Articles tagged "holiday marketing stats"

What Lulu Readers Buy as Holiday Gifts

What you’ll learn:

  • Why hardcover books priced below $30 are the most desirable for holiday gift purchases
  • How readers find the books they buy as gifts and what influences their decision-making process
  • Where shoppers go to find the books that help them spread holiday cheer

The holidays are here! Parties are being planned. Stores are decking their halls. And people everywhere are scratching their heads as they try to find the perfect gift for everyone on those ever-growing holiday shopping lists. The question to you—independent authors – is how do you get your book in front of the shoppers interested in your book’s topic?

In order to help with this perplexing question, we’ve asked Lulu readers about their shopping habits and decisions, and there’s great news! For starters, over 70% of the nearly 1,200 respondents give more than 3 books as gifts over the holidays. Secondly, and an important consideration for you as you work through the steps in our free eBook, Marketing Your Book for Holiday Sales, most of the gifted books will be hardcovers.

So, what are these shoppers buying and how do they decide what to purchase? There are many factors that go into the decision-making process for Lulu readers. Let’s start by looking at one of the more fundamental pieces of the gift-giving puzzle — the price. According the Lulu readers, $30 is the magic number when they’re considering a book to give for the holidays with nearly 90% of respondents saying they’ll pay between $5 and $30. Only a small percentage of gift-givers, 8.4%, will pay more than $30.

How much, on average, are people spending on a book for a holiday gift:

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Now that we know Lulu readers are most likely to purchase and give hardcover books that fall below the $30 price point as they share their holiday cheer, let’s take a closer look at how gift-givers decide which books to give as gifts. When we asked the respondents about how they decided which books to give, an overwhelming majority of Lulu readers indicated that they rely most heavily on online research. This means that an online presence that effectively markets your book to the desired audience is critical to your success gaining holiday sales. Notably, the second most common way gift-givers found books to give as gifts was by giving books that they have already enjoyed and believe their friends and family will love, too.

Decision about which book to give:

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We also wanted to know what other factors contribute to holiday book purchase decisions, like delivery speed and media reviews. While 22% of respondents do, in fact, judge a book by it’s cover, we also learned that the familiarity of the author’s name and customer reviews contributed heavily to the decision to purchase a book.

Factors that play in to online purchases:

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Finally, we asked folks where they shop and make book purchases, both online and brick-and-mortar. Unsurprisingly, Amazon.com was overwhelmingly the most popular retailer, with independent booksellers, Lulu.com, Kindle and other eReaders, and Barnes & Noble stores following, respectively.

Where are people most likely to make their book purchases:

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What does this mean for you?

Simply put, we hope this information helps you sell more books. By asking buyers what they typically buy and how they find these books for the holiday season, we learned not only how the book should look and feel (hardcover), but also the most desirable price point (less than $30) and the importance of having a strong online presence and distribution strategy.

To help each of you achieve your goal of creating the perfect hardcover for the holiday season shopper, we’ve introduced new premium options to make your book stand out. This includes new linen covers, foils stamping, dust jackets and archival paper to ensure your book is a gift your readers can cherish for years.

Be sure to check out the free eBook, Marketing Your Book for Holiday Sales, and sign up for your free First Edition Hardcover.

Happy Holiday Sales!

Your Friends at Lulu

“Christmas Has Begun Already” – What’s Your Q4 Book Marketing Strategy?

This morning, I read a great article in The Telegraph entitled “Book discount frenzy as Super Thursday arrives.” Within the article, a quote that resonated with me comes from Mike Jones, the non-fiction director at Simon & Schuster, who states “Christmas has begun already.” In an effort to capture the attention of the “constantly connected consumer,” the holiday sale season seems to start earlier and earlier each year. For major publishers looking to promote titles within “a declining market, a tough economy and [a market with] structural changes – such as ebooks,” the holiday marketing season has to start early. As self-published authors, we are not immune to the same market realities that major publishers are currently facing. As such, we too need to start our holiday marketing efforts now too. Thus, I have to ask “what’s your Q4 book marketing strategy?

Given the diversity of our author base, many of us will have different strategies. However, I’ve outlined some holiday book marketing tips below that should help many of us. I would also encourage you to post your own tips and ideas on this blog or on our Facebook page to help your fellow authors gear up for Q4 and sell as many books as possible.

Discounting your book – when and by how much?
You don’t need a PhD to know that discounting is a major part of the holiday shopping season. The real challenge is figuring out when to discount and by how much. Prior to the 2010 holiday season,
Forrester Research forecasted that “deep discounts will also be in play, but key dates such as Black Friday and Cyber Monday will be of utmost importance … [r]etailers must expect heavy price-based competition this season and be prepared to play.” I would encourage Lulu authors to plan on offering deep discounts of their books, at the very least, during the pillars of the holiday season – Black Friday and Cyber Monday. To do so, use our Discount Manager that lets you set your book’s list price as you always have and then set a discount to that list price to be shown alongside your regular price. To find out more about our Discount Manager, please click the following link. Please note that, due to distribution requirements, you cannot discount eBooks.