‘Tis the Season for Holiday Yearbook Sales

Jason Kaiser

Associate Marketing Manager, Jostens
Jason works with various print, digital and social initiatives bringing content to life through Yearbook Love, the Digital Classroom and more. A former yearbook adviser, Jason has worked with scholastic journalism for more than eight years.

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:

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.

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.

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.



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