Valentine's Day is the one day of the year when the whole world is thinking about romance. If you write it, that's a gift.
The catch is that most authors start planning their Valentine's promo in late January, when the good promo slots are gone, the ARC readers are booked and there's no time left to get reviews on a new release.
In 2027, Valentine's Day falls on Sunday 14 February. If you want to make the most of it, the work starts now. Here's what to book and prepare, and when.
Why plan this early?
A few reasons:
- Promo sites and newsletter swaps fill up. Many popular promo newsletters and author swap calendars book up weeks or months ahead, and February is one of their busiest months.
- A launch needs runway. If you want a new book out for Valentine's, it needs to be live before the rush, with reviews already showing. That means a January release at the latest, which means edits and a cover over the holidays.
- Some tropes peak around now. In our own research into reader search trends, forbidden romance searches peak in February. Single dad and firefighter romance peak in January. If you write any of these, your Valentine's promo has a head start.
- Your holidays will eat December. Whatever you don't set up in November is likely to get squeezed into a stressful January.
What to book now (November)
Promo spots
Start researching and booking paid promo newsletters and deal sites for early to mid February. Look at:
- Which sites are a good fit for your subgenre.
- Whether they have Valentine's or romance-themed features.
- Their booking windows and requirements (some need a minimum number of reviews or a discounted price).
Make a simple list with the site, the date, the cost, the price your book needs to be at, and the booking deadline. Then book the ones that fit.
Newsletter swaps and group promos
Reach out to authors in your subgenre about February swaps or group promotions. A themed group promo ("Valentine's Day reads", "Forbidden love for Valentine's", "Not your usual Valentine's") is an easy yes for readers and authors alike.
Lock in your dates now, before everyone's calendars fill.
Cover, graphics and ads
If you want seasonal graphics, a refreshed cover or a holiday-themed ad set for February, brief your designer now. Designers get busy in the new year too.
What to prepare in December
If you're launching a new book
Work backwards from a January release date so the book is out before Valentine's, not on it.
- Early December: Final edits done, cover finished, preorder up.
- Mid December: ARC copies out to readers, with a clear ask for reviews in release week.
- Late December: Launch emails written and scheduled, launch content planned.
- January: Release, then your Valentine's promo builds on the reviews and momentum you've already got.
If you're promoting your backlist
You don't need a new book to have a great Valentine's. Your backlist is perfect for it.
- Pick your lead book. Usually book one of your strongest series, or your most "romantic" standalone.
- Decide on a price. A limited discount for Valentine's week is an easy hook for readers and promo sites.
- Plan your bundle. If you have a complete series, a boxed set or bundle can be a great "treat yourself" buy.
What to set up in January
Your content plan
Map out two to three weeks of posts leading up to 14 February. A few ideas that work well:
- Trope matchmaking: "Tell me your relationship status and I'll tell you which of my books to read." Singles get the enemies-to-lovers, couples get the second chance, it's-complicated gets the forbidden one.
- "Not your average Valentine's" picks: Great for dark romance, monster romance and anything that isn't hearts and roses.
- Swoon-worthy scene teasers: Pull the most romantic moments from your books and pair them with moody footage.
- Date night reads: "Books to read with your partner", "books to read instead of going on a date", "books for a night in".
- Countdowns: Short daily posts counting down to Valentine's and your sale.
Your newsletter
Plan at least two emails: one announcing the promo the week before, and one on the day itself. Keep them short, warm and clear about what's on sale and for how long.
Your book pages
Before the promo starts, check:
- Your price is set correctly for each promo you've booked.
- Your description leads with the romance and the trope.
- Your back matter links to the next book in the series and your newsletter, so new readers have somewhere to go.
A few Valentine's ideas beyond the usual
- Anti-Valentine's: Plenty of readers aren't into the day at all. A "Valentine's survival kit" promo for revenge romance, enemies to lovers or dark romance can do really well.
- Palentine's: Friends-to-lovers, found family and ensemble casts fit nicely here.
- Reader gift ideas: Signed paperbacks, special editions or gift-ready bundles for readers buying for someone else.
- A free short story: A Valentine's novella or bonus scene for your newsletter subscribers is a lovely thank-you, and a great way to grow your list if you share it as a signup gift.
Your Valentine's timeline at a glance
- November: Book promo sites and swaps, brief your designer, decide whether you're launching or promoting backlist.
- December: Edits and ARCs for a new release, or pick your backlist lead and pricing.
- January: Release (if launching), plan content, write newsletters, set up ads.
- Early February: Prices set, promos live, content posting daily.
- Sunday 14 February: Enjoy it. You did the work months ago.
Want help pulling it all together?
If you'd like a hand with the content side, we pull the most marketable scenes from your book and turn them into hooks, teasers and videos ready to post. Take a look at our hook writing and scene pulls, or our newsletter management if you'd rather we handle your Valentine's emails too. And if you're launching in January, our free Release Roadmap will help you plan the 90, 60 and 30 days before release.