EIBF webinar: Marketing campaigns in the lead up to the holiday season

  • 29/09/2021

Listen again to our first webinar from the autumn series, exploring the upcoming marketing campaigns supporting the end of the year bookshop sales


Marketing campaigns in the lead up to the holiday season


It might be hard to believe we are almost entering the final quarter of the year, especially for those of us lucky enough to be enjoying the last remnants of summer. However, uncertainty along the supply chain within the book sector, staffing, and safety challenges are calling for even earlier planning than usual for the upcoming holiday season. 

Aiming to encourage customers to buy gifts early, thus avoiding disappointment and last minute rush sales, the American Booksellers Association (ABA) last year launched a very successful marketing campaign: 'October is the new December'. As fall approaches, ABA is re-releasing the campaign, providing support to  booksellers as they head into their busiest months of the year.


We welcomed Courtney Wallace as our guest speaker for this EIBF Webinar. As ABA's Marketing Manager, Courtney is ideally positioned to share a few insights from the campaign with us, focusing on the uptake and campaign's successes. 


Missed the event? 

Please note that the full recording of the event will be accessible for the next 7 days, after which only EIBF members will be able to re-watch it. 


The EIBF webinar series aims to bring together the bookselling community to discuss opportunities and challenges of our industry.

Please note that the webinars are open to EIBF members and their members (through Booksellers Associations in respective countries).