The Holidays Are Coming: Prepare With “October is the new December”

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Fall is near, and with that comes the return of the American Booksellers Association's "October is the new December" holiday shopping campaign.

Booksellers are welcome to share a range of assets across social media platforms, their websites, and on in-store displays to encourage customers to shop early and shop local.

Created by ABA, the designs are available now on’s Marketing Assets page. Graphics include book-themed and small business messaging that can be shared from October through December. Additionally, ABA has provided some witty and fun social media captions that complement the fall-themed campaign. More assets will be announced and made available in mid-September.

While these assets provide a consistent brand for independent bookstores, booksellers can customize the messaging for their respective stores’ needs. In addition to using these graphics, booksellers should also explain shopping options (such as in-person, online, or curbside pickup), and COVID-19 policies, to customers. 

Visit the Marketing Assets page on now to download these new designs.