Booksellers around the country got into the festive holiday spirit this year as they dashed through a busy month for retailers. Take a look at how indie stores worked their magic on social media this holiday season, from promoting sales and special events to offering helpful hints for last-minute shoppers:

Titcomb’s Bookshop [5] in East Sandwich, Massachusetts, decked out [6] as a gingerbread house.

Octavia Books [7] in New Orleans, Louisiana, was packed with customers the weekend before Christmas. The store posted [8] to Instagram: “Another wonderful day for the books — and for those who love (giving) them!! Come join the fun. And, also open 9am Sunday and Monday (Christmas Eve).”

MahoganyBooks [9] in Washington, D.C., hosted a giveaway in celebration of Kwanzaa. The store posted [10] to Facebook: “KIDS KWANZAA FUN! Only a few more days! Grab your kids and get them to MahoganyBooks this Saturday to receive copies of Misty Copeland’s children’s books in celebration of Kwanzaa. All books courtesy of the efforts of Havana aka @thetinydiplomat & Mari! There is something so powerful and affirming about kids seeing little brown faces that look like theirs in books celebrating #blackgirlballerinamagic [11]. Limited quantities. Thank you to Havana (@thetinydiplomat) and @biracialbookworms and for @mistyonpointe for sharing your stories. See you Dec. 29th!!!”

Bookstore dog Fitz joined [12] in to celebrate the first night of Hanukkah at the Ripped Bodice [13] in Culver City, California. The store also held [14] an eight-day donation drive for menstrual products.

Old Firehouse Books [15] in Fort Collins, Colorado, offered customers free books from Santa. The store posted [16] to Instagram: “Santa came early and dropped off some FREE BOOKS for you! We’re collecting donations for @projectselfsufficiency [17] and in return you can grab a mystery present from Santa’s pile!”

As 2018 drew to a close, Unabridged Bookstore [18] in Chicago, Illinois, thanked its customers on Instagram,  [19]posting a photo of the store’s sandwich board with the words, “Thank you for making 2018 Unabridged Bookstore’s best year ever! Happy New Year!” The picture was accompanied by a positive New Year’s message: “We have the best customers in the world! Thank you all, from the bottom of our hearts. Have a safe and happy New Year! #unabooksboardthoughts #happynewyear.”

Mr. and Mrs. Dickens stopped [20] by The Book Loft [21] in Fernandina Beach, Florida, to sign and wrap books.

A happy customer kept [22] her holiday shopping local at A Classic Tale [23] in Ramona, California.

Jack and Allie’s Bookstore [24] in Vernon, Connecticut, hosted [25] a storytime with Mr. and Mrs. Claus.

Booksellers at the Book Cellar [26] in Chicago, Illinois, wore [27] matching outfits on Christmas Eve.

Booksellers at R.J. Julia [28] in Madison, Connecticut, hosted [29] a Holiday Sweater Day. The store posted to Facebook: “Happy Holiday Sweater Day from RJ Julia and Rj Cafe & Bistro [30]! Wear your festive holiday sweater to the store today and receive a complimentary cup of coffee or hot cocoa!”

The great-great-grandson of Charles Dickens stopped [31] by Doylestown Bookshop [32] in Doylestown, Pennsylvania.

On Christmas Eve, the Writer’s Block Bookstore & Café [33] hosted all kinds of festive activities. The store posted [34] to Facebook: “We’re open till 7 for you last minute shoppers and merry makers! We’ve got lattes, mulled and cheered wine, journals and books, note cards and gifts, tees and coffee — plus a pop-up store and wrapping station!!”

A quintet performed [35] at Bookbug [36] in Kalamazoo, Michigan.

The Christmas Eve closers at Books Are Magic [37] in Brooklyn, New York, celebrated the end of a busy holiday season. The store posted [38] to Instagram: “Here are our amazing Xmas eve closers (from left to right, @sheer_awe [39], @michaelmandible [40], @hakumele_ [41], Hannah, @heather_m_wood [42], and @iikwo [43]) celebrating the end of an insane holiday season. Shouts to them and all our incredible booksellers (@livrstrat [44]@itzaritz [45] @margaretgracemyers [46] @queershoulders [47] @abmasterpro [48] @celerybeans [49] and Danni) who worked this weekend to get all those books in your hands. It was so much fun. See you tomorrow (Wednesday) at 10am!”

BookBar [50] in Denver, Colorado, hosted its inaugural Introvert’s New Year’s Eve [51] with different stations for guests to enjoy throughout the night. Festivities included coloring, board games, and silent reading. 

Malaprop’s Bookstore/Cafe [52] in Asheville, North Carolina, took to Twitter [53] to promote its annual New Year’s Day sale, writing, “New year, new books! As we see 2018 come to an end, we wanted to thank you all by helping you start 2019 right. Tomorrow is our annual 25% off sale, and our hours will be 12p to 5p.”

BrocheAroe Fabian of River Dog Book Company [54] explored the idea of materiality and Christmas in a thoughtful post [55] to Instagram: “Whatever memories you have, whatever memories you’re making, don’t be ashamed of the ‘things’ they’re tied to. I’m proud to have a part in helping people make new memories around books and everything else my store will offer. I can’t wait to share them all with you in 2019.”