October 2025 Countdown to Christmas: Wanna Watch a Christmas Movie Tonight?

As we start October, this note is for authors with at least one published book (as well as any of you who have other things you sell) with an evergreen scented reminder: Christmas is coming.

What are your plans for selling your books as gifts?

How do you intend to tell shoppers about it?

If you haven’t gotten that figured out yet, it’s time to get organized.

Today’s Week-ending Words piece was prompted because the Christmas movies are coming, and amazingly, at least a few of those start TODAY.

Many of us love those Hallmark or Hallmark-type Christmas movies.

Hallmark promotes its official movie season under the tagline we borrowed for our subject line – “Countdown to Christmas” – that officially launches two weeks from tonight on October 17.

In addition to Hallmark, another network we watch that offers up a continuous menu of wholesome Christmas movies is called Great American Family.

Their official kickoff has been announced as October 10, but tonight and this weekend they are sneaking in Christmas movies into a mix with fall-themed ROM-COMs.

However, we realize you’ve already been reminded Christmas is coming. You’ve probably already spotted Christmas décor and merchandise while shopping recently in any number of stores.

Including Christian bookstores. Stores highlighted by the Christian Retail Association, the trade association for Christian bookstores that also produces CPE (Christian Product Expo), often start rolling out their planned promotions in September. Note they have already planned the promotions ahead of that.

If you are just now thinking about this, you are a bit behind, but the good news is, most authors can be nimble and catch up.

A number of years ago I heard one of those remarkably simple, yet remarkably wise statements about book sales: if you want to keep selling books, you have to keep marketing.

And we’ve written about this topic here before.

So, what can you do?

Locally, check out fairs, farmers markets, holiday boutiques and store open houses where you can set up a display of your books or products. Put some effort into making the table attractive, and if you are an author with more than one book, consider bundling them and offering a discount. Perhaps you can even wrap or package the books with festive ribbon or other decorations. Of course, you’ll offer to sign the book(s) and otherwise customize the gift.

Take a look around at shops and stores that aren’t bookstores but might be open to you doing an author book signing. Some might appreciate your festive and attractive table that can add to the Christmas ambiance of the shop. Some of my clients have had book signings at cafes, florist shops, gift shops, and church events, in addition to bookstores.

If you do some in-person sales, don’t forget to bring a clipboard for your sign-up sheet for people who want to keep in touch with you. Of course there are many great ways to do that without paper, but I still recommend you keep a paper record as well, to remind yourself of people with whom you connected.

On social media, you can announce your upcoming participation in the holiday boutique event, and also offer your social media followers the same discounts and deals.

Or if you want to just market digitally, create some attractive graphics and begin reminding people what a perfect Christmas gift your book would make for the right person.

You may even want to purchase some digital advertising, to cast your net a lot wider. If you need help with getting that figured out, reach out to me and I’ll connect you with someone who can help.

While you are getting your books wrapped with a ribbon and a sprig of holly, you might decide it’s a perfect time to watch one of those Christmas movies to which we referred earlier.

Have you noticed Great American Family? I only discovered the network last year, even though it is now in its fifth Christmas season. Their founder and CEO Bill Abbott is a Hallmark alum, and the films feature some familiar names and faces.  They refer to their Christmas programming as “Christmas as it’s meant to be” and incorporate the actual Christian message among the hot chocolate and lights. I admire its stealth Christian messaging, with fairly subtle faith-based films offered year-round.

It may be too early for you to start watching Christmas movies, but it’s not too early to be on the lookout for opportunities to sell your books in the coming weeks and months. You might be surprised at what opportunities you discover.