31 Days of Horror: Day 32-- Promoting Horror All Year Long with Lila Dennning

I wanted to remind you AFTER October Horror is still worth promoting. As reported in Publisher's Lunch in January 2023, Horror is up 79% in sales as its own category over the previous 2 years. 

While we see an increase in seasonal readers in the Fall, there is a steady amount of all year long Horror readers, and that number is growing.

I asked my colleague Lila Denning, a national expert on Book Discussions, and part of the HWA's Library Team, to share how she highlights Horror all year long.

Even if she does not convince you, at the very least, leave those displays up for another week as people trickery in who meant to read a Horror title this fall but forgot. They will be relieved that you are sill thinking of them.

Thank you to Lila for helping out here. To read other guest posts by her, click here. And now, Lila Denning:

💀💀💀💀💀💀💀💀

It’s the day after Halloween and you may be tempted to set aside the horror titles in your collection until next October. You may be sad that spooky season is over as we head into the winter holidays. But remember that it’s always spooky season because horror circulates all year and given the current rise in popularity, it is part of good patron service to include it in your passive and active readers advisory outside of Halloween season. By expanding how you think about genre and blending similar themes, you can continue to market horror to your patrons throughout the year.

Winter is dark, silent, cold and kind of scary. Look for those horror novels that take place in the winter and the snow. Lists like this one on Goodreads can guide a search of your library’s collection. There is also at least one winter or winter holiday themed short story collection released every year. Some readers may appreciate a small break from the push of joy and family visits to dive into something scary.

A theme like “Not Such a Happy Home” could include domestic thrillers, psychological suspense, haunted houses, and dysfunctional families. This would allow you to blend mysteries, suspense, and horror on one book display or online list. There are plenty of books with broad appeal that could be included. Using generic terms like murder for the title of the list or display, is another way to expand beyond one genre.

Witches cross genres – add paranormal romance, historical fiction, and horror. There are also creatures like shifters that appear in more than one genre. Add a sign that says “Shift Into Summer” and you can help circulate those titles in that time in between spring and summer. Of course, human monsters like serial killers appear in a variety of books, movies, and TV series.

When movie or series gains popularity during the year (studios don’t save all their horror features for October), remember to put up a display or list with read-alikes for that title. Bird Box was released in December 2018 and was a huge success. Netflix released Wednesday in November. That series could be used to promote your backlist YA titles in addition to adult books. Harness the energy of things with momentum in popular culture to draw attention to your backlist horror.

Springtime is the season for baby birds, melting snow and…folk horror. The movie Midsommer demonstrated that people will flock to stories set in rural places about folk religions, paganism, and witches.

Don’t forget about scary beach reads. Not everyone wants light, humorous books while they are on vacation. I have book displays with horror empty out in the summer as patrons take them down the road to the beach to enjoy as they sit in the bright sun. One of the more iconic summer creature films is Jaws. Recently there have been some great beach/ocean/shoreline related horror released that could jump start a summer display – What Kind of Mother by Clay McLeod Chapman and Whalefall by Daniel Kraus. Additional evidence for the allure of scary books in the summer is the number of big mystery and suspense titles that are released every summer.

Speaking of summer, don’t neglect horror on your YA and youth summer reading suggestion list. There are a lot of great middle grade and YA horror titles available. Seeing their favorite kind of books promoted in the library could be just what a child needs to draw them back into reading and the library. The Bram Stoker Award nominees are an excellent place to start.

There are also juvenile fiction titles and picture books that can be suggested to help younger fans keep reading while school is out. The Horror Writers Association (HWA), in partnership with United for Libraries, Book Riot, and Booklist present Summer Scares every year. Three adult, YA, and middle grade titles are selected and can be worked into book clubs and displays. The most up-to-date resource page is here. Use these titles and the annual programming guide to make next summer a spooky one.

Hopefully, these ideas will give you a jumpstart on adding horror to your displays and lists all year. While Halloween is a wonderful celebration of the dark and spooky, horror can easily be worked into readers advisory year-round. If you are one of the library workers who loves horror, take it forward into every month.