Between Black Friday and New Year's, readers go hunting for books: a signed paperback to wrap for a friend, a box set to treat themselves, a new audiobook for holiday travel, a fresh read for the e-reader under the tree. Make sure yours is the one they find.

Most authors know the holidays matter. Fewer have a plan. By December, promo spots are booked, ad prices have jumped, and every inbox is buried in sales emails. The authors who sell well this season aren't louder. They're earlier.

So we mapped it out for you. Below are the eight dates worth circling on your calendar, from early November to the day after Christmas, plus what to send, post, and book for each one. Think of this holiday book marketing guide as a to-do list you can actually finish.

November

Want your book in front of new readers on Black Friday week? The best spots are claimed weeks in advance, so this is the week to lock in your plan and your budget.

Your subscribers already know you. Mid-November is the time to reach readers who don't, through people and places they already trust.

No hard sell today. Readers notice when an author shows up just to say thanks, and that goodwill carries into the busy days ahead.

For a series, nothing beats a price drop on the first book. It's a low-risk way in for new readers, and the ones who get hooked buy the rest at full price. Meanwhile, your newest release keeps its price and still picks up sales.

Shoppers go out of their way to buy local on this day, and an indie author is a small business too. It's a natural fit for print books, signed copies, and in-person events.

Shoppers on Cyber Monday want something they can read right away, which makes it the day for ebook deals, box sets, and audiobooks. Got a completed series? Package it. Readers get a lot of story for one price, and you get a bigger sale per reader.

December

Somewhere on every shopper's list is a book lover who's hard to buy for. A simple gift guide solves that, with signed paperbacks, box sets, audiobooks, and digital gift options, each one a click away.

• An order-by date for signed or shipped copies prevents disappointed readers later.

• Book-to-person matches do the thinking for shoppers: “for the friend who loves a slow burn,” “for the dad who reads thrillers.”

• A printable gift card or bookplate gives readers something to tuck into a wrapped copy.

Plenty of readers wake up on the 26th with new devices, store credit, and nothing to read yet. And because many authors go quiet this week, there's far less competition for their attention.

Looking ahead to January

Every reader you reach this season is a potential buyer for your next release. January suits a launch well, since so many readers are setting goals for the year. Planning one? Recruit your ARC team now, and reviews will be ready on launch day. Then look back at what worked: which channel drove the most sales, which email got the most clicks, and where your time was best spent.

Your holiday marketing checklist