The 2025 holiday countdown has begun, and for self-published authors this presents a unique opportunity for creative marketing and last-minute book sales. Did you know that 16% to 20% of Americans leave the bulk of their holiday shopping until December? That's right, nearly 70 million shoppers are still scrambling for meaningful, personal, and memorable gifts—and indie books check all those boxes. Below are four creative, practical, and surprisingly simple marketing ideas to help you make the most of these final holiday shopping days.
1. Launch a Holiday Countdown. Last-minute shoppers are motivated by urgency, clarity, and simplicity. Use your social channels to count down to the last day books can ship for a pre-Christmas arrival. Each day, highlight a different type of reader that would love your book. For example, if your write cozy mysteries, your post might be: "Know someone who would love to escape to a charming New England town where the local librarian solves crimes with her cat? Grab [Your Book’s Title] today and it will be on your doorstep before Christmas!" Or, if you write Regency romances, one of your posts could be: "Does your mom love Jane Austen with all the charm, witty banter, London seasons, and English country estates? Then, she'll love [Your Book’s Title], a Regency romance set in 18th century southern England. Order today." Make sure each post has a clear "call to action" and takes shoppers directly to a place they can purchase.
2. Host a Festive "Book + Bonus" Event. Last-minute shoppers also love feeling like they're getting something extra. If you can ship yourself, consider offering a limited-time bonus with the purchase of your book. These should delight the recipient, but not cost you too much time or money to create and ship. A few easy options are:
· An exclusive Q&A with you, the author, on Zoom in the new year.
· A bonus short story, novella, or fun merch like a bookmark, etc.
· Free gift wrapping and a signed copy or hand-written holiday note.
· Coloring pages, if you've written a children's book.
3. Offer "Gift-a-Book" Certificates. Even if the paperback or hardcover format of your book can’t ship in time for holiday delivery, you can create a printable or digital "Gift-A-Book" certificate featuring your cover, a short holiday message, and space for the giver to personalize. This allows buyers to gift a signed copy of your paperback or hardcover even after shipping cutoffs have passed. Promote your certificates as the perfect stocking stuffer, teacher gift, or solution for the reader who has everything. Create a simple form to gather information and accept payments (we like Jotform) and add a link on your website and social profiles. You can offer the gift certificate as a downloadable PDF or email message to be sent on the date indicated by the buyer in the form.
4. Run a Post-Christmas Price Promo. A 24-hour flash sale where you drop the price of your eBook to $0.99 is simple and creates urgency. Add clear, post-holiday messaging: "Fill your friends' and families' new iPads and smart phones with a copy of [Your Book’s Title] for only $0.99—and pick up a copy for yourself, too!" Promote the sale on your website and social channels as well as to your email list with this a strong call to action.
Finish the year with strong book sales. Shoppers are overwhelmed at this time of year, so anything you can do to make buying your book simple, fast, and fun will help you stand out and earn their gratitude. Lean into the urgency of the season, offer creative gifting alternatives, and make your book feel like it's the perfect gift. The holiday sales window may be short, but it’s powerful. Give your book one last festive push—and make the last days of 2025 count. Happy holidays!