Why I'm Happy I Marketed a Holiday Novel in July

Now that it's the middle of November, it's officially the holiday season. Halloween has come and ghosted. Thanksgiving is next week. Then "the most wonderful time of the year" gets switched on. I don't know about you, but I'm already exhausted.

Call it seasonal depression or Q4 burnout, but this year has been a doozy. While there were highs (like publishing my third novel) there were also lows (like wondering if I'd be able to pay my mortgage). One of the many things I'm thankful for this year is landing a full-time job. The steady paycheck and employer-backed insurance takes a lot of pressure off. It also piles on more work (part of the exhaustion).

When I was deciding when to publish my holiday-themed novel, I originally planned to launch it around...now. Makes sense to publish a Christmas story around Christmas, right? Well, let's just say I'm glad I didn't wait.

In my research for optimal publication dates, the holiday season came up as a red flag. Why?

• More retail competition in every category

• Higher rate of tech glitches because of increased traffic

• Increase chance of shipping delays

So then the question was, when do I launch then? Is there any other time of year when people talk about Christmas? As someone who's once worked in retail and marketing for bigger brands, I was used to planning holiday campaigns in the summer. Then, BING goes the lightbulb. The only other time of year when marketers would sing Santa's praises: Christmas in July.

Sure, many people may not be getting into the holiday spirit just yet, but I saw it as a presale opportunity. Back in the spring, I was also more motivated to make fun marketing videos, spread the word on social, and plan events. Now? See the note about being exhausted.

Luckily, I still have those fun marketing videos that I can repost. All the little pieces of swag I made during my free, pre-FT job days are being put to good use at book events. Now I also have reviews I can use in my marketing efforts. Plus, since the seasonal spirit is starting to take over, it feels a little easier to get shoppers on board with a holiday story. Although, I did see some readers breaking out my book on the beach. A sign of true fans.

So while my book may be considered niche because of the seasonal theme, it doesn't have to be pigeon-holed into one optimal time for selling or reading. Relatable stories that make you laugh and/or cry are always in season. Sometimes it's better to think outside of the holiday (gift)box. In my case, it took the time crunch pressure off. Life can be stressful enough. Take time to relax when you can. Read a book, I can recommend a good one... :)