Unwrapping Success: Holiday Book Marketing Trends You Need to Know in 2023

The holiday season is a crucial time for book sales. As we approach the last months of 2023, it’s more important than ever to stay ahead of the curve. In this blog post, I’ll help you unwrap the top 5 marketing trends for the end-of-year sales season. From online marketing to inspired ideas, you’ll learn what you need to know to make your book stand out. So, grab a cup of eggnog or pumpkin-spiced latte, and let’s dive into the holiday book marketing trends of 2023.

Top 5 Publishing Industry Trends Shaping 2023 and Beyond

In a rapidly evolving world, the publishing industry is no exception to change. As we enter the winter season, several notable trends are reshaping the publishing landscape. From audiobooks to the demand for authentic content, here are the top five publishing trends set to dominate the scene this year and beyond.

1. Embracing the Rise of Audio Books

People are quite busy these days, so they prefer listening to books while doing other things. According to the Audio Publishers Association, audiobook subscriptions increased in 2022. In fact, 41% of listeners revealed their membership in at least one audiobook service. This figure will most likely climb even higher in 2023.

2. Amazon's Domination

The retail giant Amazon has both reshaped online shopping and left its mark on the publishing world. Bloomberg reports consumer spending on Amazon and its subsidiaries has grown each holiday season since 2019. This upward trend indicates Amazon’s growing influence. It also makes it imperative for authors to be more strategic about their Amazon presence to harness its customer base.

3. Authenticity in Short Form Video

This is actually a convergence of two trends: The fall of fake influencers creating a desire for authenticity. And the rise of short-form videos on many social platforms due to the popularity of TikTok. HubSpot’s 2022 U.S. Consumer Trends Report revealed a significant shift in consumer preferences when it comes to marketing videos. 78% of consumers expressed a greater inclination toward videos that are authentic and relatable. This was true even if the videos lacked the polished quality of high-end production. With the meteoric rise of platforms like TikTok, short-form video content has taken center stage. Short videos allow you to create engaging and relatable marketing assets that resonate with today’s audiences.

4. The Digital Marketing Imperative

In an increasingly digital world, successful book promotion requires mastering the art of email, social media, and other online marketing methods. These platforms give authors the potential to reach and engage readers directly. Digital marketing has evolved from an option to a necessity for reaching readers and driving book sales.

5. Unconventional Marketing Projects

As readers’ interests become more varied, authors should find creative ways to get their attention. Things like interactive content, immersive experiences with augmented reality (AR), and other unusual methods are becoming more popular. Readers want unique ways to connect with their favorite books more deeply. These new and different marketing ideas not only match readers’ changing preferences, but also open up new opportunities for authors to create reader relationships.

Changes in how people read and promote books are reshaping the publishing world. These five trends are working together to change how books are made, sold, and enjoyed. To succeed in this changing world, authors need to accept and adjust to these trends. This way, they can offer readers the exciting and immersive experiences they’re looking for in today’s world.

Leveraging the Trends to Increase Book Sales

Now that you know what the trends are, it’s time to put this knowledge into action. Wondering how to make these trends work in your favor? Here are some ideas to help you harness these trends to amplify your author platform, maximize book sales during the holiday season, and cultivate the growth of your business.

Adopt Audio

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Create High-Quality Audiobook Versions

If you haven’t already created an audiobook version of your book, now is the time to get that done. You can collaborate with a professional narrator or narrate your books yourself. Work with an audio engineer to ensure high-quality production. By offering an engaging and well-produced audiobook, you can tap into the growing demand for audio content. You can also cater to listeners who prefer to consume books through audio.

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Promote Audiobook Exclusives

Augment your audiobook with exclusive content. This can include bonus chapters or author interviews. Make them available only to those who buy the audiobook version to incentivize readers to explore this format.

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Offer Audio Bonus Content

Can’t get an audiobook out the door for the holidays? Then offer audio-only bonuses to go with your eBook or physical book. These can be one-off podcast episodes or even a podcast mini-series. This engages those who prefer audio content, while making the best of your current inventory.

Amazon’s Unstoppable Domination

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Optimize Amazon Author Central

Create and optimize your Amazon Author Central profile. Provide readers with a comprehensive overview of your books and a direct connection to you. Consistently updating your author information and sharing insights can help build a loyal fan base. And, when you get readers to follow you, each time you release a new book, Amazon sends them an email to let them know.

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Use Kindle Direct Publishing (KDP)

Amazon favors content that is published using their own KDP platform. Self-publishing your content through KDP enables you to reach a global audience. And, if you choose to leverage KDP Select, you can also boost visibility and sales with promotional tools like Kindle Countdown Deals and Kindle Unlimited.

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Engage with Amazon Reviews

Actively engage with readers by responding to reviews and comments on your books’ Amazon pages. This fosters a sense of community and encourages readers to share their thoughts and recommendations.

Authenticity in Short-Form Video

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Behind-the-Scenes Insights

Create short videos that offer a glimpse into your writing process, research, or inspiration behind your books. Post them on TikTok, YouTube Shorts, Pinterest, Instagram Reels, and Facebook Stories. Your authenticity shines through when you share personal anecdotes that resonate with viewers.

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Book Teasers and Trailers

Crafting short video teasers or trailers for upcoming releases can pique the interest of potential readers. These videos should capture the essence of the book and evoke emotions that encourage viewers to explore further. Keep them under a minute so that you can post them in all the short-form video platforms.

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Reader Interaction

Use short videos to respond to reader questions, comments, or book-related discussions. This personal engagement fosters a sense of connection and loyalty among readers. Remember the Old Spice “The Man Your Man Could Smell Like” campaign? It included short videos of Isaiah Mustafa responding to fans’ questions that were very entertaining.

Unconventional Marketing Ventures

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Book-Inspired Advent Calendar

I don’t know about you, but I looked forward to the chocolate advent calendar my father gave me every year until his passing. These days you can find a wide variety of these calendars available for sale – with and without chocolate. Why not create one that riffs off your book? Each day can reveal a personalized tip or advice snippet related to your book’s subject matter. Help readers enhance their holiday experience by sharing practical insights.

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DIY Craft Experiences

If your book is fiction, create seasonal do-it-yourself craft kits based on your book’s characters. Include step-by-step instructions and materials (or where to find them). Encourage readers to share their creations on social media. If your book is nonfiction, share holiday DIY projects aligned with the themes of your book. These kits and projects should provide a fun holiday experience while incorporating the concepts from your book.

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Collaborative Challenge

Encourage user-created content by holding a contest. Invite your readers to create content based on your book. It can be anything from stories to selfies. Showcase their entries on your social platforms and website and give away prizes to the best and most creative ones.

By strategically incorporating these actions into your marketing efforts, you can tap into the evolving landscape of book marketing. In this way, you effectively reach readers and create lasting connections in line with the latest industry trends.

You Don’t Have to Do this Alone!

Did you like these ideas? Would you find it helpful to learn and implement these strategies and more so that the 2023 holiday season is profitable for you and your business? If so, I invite you to drop your Yes vote in the virtual hat and join the waitlist for my proposed Holiday Readiness Bootcamp. If enough authors show interest, I will launch the program in late September.

Here’s the Idea:
The Holiday Readiness Bootcamp is a focused and strategic training program. It was created for authors who want to boost their book sales in November and December. The program is like a toolbox with the knowledge, skills, and practical strategies you need for success during the 2023 holiday season. It doesn’t matter if you’re a skilled author looking to update your marketing plan or a new writer excited to make a strong start. This bootcamp will help you understand how to promote your book effectively during the busiest time of the year.

Want in?

Join the waitlist here

Unwrapping Success: Holiday Book Marketing Trends You Need to Know in 2023