How Black Friday, Small Biz Saturday, & Cyber Monday Works for Authors

Family Shopping

Happy Thanksgiving! This week is a busy one for most of us. Families will be gathering soon and there is all the planning that goes into that, not to mention the book promotion planning we’re doing for the holidays.

Let’s take a look at the opportunities looming before us, which hopefully you’ve already been preparing for. As a planner, sooner is always better than later, but even if you haven’t done any preparation yet, you still have a few days during which you might be able to get something set up.

After eating too much on Thanksgiving (if you’re here in the US), Black Friday arrives, which then gives way to Small Business Saturday, and then we slide into Cyber Monday! Each is a great opportunity for authors. Let’s take a look at some of the possibilities for each one:

Black Friday

Black Friday is the day after Thanksgiving, typically considered the beginning of the holiday shopping season. Many retailers offer deep discounts on items both in-store and online. For authors, this presents an opportunity to offer their books at a discounted price in order to boost sales during the holiday season.

There are a few things you need to do in order to prepare.

1. Decide which book or books you’ll be discounting.

2. Set up a sale price on your retailer of choice (Amazon, Barnes & Noble, etc.). Many authors choose to discount their books by $0.99 or $1.99, but you can choose whatever price point you think will be most effective.

3. Once your sale price is set up, make sure to promote your sale across your social media channels and email list so that your fans and followers are aware of the deal.

Whether or not participating in Black Friday is worth it for authors depends on a few factors. If you have a new release that you’re looking to boost sales for, offering a discount on Black Friday can help attract new readers who might not have been aware of your book otherwise. Additionally, if you have a backlist title that isn’t selling as well as you’d like, a Black Friday sale can help give it a much-needed boost. However, if you don’t think your book will benefit from a discount or if you’re not comfortable with reducing the price of your work, then participating in Black Friday may not be right for you. Ultimately, the decision of whether or not to participate is completely up to you.

Small Business Saturday

Small Business Saturday is a day to support small businesses and promote shopping at local businesses. This year, Small Business Saturday is on November 26th. As an author, you may be wondering how this day can help you or if you should participate. Here are a few reasons why Small Business Saturday can be beneficial for you.

1. It can help you connect with your local community.
If you participate in Small Business Saturday, it can be a great opportunity to connect with your local community. You can set up a table at your local bookstore or library and talk to people about your book. This is also a chance to meet other local authors and build relationships with them.

2. It can increase awareness for your book. 
Participating in Small Business Saturday can help increase awareness for your book. This is especially true if you don’t have a large marketing budget. When you talk to people about your book, they may be intrigued and want to read it. They may also tell their friends and family about it, which can help increase word-of-mouth marketing for your book.

3. It can help you boost sales.
If you participate in Small Business Saturday, you may see a boost in sales for your book. This is because people are out shopping and looking for gifts for the holidays. When they see your book, they may decide to buy it as a gift for someone on their list.

4. It’s a chance to have fun!
Let’s face it, marketing and promoting your book can be hard work, but it doesn’t always have to be! Small Business Saturday is a chance to have some fun while connecting with others and still getting work done.

Cyber Monday

For authors, Cyber Monday is another great opportunity to promote your book and reach new readers. With so many people shopping online for deals, it’s the perfect time to get your book in front of as many people as possible. But how do you make the most of Cyber Monday? Here are some tips and tricks for doing exactly that and making sure your book stands out from the rest.

1. Start promoting your book early.
Don’t wait until the last minute to start promoting your book on Cyber Monday. Get a head start by creating social media posts, sending out email newsletters, and even running ads in the days leading up to the big day. The more people you can reach, the better.

2. Make sure your book is discounted.
On Cyber Monday, people are looking for deals, so make sure your book is discounted on all major retailers like Amazon, Barnes & Noble, and Apple Books. A good rule of thumb is to discount your book by at least 20%.

3. Create eye-catching graphics.
When people are scrolling through their feeds on Cyber Monday, you want your book’s cover or other graphics to stop them in their tracks. Use bright colors and bold fonts to make sure your graphics stand out. You can also use quotes from reviews or testimonials to add credibility and further grab attention.

4. Use relevant hashtags.
Hashtags are a great way to reach new readers who might be interested in your book. On Cyber Monday, use hashtags like #cybermondaydeals #bookdeals #amreading #mustread etc. to get your book in front of as many people as possible.

5. Offer freebies with purchase.
Everyone loves freebies! On Cyber Monday, offer something extra when people buy your book like a signed bookmark, sticker, or even an e-book version of another one of your books. Freebies are a great way to entice people to buy and show them that you appreciate their business.

Bottom line

Black Friday, Small Business Saturday, and Cyber Monday are all great opportunities for marketing your books and reaching new readers as we head into the holiday season. It’s good to be present with your books when people are in a buying mood. There is no time like the holidays for readers to be ready to buy.

To your success!


P.S. Happy Thanksgiving!







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