Let’s be honest, the weeks from Thanksgiving to the end of the holiday period sends most of us into a spin! We all rush around trying to get presents for loved ones, often unsure what to buy and this opportunity is often lost on publishers. Books are still one of the most sought after gifts, whether they are bought for others or for ourselves.
Historic book sales figures back this up, last year print sales jumped 4.6% YOY in that single week ending 21st December, the sharpest rise of the entire season. Furthermore, in the US, around 1 in 4 of annual book units are sold during Nov/Dec. Print copies are obviously the most popular format for gifts - as you can wrap them up! Hardbacks do very well at this time of year, as do the classics, this year’s bestsellers, recent releases, or holiday themed titles.
Make Your Final Holiday Marketing Push Count
Before you send out your last newsletter for the holiday period, keep these tips in mind:
- Run pre-Christmas promotions. Consider last minute deals and sales before Christmas, not after.
- Choose wisely. Focus on frontlist and backlist titles that are most likely to sell. Review the 2024 holiday bestseller lists below for inspiration from last year’s trends.
- Optimise discoverability. Refresh your keywords, categories, and metadata to make sure your books stand out.
- Highlight your audiobooks. Remind your community that your audiobooks are available and easy to access.
The final full week before Christmas is traditionally the biggest print sales week of the year, while January typically sees a consistent slump, except in categories such as health, finance, and self-improvement, which attract renewed interest as readers embrace New Year resolutions. Even Boxing Day footfall tends to be limited, with only a modest lift from gift card redemptions.
Other tips to capture the best sales figures for the year
- Front load discounts Run your strongest offer in the two weeks before Christmas, timed to shipping cutoffs.
- Post Christmas “digital deal”- Short (3-5 days) promos on ebooks/audiobooks to catch gift-card redemption and new device activations; audiobooks are still the fastest growing format
- January niche bursts: If you publish health, finance, productivity, or self-improvement, run resolution themed campaigns in early January; otherwise, expect softer conversion.
Holiday period Bestsellers USA 2024 - always good to check out last year’s winners!
Recent and best selling releases
- The Women by Kristin Hannah. A popular historical fiction release from 2024.
- First Lie Wins by Lexie Brody. A gripping thriller that was a bestseller in 2024.
- Funny Story by Emily Henry. A romance novel that was a top seller.
- House of Flame and Shadow by Sarah J. Maas. The latest installment in the popular Crescent City series, which sold very well in early 2024.
Popular holiday titles
- Christmas in Bethel by Richard Paul Evans. A heartwarming holiday story from the author of The Christmas Box.
- The Christmas Wish by Lindsey Kelk. A romantic comedy about a woman's hopeful family Christmas after a breakup.
- The Christmas Bookshop by Jenny Colgan. A festive novel about finding joy and love in a new bookshop.
- Kiss Me at Christmas by Jenny Bayliss. A cosy holiday romance.
- Hercule Poirot's Christmas by Agatha Christie. A classic whodunit perfect for the holidays.
Bestselling backlist and other popular genres
- Harry Potter series by J.K. Rowling: All seven books in the series were among Amazon's bestsellers for 2024.
- The Housemaid series by Freida McFadden. A popular suspense series
- A Court of Thorns and Roses series by Sarah J. Maas. This fantasy series was a top seller.
- The Thursday Murder Club series by Richard Osman. A popular cosy mystery series.
Atomic Habits by James Clear. This non-fiction self-help book remained a top seller.
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