The After-Christmas Goldmine Nobody Talks About

Jamie Dalton
6 days ago
8 min read

By Jamie Dalton

People unwrap their gifts on Christmas morning, and what do many of them find? Gift cards. Lots and lots of gift cards.

Then December 26th rolls around. They're sitting there in their pajamas, maybe still picking at leftovers, and what do they do? They start shopping online with those fresh gift cards. And a huge portion of them are looking for books and are grabbing what they wished they got under the tree.

I noticed this pattern a few years ago in my own sales data. While everyone was lamenting the "post-Christmas slump," my numbers were actually climbing. At first, I thought it was a fluke, but it happened year after year.

This five-week window from December 26th through January can genuinely generate a huge percentage of your annual sales and create a sales tail if you play it right. And the best part? You don't need to kill yourself with complex marketing to capture it.

Why Readers Are Actually More Engaged After Christmas

Think about your own reading habits for a second. January is when we all get that "fresh start" feeling, right?

People are:

Finally sitting down with the books they got for Christmas
Making those "read more" New Year's resolutions
Joining Goodreads challenges with ambitious goals
Looking for their next great read to kick off the year
Eager to fill new e-readers and tablets received as gifts
Planning their TBR (to-be-read) lists for the entire year

Plus, there's this lovely psychological thing happening - while most people quickly abandon their fitness resolutions, reading goals tend to stick around longer because, well, reading is enjoyable. It doesn't feel like punishment the way that 5 AM gym session might!

The Power of First-in-Series and Backlist During This Period

This time frame presents a unique opportunity to showcase your entire catalog, not just your newest release. Here's why:

New readers with gift cards are more willing to try unknown authors
Resolution readers are looking to commit to entire series
"Completion seekers" want the satisfaction of finishing a series
Backlist titles can be positioned as "hidden gems" to discover

The key is making your first-in-series books the gateway to your world, especially during this gift card redemption period.

A Gentle Approach That Won't Burn You Out

I know you're probably tired. The holidays take a lot out of us, and the thought of launching some massive marketing campaign right now probably makes you want to crawl back into bed.

I'm not going to suggest you do that. What I am suggesting is a gentle, intentional approach that works with your energy, not against it.

Here's what's worked for me:

Week 1 (Dec 26-31): Share Your Personal Reading Journey & Highlight First-in-Series

During that post-Christmas lull, I connect with my readers about something genuine - our shared love of books and those ever-growing TBR piles.

My approach is simple. I send one heartfelt email sharing my own reading reflections and plans. No hard sales pitch, just authentic bookish conversation with a gentle nudge toward my first-in-series books.

Some subject lines that work well:

"My post-Christmas book shopping spree (thanks to gift cards!)"
"How I'm spending my holiday gift cards this year"
"That wonderful moment: Book gift cards + quiet December days"
"Starting a new series is my favorite December tradition"

The key is making it personal. I talk about:

The bookstore gift cards I inevitably find in my stocking every year
That delicious feeling of browsing books with "free money"
How I balance between books I've been eyeing all year and new discoveries
The pleasure of curling up with a new book during that quiet week after Christmas

I might share how I always set aside December 26th as my personal "book shopping day" - that magical moment when the holiday chaos subsides, and I can finally browse in peace, gift card in hand. Or what to do after everyone has opened presents on Christmas day in the lull. AKA Christmas shopping. It's a little tradition I look forward to every year.

Somewhere in that natural conversation, I'll highlight my first-in-series titles with a simple: "If you're looking to start a new series with your gift cards, my [Series Name] begins with [Book Title] and readers tell me it's perfect for winter reading."

I always end with a question that invites real connection: "What books did you get this year!" The responses create wonderful conversations and community among readers.

Weeks 2-3 (Jan 1-14): Reading Resolution Buddy & Backlist Spotlight

This is when I position myself not as someone selling books, but as a fellow reader on a journey. It's also the perfect time to showcase your backlist.

I'll send a newsletter saying something like:

"I'm aiming to read 30 books this year. Ambitious, I know! What about you? I'd love to hear your goals. And hey, if you're looking to diversify your reading this year, don't forget about my [genre] series [Series Name]. If you've already read the first one, have you discovered [backlist title]? It's actually one of my personal favorites from my catalog..."

See what I'm doing? I'm connecting on a human level about our shared reading goals, then gently reminding them my entire catalog exists, not just my newest books. For readers who've already tried my first-in-series, I'm guiding them deeper into my backlist.

During this period, I also create simple graphics for social media that categorize my backlist books by themes that align with reading resolutions:

"For readers aiming to explore new genres..."
"Perfect for your 'strong female protagonist' reading goal..."
"If your 2026 reading challenge includes historical settings..."

Weeks 4-5 (Jan 15-31): Momentum Check-In & Strategic Freebies

By mid-January, some people are wavering on their resolutions. This is when I send a check-in email and deploy my reader magnet strategy:

"How's that reading challenge going? Still on track? I've finished two books so far (behind on my goal, but trying not to stress about it!). What have you been enjoying lately?

To help keep your momentum going, I'm offering my [novella/short story/first book] completely free this week. It's a quick read to help you reach your goal and maybe discover a new series to love."

This is the perfect time to make your first-in-series free or deeply discounted. Readers who got gift cards but haven't spent them yet are looking for good deals, and those who have already spent them are now seeking free content to maintain their reading momentum.

The Reader Magnet Sweet Spot

January is absolutely the best time to refresh your reader magnet. People are actively looking to fill their TBR lists and try new authors.

I simply update the language on my website to say something like:

"Starting your 2026 reading challenge? Grab my free [story/novella/first-in-series] to kick off your reading goals! No pressure - just a free read from a fellow book lover. And if you enjoy it, there are [X number] more books in the series waiting when you're ready!"

My newsletter signups typically double in January with this approach. These are high-quality subscribers too - people actively looking for new books, not just freebie hunters.

Series Completion Strategy

For readers already familiar with your work, January is the perfect time to encourage series completion. I'll create a simple email targeted just to engaged readers:

"Now that the holiday rush is over, it's the perfect time to continue the [Series Name] journey! If you started with [Book 1], readers tell me January is the ideal time to cozy up with [Book 2]. And with your 2026 reading challenge just beginning, why not aim to complete the entire series this year?"

I'll often offer a small bundle discount on the complete series during this period, positioning it as a "reading challenge helper."

What This Looks Like in Real Life

Let's talk about what this actually looks like and how it can be more managable.

I spend one afternoon in mid-December drafting my three key emails (gift card, resolution, and check-in)
I prepare simple graphics showcasing my first-in-series books
I create a "series reading order" guide to share during this period
I update my website and social bios with simple "reading challenge" language
I make sure my books are easy to find with clear buy links
I set up a limited-time freebie or discount on my first-in-series title
I highlight different backlist titles each week on social media
Then I mostly step back and engage naturally - responding to comments, cheering on readers' goals, and being present without being pushy

That's honestly it. No elaborate marketing funnel, no constant content creation, no stress. Just showing up when readers are naturally looking for books. The prep side of this is also a great way to use your PA if you have one!

Being Real About Your Own Goals

While we talk about how readers are prepping their year goals, let's also talk about what we do as authors. I know we get in the habit of looking at how this last year went, what is coming up in the future, and what we want to get done. I'd map out elaborate marketing plans, commit to impossible writing schedules, and then feel like a failure by February when I couldn't maintain it all.

Now I think of my year in seasons:

January is reader connection season
Spring might be drafting season
Summer could be launch season
Fall might be planning season

This approach has saved my sanity. Instead of trying to do everything all the time, I focus my energy where it naturally flows.

For the December-January window, that means I accept that my focus will be more on connecting with readers than on creating new content. And that's okay! The connections I build during this period fuel my creativity for the rest of the year.

Your Simple Next Steps

If you're feeling overwhelmed right now, just focus on these three things:

First-in-Series Focus: Make your series starters highly visible and possibly discounted during the gift card redemption period (Dec 26-Jan 5)
Backlist Spotlight: Create a simple "reading order" guide and feature a different backlist title each week
Strategic Freebie: Offer something free (novella, first book, companion guide) in mid-January when gift cards have been spent

Even just these three small actions will position you to capture the January momentum without adding stress to your holiday season.

Tracking Your Success

To make the most of this strategy year after year, pay attention to these metrics:

Which backlist titles see the biggest boost during this period
Do you have any books with outdated covers that maybe you should look for cheap premades or at hiring someone to recover so they will serve you better when you do this next year
The read-through rate from first-in-series to subsequent books
Email open rates for each of your January messages
Conversion rates on your reader magnet during this time frame
Social media engagement on different types of posts

This data will help you refine your approach for next year's post-holiday window.

A Final Thought

I remember my first January as an author. I completely missed this opportunity because I was "taking a break." My sales flatlined while other authors were seeing their best numbers of the year.

Now I know better. I work with the natural rhythms of the market rather than against them. I show up when readers are most receptive, then give myself permission to focus elsewhere when they're not.

This isn't about hustle culture or grinding yourself down. It's about smart, gentle marketing that aligns with what readers actually want and when they want it.

Your biggest opportunity of the year is just around the corner. You don't need an elaborate plan to capture it - just a willingness to be present when readers are looking, with your first-in-series front and center, your backlist organized and visible, and a strategic freebie to capture new readers.