As temperatures rise and families pack up their cars to head off to their summer vacay destinations, the literary world experiences what some call the “summer slump.”
Traditionally, the period from June to August sees a downturn in book purchases, attributed to people spending more time outdoors, traveling, spending money on bigger ticket items like vacations, or simply taking a break from routine. And previous data has supported this idea.
In fact, most ecommerce sites will see sales fluctuations throughout the season — with dips in June, July and August and peaks between November and January. (Fun observation: Sales increases during November and December are obvious as holiday shoppers are looking for gift books. But many ebook sales are still high in January because of all those new e-readers folks receive as gifts at the end of the year).
So take solace in the fact that you are not alone.
The Seasonality of Book Sales
For authors and publishers alike, summer has long been viewed as a challenging season. You may have noticed many involved in publishing enacting “summer Friday” work schedules, emblematic of the overall decrease in activity across the industry.
Historically, sales drop noticeably compared to other times of the year. American writer Dean Wesley Smith has previously noted that from May to September, book buying tends to hit its lowest points. Despite the digital revolution and the rise of indie authors, this trend has persisted, casting a shadow over the midyear earnings of many in the publishing world.
Ebooks to the Rescue?
But here’s the catch: Ebooks appear to defy the traditional slump. According to data from Amazon’s Kindle store, ebook sales metrics in July mirror those of February, challenging the notion that all book formats suffer equally in the summer months. This resilience in ebook sales suggests that while physical book sales may dip, digital formats continue to find favor among readers seeking portable, easy-access reading options throughout the summer.
Opportunities Amidst the Dip
While overall sales may decline, the summer slowdown presents opportunities, particularly for indie authors. With fewer big-name releases dominating the market — as compared to November when everyone seems to be publishing their book — there’s less competition for visibility. Cost-per-click (CPC) increases as competition increases; so summer could be a great time to beef up your digital advertising with a lower budget.
This also makes it an opportune time for additional marketing efforts and promotions tailored to appeal to summer readers.
Summer Slump Marketing Strategies
For self-published and indie authors navigating the summer slump, several strategies can help mitigate the seasonal downturn:
- Targeted Marketing Campaigns: First and foremost, it’s important to understand the reading habits of your audience. But highlighting your book as the perfect summer read can resonate with vacationers and leisure readers by emphasizing themes of escape and relaxation in your marketing materials.
- Start Early: Keep in mind that you’ll want to begin planning a targeted marketing campaign well before summer hits, especially if you’ll be targeting print outlets. Reach out to local libraries about including your book in their summer reading challenge, or getting the book on summer reading lists. Try and target parents who may be looking for books to keep their kids busy over the summer, as well as getting your book on back-to-school lists.
- Digital Promotions: Utilize platforms— like Amazon’s promotional tools — to offer discounts or freebies, tapping into the summer reading spirit. Keywords such as “beach read” can attract readers looking for light, engaging stories. The caveat: If your book isn’t a beach read, don’t claim it is one; readers will be able to tell right through the charade. Some genres lend themselves more to the “beach read” classification, but there’s only so many ways to spin a genre that isn’t a good fit. Also consider running a price drop promotion for your ebook to entice people whose wallets may be tighter with all the summer spending.
- Physical Books Appeal: While ebooks dominate digital sales, there remains a charm in physical books, particularly during the summer (is it even summer if you haven’t taken a photo of your book by a poll?). Consider promoting paperback editions for readers who prefer the tactile experience of reading on the beach or get motion sickness in a car when looking at an ereader. This could also be a great time to try and schedule events with a library or bookstore.
- Collaborative Marketing: Partner with fellow authors to create curated summer reading lists or run joint promotions. This approach can expand your reach and attract new readers within your genre or niche. And it’s always a great idea to connect and boost up fellow indie authors!
Rethink the Summer Slump
While the summer slump is a recognized trend in book sales, it’s not a death knell for authors. It’s also important to remember that sales are affected by a variety of factors not limited to just time of year. It’s easy to compare sales month to month, but you should aim to compare sales to the same time in previous years. This will give you a better understanding of whether your marketing strategies are effective and improving.
Understanding consumer behavior and adapting your marketing to suit the season are key for indie authors to turn a traditionally slow period into a time of opportunity and growth. Whether through innovative promotions, embracing digital trends, or leveraging the appeal of physical books, there are myriad ways to navigate and even thrive in the summer sales landscape.
So, as we dive deeply into the dog days of summer, remember: Creativity and strategic planning can make summer a season of renewed reader engagement and book sales success.
Looking to create a specialized marketing plan for your book next summer? Reach out to us!
Jennifer Vance is a publicist at Books Forward, an author publicity and book marketing firm committed to promoting voices from a diverse variety of communities. From book reviews and author events, to social media and digital marketing, we help authors find success and connect with readers.
Interested in what’s possible for your book sales and building readership? Check out our services, tell us your goals, and get a customized publicity campaign tailored just for you.
