularly so you’re making the most of your investment—especially during high-traffic periods like Black Friday or the week before shipping cut-offs.

6. Optimize for search (SEO)

SEO (search engine optimization) helps surface your book to people searching online for the perfect gift—and it’s one of the best, always-on, free strategies you can use.

Start by identifying the keywords people might type into Google or third-party platforms like Etsy when searching for gifts in your niche. Tools like Google Keyword Planner or Moz Keyword Explorer can help you discover trending search queries. 

Next, make sure your book title, subtitle, and description include those keywords. They should also appear on your website, online store, blogs, video titles and descriptions, and in any metadata fields.

Bonus idea: Create a holiday-specific landing page featuring your book, gift messaging, and festive visuals to boost both search traffic and ad performance.

7. Sell at holiday fairs or pop-ups

In-person events are a powerful way to connect with new readers—especially when your book is visually striking, giftable, or tells a personal story. Holiday fairs, local markets, and seasonal pop-ups offer a great opportunity to showcase your work and start conversations with new customers.

Before you go:

• Order in bulk using volume discounts to maximize profit margins and ensure you have enough copies on hand.
• Create a warm, festive display with holiday signage, fairy lights, and stacked or wrapped copies that help shoppers imagine your book as a gift.
• Add QR codes to signs or bookmarks that link directly to your online store or Blurb Bookstore listing—perfect for people who want to buy later or send your book as a gift.

Bonus idea: Pre-wrap a few copies in seasonal paper with a note like “Ready to gift!” to inspire last-minute buyers.

8. Launch a holiday email campaign

Email is still one of the best ways to keep your community engaged. A targeted list gives you a head start when planning how to promote your book to people who already love your work. You don’t need a massive list—just an audience that’s interested in what you’re making.

Email campaign ideas:

• A holiday “gift guide” that features your book
• Discount reminders (like “Last day for free shipping!”)
• Behind-the-scenes stories about how you made your book

Tip: Start building your list now—offer a sneak peek, download, or exclusive content in exchange for an email address. Need more guidance? Here’s how to grow your mailing list.

9. Stay active on social media

Social media is a powerful channel during the holidays, but remember, you don’t need to be on every platform or post every day to be effective. Focus on the channels your audience uses and aim for regular, engaging updates.

Here’s how to promote a book on social media (without burning out):

• Plan your posts ahead with a mix of formats: photos, videos, stories, and reels.
• Share book teasers, behind-the-scenes videos, and countdowns to launch day or deadlines.
• Engage actively by responding to comments and DMs, and repost user-generated content like photos or reviews.

Tip: Authenticity beats perfection. Use your phone camera and show your creative process—people love seeing the human behind a brand.

10. Reach out to local bookstores

Independent bookstores are a great place to get your book in front of engaged, book-loving shoppers. Many store owners are happy to support local or self-published authors, as long as the book aligns with their audience and looks professional.

How to pitch your book:

• Bring a finished copy so they can experience the look, feel, and quality firsthand.
• Prepare a short elevator pitch that highlights what your book is about and why it makes a great gift.
• Offer a seasonal edition—like a signed copy, a limited holiday version, or gift-wrapped bundles—to make it more appealing for in-store displays.

Tip: Mention that you’re a local creator. Many bookstores love to feature homegrown talent, especially when they’re curating shelves for the holidays or hosting gift-themed events. 

11. Host a holiday giveaway 

Giveaways are a fun, low-cost way to build excitement around your book, grow your audience, and connect with other creators. They’re especially effective on social media during the holiday season, when people are actively looking for gift ideas and special offers.

Ideas to try:

• Pair your book with a complementary item, like an art print, journal, candle, or holiday treat, for a cozy, themed bundle.
• Partner with fellow indie authors or small businesses to create a prize bundle for a joint giveaway and expand your reach through cross-promotion.
• Run the giveaway on platforms like Instagram or TikTok and ask followers to tag friends, share the post, or join your mailing list to enter.

Tip: Keep the entry process simple and make sure the prize aligns with your audience’s interests. A beautifully curated giveaway can not only increase visibility, but also attract followers who are genuinely excited about your work.

12. Offer a gift-wrapping option

Make your book even more giftable by offering a wrapping option or personalized note at checkout. It’s a small touch that adds big value, especially for last-minute shoppers or those sending books directly to loved ones.

Ideas to elevate the unboxing experience:

• Choose wrapping paper, ribbon, or packaging that reflects your book’s aesthetic or genre (think kraft paper and twine for a nature photo book or bold metallics for a design-focused title).
• Tuck in a small extra, like a bookmark, recipe card, or thank-you note, to surprise and delight.
• Allow buyers to include a custom message or “To/From” tag for a personal and thoughtful touch.

It’s a simple add-on, but it can make your book feel like a complete, ready-to-give gift. Need ideas? Check out these creative ways to gift wrap a book.

Turn your self-published book into a holiday bestseller

Holiday marketing doesn’t have to feel like a full-time job. With a thoughtful plan and a few well-timed tactics, you can turn your self-published book into a meaningful, memorable gift and give your sales a seasonal boost.

Whether you’re trying out social posts, designing a limited-edition version, or pitching your local bookstore, it all comes back to connection. You’re not just selling a book, you’re sharing your passion, your creativity, your story. And that’s something worth gifting.

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Blurb empowers authors, photographers, artists, and designers to bring their vision to life with premium-quality printed books. From easy-to-use design tools to professional print-on-demand services that let you distribute globally, we help you take full creative control—so you can focus on sharing your vision with the world. Ready to get started? Create a free account and start building your book today.