How to Sell More Picture Books at Christmas: A 6-Week Holiday Sales Plan

For most picture book authors, the weeks between early November and Christmas are the best selling window of the year. Picture books are one of the easiest gifts to buy for a young child: they're affordable, they post well, and a signed copy feels personal. Grandparents, aunts and teachers are actively looking for something special to give.

But holiday sales rarely happen by accident. The authors who do well in December usually started planning in October or November. Here's a practical six-week plan you can follow whether you're selling in the UK, the US, Canada or Australia.

Week 1: Get your stock and your listings ready

Everything else depends on having books to sell and a product page that does its job.

• Order author copies early. Print-on-demand and printer lead times often stretch in the run-up to Christmas, and postal services get busy. Order enough for fairs, school orders and signed copies now rather than in December.
• Check your online listing. Is your cover sharp at thumbnail size? Does the first line of your description say who the book is for and why it makes a good gift? A line such as "A cosy bedtime story for 3–6 year olds, perfect for stockings" does more work than a plot summary.
• Review your keywords and categories. Gift-related search terms appear in the run-up to Christmas. If your book has a winter, bedtime, family or kindness theme, make sure that's reflected in your metadata. Our guide to Amazon KDP keywords and categories for picture books walks you through it.

Week 2: Decide on your gift offer

Shoppers buying a gift want it to feel complete. You don't need to discount heavily; a little extra value often works better.

• Signed and dedicated copies. Offer to write a personal message to the child. This is something no big retailer can match.
• A simple bundle. Book plus a printable colouring sheet, bookmark or activity page. Keep it cheap to produce and easy to post.
• Clear ordering deadlines. Check your postal service's published last posting dates for Christmas (Royal Mail, USPS, Canada Post and Australia Post all publish them) and set your own "order by" date a few days earlier.

Before you set any price or bundle, work out what you actually keep per copy. Our article on how to price a self-published picture book explains the maths.

Week 3: Book your in-person selling

Picture books sell best by hand, and the holidays are full of opportunities to meet buyers face to face.

• Christmas fairs and holiday markets. School fairs, church and community fairs, craft markets and festive markets often have affordable tables. Bring a reading copy so people can flick through.
• Local bookshops. Independent shops often welcome local authors for a signing or a festive storytime. Pitch early: their December calendars fill quickly. See how to get a self-published picture book into bookshops and libraries.
• Small Business Saturday. It falls in late November in the US and early December in the UK. Local shops and markets often run events around it, and "buy from a local author" fits the spirit perfectly.

Week 4: Use schools before term ends

Schools are often a picture book author's biggest channel, and the end of the autumn term is a natural moment for a festive story session.

• Offer a short seasonal reading or writing workshop in the weeks before the holidays.
• Send a parent letter and order form home beforehand, so families can order signed copies to arrive before the break. Many parents are glad to tick off a gift.
• Keep the logistics simple for the school: one collection date, clear prices, and you handle the sorting.

If you've never pitched a school, start with our school visit email template and our guide to setting author visit fees.

Week 5: Make your social posts gift-focused

In December, people aren't scrolling for your writing journey; they're looking for gift ideas. Shift your posts to answer that.

• "Who is this book for?" A carousel showing the ideal reader: age, interests, the moment it fits (bedtime, first day of school, a new sibling).
• Behind the signing table. A short video of you dedicating copies shows the personal touch.
• Gift guides. Ask local parenting bloggers, bookstagrammers or community groups whether they're compiling picture book gift lists, and offer a review copy well in advance.
• Repeat your deadline. People need reminding. Post your last order date at least three times.

For more ideas, see TikTok and Instagram ideas for picture book authors.

Week 6: The final push (and what to do after Christmas)

• Send one friendly email to your list with the last posting date and a reminder about signed copies.
• Offer a solution for late shoppers if you can, such as a printable certificate promising a signed copy in January.
• After Christmas, don't stop. January brings gift-card spending, new-year reading goals and the start of spring term school bookings. Note what sold, where, and at what price, so next year's plan is easier.

A quick holiday sales checklist

• Author copies ordered and delivered
• Listing and description updated with a gift angle
• Signed copy or bundle offer decided and priced
• "Order by" date set from official last posting dates
• At least two fairs, markets or bookshop events booked
• Schools contacted with a parent order form
• Three gift-focused social posts scheduled
• One reminder email ready to send

Want the full step-by-step version? Download the free Picture Book Launch Checklist; it works just as well for a seasonal relaunch as for a new book.

Want the templates done for you?

The Picture Book Launch Kit is a 47-page plan for selling picture books, with 18 fill-in templates including a Parent Letter & Order Form, School Visit Pitch & Menu, Bookshop Pitch, Event Checklist, Pricing & Profit Calculator and an evergreen sales calendar. It's a UK & US edition and downloads instantly as a PDF, so you can use it for this Christmas and every season after.