During special holidays, what are your readers thinking of? Not your book nor any others probably. They are thinking of what they have to do with the holidays coming up. That means you need to use those holidays to help steer their attention to you at least for a few moments.
How to Use
There are many different ways you can use the holidays to market your book. Offer packages for readers that they might be able to give away as gifts like a basket with your book along with cookies and coffee. You can also use the holidays to connect to the story or characters and have fun with it. There is a special holiday for fall hats. Create a unique one your character would wear and post it. Ask others to do the same while promoting the special day and your book.
Create videos that relate to your book and the holidays. Create pictures with your pet holding your book and something in it that relates to the special days. Have fun!