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{"id":11635,"date":"2018-11-07T08:00:58","date_gmt":"2018-11-07T12:00:58","guid":{"rendered":"https:\/\/buildbookbuzz.com\/?p=11635"},"modified":"2023-12-07T21:35:54","modified_gmt":"2023-12-07T21:35:54","slug":"holiday-book-marketing-skip-black-friday-focus-on-cyber-monday","status":"publish","type":"post","link":"https:\/\/sandra.oddjar.com\/holiday-book-marketing-skip-black-friday-focus-on-cyber-monday\/","title":{"rendered":"Holiday book marketing: Why you should skip Black Friday and focus on Cyber Monday"},"content":{"rendered":"

Black Friday is losing some of its cachet for holiday book marketing.<\/p>\n

Retailers are offering more and more deals well before the Friday after Thanksgiving,<\/a>\u00a0so shopping on that formerly magical day is less necessary and even less appealing.<\/p>\n

What’s more, the marketplace is crowded. You’d be hard-pressed to find a retailer that isn’t participating in some form, both instore and online.<\/p>\n

There’s too much noise around Black Friday for me and other people with books and other products to sell. I recently turned down two opportunities to participate in group Black Friday promotions because it’s hard for small players like us to break through.<\/p>\n

But the fact that everyone else is so focused on Black Friday (whether it makes sense for them or not) leaves Cyber Monday wide open for you.<\/p>\n

More people are shopping online on Cyber Monday<\/h2>\n

This is good news because Cyber Monday — November 26 this year — is getting a bigger share of the e-tailing crowd.<\/p>\n

According to the National Retail Federation, 81 million people shopped online on Cyber Monday in 2017 while 66 million did so on Cyber Monday<\/a>. BestBlackFriday.com is predicting that the Cyber Monday number will increase to 95 million<\/a> this year.<\/p>\n

In addition, a Deloitte study reports that this year, while\u00a044 percent of people will shop on Black Friday, 53 percent will do their online spending on Cyber Monday<\/a>.<\/p>\n

Don’t you want a piece of that?<\/p>\n

How to use this for holiday book marketing<\/h2>\n

How can you leverage this huge online shopping event in your holiday book marketing plan? Here are a few suggestions.<\/p>\n

1. Get thee on Amazon.<\/strong><\/h3>\n

You know . . . on the off chance you aren’t there already.<\/p>\n

This is important because\u00a0NetElixir predicts that Amazon will be getting 40 percent of the online holiday sales<\/a> this year. That haul is worth $38.8 billion.<\/p>\n

How does that compare to other online retail sites? Last year, all the other online retailers sold a combined<\/em> $3.6 billion. Ahem.<\/p>\n

2. Drop your book’s price on Cyber Monday.<\/strong><\/h3>\n

Price it at $.99 — that’s a deal price for most books.<\/p>\n

If your publisher controls the price, talk about doing a price drop now<\/em>. Don’t wait.<\/p>\n

3. Promote your deal price.<\/strong><\/h3>\n

Use email<\/strong> — tell your newsletter subscribers about it.<\/p>\n

Shopify reports that last year, email marketing brought in more buyers<\/a> to that site than other lead-generating options — search engines, typing in the URL directly, and social media.<\/p>\n

Send messages in advance and again on Cyber Monday. People often need to be reminded a couple of times before they take action.<\/p>\n

Work to get your special price offer into book deal newsletters<\/strong>.<\/p>\n

Advertise<\/strong> on Amazon and, if it makes sense for your book, Facebook.<\/p>\n

To support your social media<\/strong> efforts, create a deal price graphic that you can share with your Amazon sales page link.<\/p>\n

Remember that people are often shopping for gifts. If your book makes a good gift<\/strong> — and you can explain why — play that up in your promotional campaign.<\/p>\n

Make a choice<\/h2>\n

More people are going to be shopping online on Cyber Monday than on Black Friday. Rather than split your efforts between the two, pick one and focus on it.<\/p>\n

Make that choice Cyber Monday. People will have their credit cards out . . . and they will want to use them. Take advantage of that.<\/p>\n

Are you planning a Black Friday or Cyber Monday sale, deal, or promotion? Tell us about it in a comment.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

\"holiday<\/a><\/p>\n

Black Friday is losing some of its cache for holiday book marketing.<\/p>\n

Retailers are offering more and more deals well before the Friday after Thanksgiving,<\/a>\u00a0so shopping on that formerly magical day is less necessary and even less appealing.<\/p>\n

What’s more, the marketplace is crowded. You’d be hard-pressed to find a retailer that isn’t participating in some form, both instore and online.<\/p>\n

There’s too much noise around Black Friday for me and other people with books and other products to sell. I recently turned down two opportunities to participate in group Black Friday promotions because it’s hard for small players like us to break through.<\/p>\n

But the fact that everyone else is so focused on Black Friday (whether it makes sense for them or not) leaves Cyber Monday wide open for you.<\/p>\n","protected":false},"author":4,"featured_media":19796,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[20,11],"tags":[1046,1047,1048,175,1049],"class_list":["post-11635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-tactics","tag-black-friday","tag-cyber-monday","tag-holiday-book-marketing","tag-holiday-gifts","tag-holiday-shopping"],"yoast_head":"\nHoliday book marketing: Why you should skip Black Friday and focus on Cyber Monday - Build Book Buzz<\/title>\n<meta name=\"description\" content=\"Savvy authors are putting their holiday book marketing energy into Cyber Monday this year. 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