Easter: Is It Really the Second Biggest Book-Buying Season of the Year?

You’ve probably already heard this once, twice, or ten times…

But Easter is the second largest book-buying season of the year in the Christian publishing industry.

It’s not Christmas, but Easter book sales are still big. And truthfully, while sales do peak during Easter, they also trickle through the last remaining reaches of spring. What spurs the spring book-buying season on, and what types of books stand to benefit the most? Read on!

1. Easter. The celebration of the Last Supper, crucifixion and resurrection provide ample opportunity for faith-filled books. Whether it’s a children’s book detailing the story of the resurrection, biblical studies which delve into the theology surrounding the cross, or inspirational books on the power of grace and second chances, Easter is a huge sales opportunity for Christian authors. Books are stuffed in Easter baskets, handed out as hostess gifts at Easter luncheons, and church bookstores are aflutter with hat-and-tie donned believers, picking up the newest releases.
2. Mother’s Day. Books are a classic Mother’s Day gift: there are books of maternal gratitude, novels geared to a female audience, and daily devotionals written specifically to uplift and refresh our (understandably) busy, tired mothers. The “tie” of Mother’s Day, books are one of the most common gifts for moms and grandmothers—and the perfect opportunity to market a book written with a female audience in mind.
3. Graduation. High school and college graduations are huge transitions, and books are a fantastic parting present for a faith-filled young adult. In particular, devotionals, Bible studies, and books which teach and inspire college students to seek out God’s plan for their life all receive big sales boosts during this time.
4. Father’s Day. Yes, ties and Omaha steaks are popular across the board, but families of faith also love to gift paper-bound vehicles of wisdom! There’s no shortage of books on being a godly husband and father; no void of devotionals written for men. Books on father-son friendships, the father-daughter bond, and teachings on God’s perfect example of fatherly love are all books which should be heavily promoted during this season.

If your book falls into one of these categories, now is the time to seek out any last-minute local media opportunities and book signings. Work on building your audience by shaking hands, collecting email addresses for occasional email blasts, or adding new fans to your social media channels. Remember, a reader you gain today will also be a reader you keep for tomorrow—aka, your second book!