Authors, Tie Your Book to Holidays and Special Events

By Scott Lorenz
Westwind Communications
Book Marketing

One creative way to publicize your book is to tie it to a holiday or special event. You’ll be able to reach your audience on a more personal level by promotion your book alongside a holiday, theme month, or cause. There are thousands of holidays that celebrate various concepts as well as traditional holidays that can be used to market your book, you just have to find them.

John Kremer’s book Celebrate Today contains over 4,000 holidays, celebrations, and anniversaries that are available at your fingertips. You can also check out Ginger Mark’s Weird & Wacky Holiday Marketing Guide, a book that provides businesses with ideas and tools to market products around the calendar. With so many possibilities, finding holidays that can be linked to your book will be no problem.

For example, I once promoted Jackie Miles, author of Cold Rock River, during Bipolar Disorder Awareness Month because the she was diagnosed with Bipolar Disorder. I also tied a promotion of a horse rescue group into the Kentucky Derby, Preakness and Belmont races because the country is focused and interested in horses during that time of year. I also once got television and newspaper coverage for a dentist when we came up with a sugar-free Easter basket. We offered parents tips on how to give non sugar-filled treats over the holiday and received tremendous exposure by doing so. This would be perfect technique for a dentist with a book as well.

I also promoted a book about sports clichés tapping into the season of each sport and the author’s commentary and collection of clichés about that sport during its season. For example we pitched sports writers about football during the time they are covering it and baseball during the summer months, I know it may sound basic but people don’t want to hear about hockey during summer time so you have to tailor your pitch and timing accordingly.

In my experience, subjects such as military books and novels do very well before anniversaries of dates of military and historical events like Memorial Day, July 4th, D-Day, Pearl Harbor Day, 911 etc. Books on the topic of overcoming breast cancer will see increased sales during October due to Breast Cancer Awareness Month. Simply think about the subject matter of your book or any cause that is close to you, personally, and promote your book alongside the specific occasion, cause, or holiday.

Other holidays and cause or theme months to consider include:


  • New Years
  • Martin Luther King Jr. Day
  • Chinese New Year


  • Black History Month
  • Groundhog Day
  • Valentine’s Day
  • President’s Day
  • Ash Wednesday


  • Women’s History Month
  • Read Across America Day
  • St. Patrick’s Day
  • First Day of Spring


  • Autism Awareness Month
  • Parkinson’s Disease Awareness Month
  • April Fools Day
  • Easter (Sunday)
  • Earth Day


  • National Pet Month
  • Social Media Month
  • May Day
  • Cinco de Mayo
  • Mother’s Day
  • Armed Forces Day
  • Memorial Day


  • LGBT Pride Month
  • D-Day Anniversary
  • Father’s Day
  • First Day of Summer


  • Independence Day/ 4th of July


  • Friendship Day
  • “Back to School”


  • Labor Day
  • Grandparent’s Day
  • Patriot Day (9/11)
  • International Day of Peace
  • First Day of Fall


  • National Breast Cancer Awareness Month
  • Columbus Day
  • National Boss Day
  • United Nations Day
  • Halloween


  • Veteran’s Day
  • Thanksgiving


  • Pearl Harbor Day
  • First Day of Winter
  • Christmas
  • New Year’s Eve

The Bottom Line: Find a way to tie your book to a cause or holiday and your overall book sales will increase dramatically with the added publicity.

About the Author

Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers.His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC Nightly News, The New York Times, Nightline, TIME, PBS, Los Angeles Times, USA Today, Washington Post, Family Circle, Woman’s World, & Howard Stern to name a few. Learn more about Westwind Communications book marketing approach at or contact Lorenz at  scottlorenz at or by phone at 734-667-2090. Follow Lorenz on Twitter @aBookPublicist.