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Thanks to Cyber Monday, in the past week, millions of dollars have been spent to market a wide variety of trending fashions and accessories for the holiday season. With deadline (or milestones: see Reimaging deadlines) season in full swing, we might forget that this can also be a big selling season for yearbooks. It makes perfect sense for parents to buy the yearbook at this time — just another checkmark on their holiday shopping list. Generating excitement for holiday shopping is easy:

jostens2016_145_spread

Auburn High School, Auburn [AL]

1) Preview spreads to generate buzz.

Sharing snippets of spreads through social media or through posters around the school is an easy way to grab the attention of non-buyers — especially when they appear on the page. Making your book more visible to the community can drive more copy sales.

holiday_stocking-stuffer

2) Stocking stuffers

Market your book to parents as the perfect stocking stuffer for their student, because it is. Then, give parents a fun stocking stuffer printout or trinket that they can use as a gift. You can make this exclusive for holiday sales or not — it’s up to you. Jostens customers can find a stocking stuffer printout in Yearbook Avenue.

3) Holiday surge sales

The reason Black Friday (and Cyber Monday) is so popular is that there are incredible, limited-time deals. Even though Black Friday is behind us, you can still have a “holiday sale” for one day on which the yearbook is marketed at a reduced price. Just make sure to emphasize the limited-time offer.

Pro-tip: Use your “back to school” pricing for this one-day sale.

Pro-tip: Make the holiday sale “online only” to avoid any headaches, especially during the deadline season. Online ordering is easy and parents are already used to it
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4) Holiday gift giveaway

After all, it is the season of giving. For a team building activity, have the staff create a one or several “mystery holiday gift boxes.” Then, if a student purchases a yearbook, they are entered to win the mystery gift from the yearbook staff. If students want to purchase additional entries into the giveaway, have them pay $1 or more; but be clear that they must have purchased a yearbook to play.

 

// SOURCES //

Smith, A., Anderson, J., & Rainie, L. (2012, April 17). The Future of Money in a Mobile Age. Retrieved November 20, 2016, from http://www.pewinternet.org/2012/04/17/the-future-of-money-in-a-mobile-age/