From the end of October, there are about eight weeks until Christmas. That's not much time if you're starting from zero. It's plenty if you know where to put your energy.
Holiday romance is one of the most seasonal corners of the genre. Readers go looking for it for a few weeks each year, then mostly stop. So the work you do in November and early December matters far more than anything you do in January.
Here's how we'd use those eight weeks, whether you're launching a new Christmas book or bringing an older one back out.
What the search data says
We track reader search trends as part of our own research, using Google Trends data alongside the Amazon romance charts. A few things stood out for holiday romance this year.
- Searches for Christmas and holiday romance are up 139% worldwide over the last 12 months compared with the 12 before. In the UK they're up 74%, and in Canada 69%.
- In the US, searches are up 88%, but most of that rise isn't coming from readers. Book-related searches only grew about 8%, so something outside books (a film, a show, a news story) is doing the heavy lifting there. Worth knowing before you plan around a number.
- The December peak is huge. Christmas romance searches in December run at nearly five times a typical month, even after you allow for the general December bump in romance searches.
The takeaway: readers really do show up for holiday romance, and they show up late in the year. Your job is to be easy to find when they do.
Ideally, a holiday book goes up around October, about two months before the peak, so it has reviews and some rank by December. If you're reading this with a brand new Christmas book that isn't out yet, that's okay. You'll lean harder on your existing readers and on visibility you can control. If you already have a holiday book in your backlist, you're in a great spot.
A few things holiday romance readers expect
Looking at the current US Christmas romance bestsellers, a pattern shows up:
- They're on the shorter side. The middle of the pack sits at around 278 pages, noticeably shorter than romance overall. Readers want something they can finish over a cozy weekend.
- About 70% are in Kindle Unlimited, and about three quarters are self-published. Indie authors own this space.
- They're new. Most of the books on the list came out this season, which tells you readers are hunting for fresh holiday reads each year, not just rereading old favorites.
- Just over half are part of a series. A holiday novella set in your existing world is a very normal (and very effective) way to play.
None of this means you have to write to a formula. It just helps you position what you have. If your book is a short, cozy read, say so. If it's a standalone holiday story in a bigger series, make that easy to see.
Weeks 1 and 2: get your book page ready
Before you spend a dollar or post a single video, make sure the book page does its job.
- Cover: Does it say "Christmas" at thumbnail size? Snow, lights, a tree, red and green, a festive font. If a reader scrolling on their phone can't tell it's a holiday book in under a second, it's worth a seasonal refresh.
- Description: Put the season and the vibe in the first line. "Snowed in at his family's cabin for Christmas" does more work than three lines of backstory.
- Categories and keywords: Make sure your book sits in the holiday categories and uses the words readers actually type, like "Christmas romance", "holiday romance", "small town Christmas" or "snowed in".
- Back matter: Update it so readers who finish your holiday book can go straight to your next one, and to your newsletter signup.
If you have a holiday book from a previous year, this is the moment to dust it off. A fresh cover, an updated description and a little attention can bring an older title right back into the conversation.
Weeks 2 and 3: tell your readers first
Your newsletter is the one channel where you don't compete with the algorithm. Use it early.
- Send a "cozy season" email in early November with your holiday book front and center.
- If you're releasing something new, share the cover, a short excerpt and the release date.
- Give readers something to do: preorder, add it to their Kindle Unlimited list, or reply with their favorite holiday trope.
Ask your street team and ARC readers to help now, not in mid-December. Reviews take time to come in, and you want them showing by the time searches peak.
Weeks 3 to 5: content that does the selling
This is when holiday content starts landing on social media, and readers are in the mood for it.
A few formats that work well for holiday romance:
- Trope reels: "Snowed in. One bed. He's her brother's best friend." Short, punchy, and clear about what kind of book it is.
- Scene teasers: A short moment from the book set over festive B-roll. Twinkly lights, a mug of something hot, falling snow.
- "Read this if" posts: "Read this if you love grumpy heroes who secretly decorate the whole town." These help readers self-select.
- Countdown content: A few posts counting down to the release, or to Christmas, keeps your book in front of people without feeling pushy.
You don't need to be on camera for any of this. Pulling the most marketable scenes from your book and pairing them with seasonal footage is usually enough to get a holiday book moving.
Weeks 5 and 6: think about price
Readers are spending money on everyone else in December. A small price drop on your holiday book (or the first book in its series) can make it an easy "treat myself" buy.
A few options:
- A short, limited-time discount on the holiday book itself.
- Discounting book one of the series, with the holiday novella as the natural next read.
- A holiday bundle if you have more than one festive story.
If you do run ads, keep in mind that the run-up to Black Friday is busy and expensive across most ad platforms. We wrote a separate post on whether to pause ads in November and December, but the short version is: keep it tight and watch your numbers.
Weeks 7 and 8: the final push
The last two weeks before Christmas are about staying visible while readers are actually reading.
- Send one more newsletter with the holiday book, plus a nudge toward your next release.
- Keep posting. Readers are on their phones more over the holidays, not less.
- Don't forget the days right after Christmas. People unwrap new e-readers and gift cards and go looking for something to read, and a cozy holiday story still fits the mood until New Year.
Start next year's Christmas book now
The best time to plan next year's holiday release is right now, while this year's is fresh in your mind. Write down what worked, what didn't, and what your readers asked for.
Then work backwards. If holiday romance searches peak in December, aim to publish in October, which means cover, edits and ARCs over the summer. Our free Release Roadmap walks you through the 90, 60 and 30 days before a launch so nothing gets left to the last minute.
Want help with your holiday push?
If you'd rather spend these eight weeks writing than wrestling with social media, we can help. We create reels, scene teasers and graphics made for your books, and post them for you. Take a look at our social media management and content service, or get in touch and tell us what you're working on.