November is a highly competitive month for fiction authors. This time of the year is known as “Q4” or “the fourth quarter” in the publishing industry. Authors can gain an edge over competitors by adopting a “Christmas in July” strategy.
Whether a current manuscript is specifically a Christmas novel or romance, mystery, fantasy, etc., isn’t a critical issue. The “Christmas in July” strategy simply means publishing any books that you hope people will purchase during the upcoming holiday season. In the next section, you’ll learn the potential benefits, as well as a few downsides to making your next novel available during the summer when your goal is to earn a best-seller by Christmas.
Using the “Christmas in July” strategy helps your book stand out
There are numerous reasons why you’ll want to consider publishing your next book (especially if it’s a Christmas story) during the summer, including:
- There are many readers who enjoy reading holiday content during the summer, such as while they’re on vacation at the beach.
- The “Christmas in July” strategy allows you to offer pre-order options to your customers.
- Publishing during July increases your chances for drawing attention to your book and gaining traction before competitors’ books start being advertised during Q4.
If pre-ordering is the route you’d like to take, try to make sure the hard copies are available by the time holiday shopping sprees begin.
What are the downsides?
So far, it sounds like the “Christmas in July” book strategy is the way to go. However, it’s wise to consider these possible downsides before deciding as to when to publish your next book:
- The main downfall is that publishing a book too early (when hoping to attract the attention of holiday shoppers) places your novel at risk of fizzling out, meaning people might forget about it by the time Q4 rolls around.
- Because many people purchase books for vacation before summer and many others spend time engaging in outdoor activities more than reading, publishing in July might mean sales won’t be where you’d hoped they might.
If you’re working with a traditional publishing house, representatives can help you weigh the potential benefits and downfalls of a “Christmas in July” strategy. There are no guarantees. Publishing in July might boost or impede book sales. Study the current market trends, discuss all options with your publisher, then make the best decision you can with what you know at the time.
