As the year comes to a close, authors have a unique opportunity to capitalize on the momentum of the holiday season and the anticipation of the new year. Whether you’re trying to increase sales, connect with readers, or simply gain more visibility, the final months of the year are a great time to implement fresh marketing strategies. Here are seven actionable ideas to help you end the year strong and prepare for the next one.

1. Leverage Holiday-Themed Promotions

Many booksellers, such as Bookazine and Bookshop.org, offer holiday ad placements. When these opportunities arise, they are a great way to increase the

visibility of your title to shoppers who are looking for gifts for readers of all demographics.

If your book is sold at a local retailer, consider coordinating with the bookstore and providing bookmarks or some sort of gift with the purchase to help your book stand out among the others! Some bookstores may have special events you can attend to sign books and interact directly with potential readers.

2. Reflect and Share Your Year in Review

People love stories, and your own journey as an author can be just as engaging as your books. Use the end of the year as an opportunity to reflect on your milestones—whether it’s completing a book, attending events, or growing your audience.

You can share a year-in-review post on your blog or create a series of social media posts. Include behind-the-scenes insights, lessons learned, and even challenges you overcame. This type of content helps readers connect with you on a personal level and reminds them of your book and the progress you’ve made.

3. Revamp Your Email Marketing Campaigns

The end of the year is a perfect time to freshen up your email marketing strategy. If you have a newsletter, send out holiday-themed editions offering exclusive discounts, a gift with purchases, or a giveaway to increase engagement with your readers. For example, you could create a “12 Days of Christmas” campaign in which each day, readers receive a small gift such as a tip, a discount code, or a special excerpt from your upcoming work.

For year-end newsletters, consider including a countdown to the new year, tying a special promotion to key dates. This can create urgency and excitement, motivating subscribers to take action before the clock strikes midnight on December 31.

4. Tap into the New Year’s Resolution Market

With the new year approaching, many people are focused on resolutions and fresh starts. If your book aligns with personal development, self-improvement, or even fiction genres that offer escape and relaxation, you can position it as part of someone’s goals for the new year. If you’ve written a self-help book, now’s the time to market it as a must-read for those looking to grow and achieve their goals. Use targeted ads or social media campaigns to encourage readers to start the new year by diving into your book.

Reading goals are often a new year’s resolution. Consider speaking from that perspective and even sharing a few titles you have enjoyed over the past year as a way to connect with your readers.

5. Host a Virtual Author Event or Q&A

Virtual events have become more popular and accessible in recent years, offering a chance to connect directly with your readers without geographical limitations. Consider hosting an end-of-year virtual book reading, a Q&A session, or even a workshop.

Use this event to engage with your audience, talk about your writing journey, or offer insights into your books. You could also share sneak peeks of upcoming projects for next year, creating anticipation for your next releases. These events are also a great way to promote your backlist, driving sales at the close of the year.

6. Utilize Social Media Challenges and Hashtags

Seasonal social media challenges and hashtags can help increase your visibility during the crowded holiday season. Participate in trending challenges like #DecemberReads or #HolidayBooks, or create your own challenge to encourage reader engagement.

You can invite your readers to share pictures of your book in holiday settings, tag you in their reading nooks, or post about what they’ve enjoyed most from your work this year. Be sure to use relevant hashtags such as #NewYearNewBooks or #GiftAGoodBook to join the broader conversation.

7. Plan Your Marketing for the Next Year

The end of the year is not just about finishing strong—it’s about setting the stage for success in the year ahead. While you’re running your final promotions, take some time to plan your marketing strategy for the upcoming year.

Tease your readers with hints about what’s to come—whether it's a new book, a series continuation, or exciting events like book signings or releases. Use this time to build anticipation and keep your audience engaged during the transition into the new year.

By leveraging these seven end-of-year marketing strategies, you can not only boost your book sales during the holiday season but also position yourself for a strong start in the new year. Whether it’s reflecting on your journey, creating meaningful connections with your audience, or planning ahead, these tactics will help you close out the year with success and prepare for an exciting new year.

Written by Greenleaf's Director of Marketing, Jamie White.