Book Signings Aren’t Just About Sales—They’re About Showing Up
If you want that prime holiday slot at your local bookstore, you need to act like a partner, not a stranger. Here’s how.
Book signings can be helpful, but only if you treat them like professional opportunities—not casual drop-ins or quick sales grabs.
Yes, it’s summer, and bookstores in walkable, tourist-friendly towns are buzzing. If you’re still hoping for a summer event, there might still be time to land something around Labor Day. But don’t wait much longer—most shops plan their events weeks in advance, and their calendars fill fast.
If you're thinking ahead to fall festivals or Small Business Saturday, now’s the time to reach out. Most stores aren’t planning December yet—they’ve got back-to-school, Halloween, and fall promotions to deal with first. That gives you a window to start the conversation before holiday season is in full swing.
Whether you write fiction or nonfiction, live author events are about more than sales. They’re about visibility, reader connection, and being present in your local literary community.
When You’re Ready to Ask, Be Professional and Brief
Store owners and managers are busy. You’re not there to linger—you’re there to introduce yourself, make a clear ask, and leave a great impression.
Drop by during a slower time if possible, look to see if the store has a local author shelf and ask to be considered. Bring one clean copy of your book for them to review—not a carton—and be ready to explain how the book is distributed.
Books must be available through IngramSpark. Bookstores cannot and will not order books from Amazon. They buy wholesale through IngramSpark because it integrates with their ordering, returns, and accounting systems. If your book was only published through free KDP, it’s not eligible for store placement. This isn’t a preference—it’s standard bookstore operations.
If the store expresses interest in hosting you for a signing, great. Some offer them regularly, others only for special occasions. Be flexible, clear, and respectful of their time.
Event Day Essentials
Before you even land a signing, build an event kit. You’ll need a clean tablecloth, an upright display of your book, bookmarks or flyers, and a good signing pen for a basic kit. Have plenty of books on hand (ask the store whether they’ll order or if you should bring stock). If allowed, consider a small giveaway or a dish of candy to make the table more inviting. And always bring a way to collect email addresses.
Before you leave the event, ask if the store would like you to leave signed copies. Some stores love them—signed copies often sell at a premium and can’t be returned. Others prefer not to hold excess stock. Always ask first.
Promote Like a Partner Before AND After
Once your event is on the calendar, promote it like you’re co-hosting. Share the date and details on your social media more than once. Tag the bookstore. Use local hashtags. Add it to your newsletter before and after the event, and always thank the store publicly. A few good photos go a long way. Take your promotion to the next level by sharing event alerts before and press releases after to your local media.
This shows you’re invested in the store’s success—not just your own—and positions you as a professional they’ll want to work with again.
Pro Tip: It’s About Connection, Not Just Copies Sold
Don’t measure success only by how many books you sell that day. Author events are about building awareness, meeting readers, and creating connections that grow over time. Some of your best readers won’t buy in the moment—they’ll buy later because they remembered you, or the bookseller recommended your work.
Now’s the Time to Make Your Move
Bookstores are scheduling September events now. Fall and holiday opportunities are just around the corner. If you want to close the year strong, you need to get proactive.
Not sure how to pitch or what to say? I help authors with this every week—pitching, prepping, and promoting for a solid event. Set up a free 30-minute call here. Show up well-prepared, professional, and generous—and bookstores notice. So do readers.
Lynn brings her more than 30-years experience in small business marketing, publishing, and multiple best-selling author campaigns to her Substack newsletter. She helps authors build and grow their platforms to reach their unique marketing goals through private coaching, non-fiction consulting, and done-for-you marketing programs. And all this, through her computer, in her little lake house in rural Pennsylvania which she shares with her husband, son, and two fluffy companions, Kaiju and Bella.
Great article, Lynn! And here's another phase of being an author where most of us would rather spend hours at the dentist having root canal surgery than be the sales representative. Walk into a retail operation and ask to take up valuable floor space for a book signing event? Bring on the dental drill! When in all honesty, most local brick and mortar booksellers would love an event that raises their profile and brings in foot traffic. Telling the store that you will use your own mailing/subscriber list for promotion will help. (Of course, try to get a copy of the store's mailing list for your own future promotional use, if possible.) A practiced 'elevator speech' for the owner/manager of the store is essential. Leaving a copy of the book and a one sheet of reviews/promotional info is a fantastic idea. Even better? In my contracts with my publisher of my three novels, I negotiated 150 comp copies for my own promotional use. Let the store owner know that you have inventory that you can supply and split the money from sales during the books signing (60/40? 50/50?). At the book signing for my last book, I also had one copy each of the previous two letting the attendees take a look and then order from the store! And book signings don't always have to be at book stores. If there is a local tie in within your story, maybe approach that venue.
Keep up the great advice you dispense here!