Reading at Raymond Library, Oakdale, Connecticut—November, 2023

Even though October has several days left, the Season is officially under way. Opportunities to join events where I can sell books, whether exclusively for authors or with broader appeal, are coming thick and fast. On Tuxedo Cat Press’s website, the upcoming events page is being updated at least once a week.

This is now my third holiday bookselling season, and so I’d like to share with you a few more things I’ve learned—and continue to learn—about managing some specific aspects of the Season:

Book your spots early. As far as it’s within your power, try to book events well in advance. This requires several things, including:

Know your calendar. If you have established commitments, such as family events or work deadlines, write them in now so that you don’t inadvertently sign up for an event and then find that it conflicts with preparation of your department’s year-end report or the arrival of Aunt Kathleen, Cousin Rob, and your sister-in-law and her four little ones for Thanksgiving.Know your inventory. As far as storage space and cash flow allow, order inventory well in advance. The last thing you want to do is pay for expedited orders and rush shipping rates to ensure that you have enough books, bookmarks, swag, and décor to last you through the Season, as this not only causes stress, but cuts into your profits. (Speaking from experience here.) Booking events early will give you an idea of how much of everything you’ll need. Draw up a list of what you have on hand, including how many copies of each title; then, compare it to last year’s sales figures to get an idea of what you may need this year. (Note: also compare the number of events you did last year to the number you’ve booked this year, and look at how many books you sold at each event. If you did five events and sold seven books at each, but this year you’ve booked twelve events, adjust your orders accordingly.) If possible, order too many rather than too few, especially if you’re selling the idea that your book will make a great holiday gift—it won’t help anyone if the customer needs the book for an office party swap next week, but it’ll take you two weeks to get the book and ship it to them.Know your stamina. For some people, one or two events in a season are all they have the energy for, while others can happily fill every weekend (plus some weeknights) with holiday fairs. No matter how much you enjoy these events, they will demand much of you, from the physical (loading the car, unloading the car, setting up the display, breaking down the display, hauling books back and forth, etc.) to the mental (keeping track of inventory, remembering when to reorder) to the emotional (chatting with people, remaining upbeat throughout the event even if a dozen people skim your book’s back cover and then set it down and leave without a word).Know your preferences. Maybe you simply don’t like to have a busy schedule. If that’s the case, be very selective. Sign up only for events that truly interest you. You might not sell as many books as somebody who books a dozen events in a two-month period, but that’s the trade-off. If you want to sell more books without attending holiday fairs, you can always utilize your email list and social media to run holiday specials and deals.

The upside of scheduling early is that once an event is on the calendar, you don’t have to think about it again until the date draws near. On the other hand. . . .

Choosing one event means not choosing another. This is a tough one. Some events fill up very early, especially if you want one of the best locations, and you need to be ready to commit. Here’s an example: in July, I booked Holidays on Main, an event that takes place annually on the first Thursday evening in December. Most of the vendors at that event will be located on the closed-off Main Street, where they will set up tents and be responsible for their own light (not to mention staying warm); however, because I reached out to the organizers in July, I was able to secure one of the few highly-coveted spots in the Webb Barn, meaning that I will not only have light, heat, and easy access to the rest room, but I will also have the benefit of all the folks who come in for the silent auction and the bar.

I was delighted with this arrangement—right up until a bookstore I admire reached out and said that their book club would be reading State v. Claus for their December meeting and that they’d love to have me there. I was thrilled and flattered—and then I saw that the date was the same as the event I’d booked in July. I asked if the club was married to that date (because it never hurts to ask); unfortunately, they are. And so, since I already committed to the first, I had to decline the second even though I really, really wanted to do it.

When and whether to make changes. This is another tough one. Not every organizer plans ahead, which has consequences for everybody. For example, you may commit in August to an event in November and then a new opportunity pops up in October for that same date—and the new one is the one you’d have chosen in if you’d known about it in August. Now, you have a decision to make: will you hold to your original commitment or make a switch?

Consider the costs involved, both to you and to the organizer. If the first event is a small one and your absence will be conspicuous, withdrawing may leave the first organizer in a tough spot, which is unprofessional (and not nice). Also, you may damage your reputation as a reliable vendor, which may affect organizers’ desire to work with you in the future. If your appearance at the first one includes a speaking/reading slot, my personal view is that you should stick with it and tell the organizers of the other event that you wish you’d known earlier and you’d love to participate next year. Then, make a note on your calendar for next year to remind yourself to reach out to them before you commit to another event.

If you want to back out of an event, but you’ve already paid your reservation fee, it’s possible you’re going to forfeit the money, especially if you’re giving short notice and the organizer can’t fill your spot. On the other hand, if the organizer has a wait list and doesn’t care who’s sitting in the space you signed up for, they may not mind if you withdraw (and you may even get your fee back).

If an event runs several days, you may be able to bow out of one of the days to accept another opportunity. Just be very careful about making such a choice, because again, professionalism matters. Routinely saying yes to an event and then canceling when something else comes along is a bad habit that may have long-ranging effects. (Organizers talk, too.) If you feel that circumstances are so unusual that making such a change is justified, be sure it’s an isolated event, not your regular practice.

Take care of yourself. Build in time for rest and recovery. Cook ahead so that when you come home, all you have to do is pull dinner out of the refrigerator. (Better still: enlist your partner or old-enough child to handle the meal.) If you have the luxury of a secure garage, consider leaving all your event materials and inventory out there when you get home instead of unloading the car and hauling them into the house. If doing back-to-back events on Saturday and Sunday is going to leave you too worn out to function at work on Monday, consider this when you’re scheduling. Also, don’t forget to get your flu shot and covid vaccine to help you guard against avoidable diseases. (Despite being vigilant about my vaccines, I’ve gotten covid during the past two Seasons, but at least it’s been mild.) Wearing a mask is fine if that’s your preference. Bottom line: even if you enjoy these events, they consume a lot of energy, so take good care of yourself.

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Do you have any additional tips to share about participating in holiday events? If so, feel free to share them in the comments. Thanks!

Holidays at Holcomb Farm, Granby, Connecticut—December, 2023