The Ultimate Guide to Sticker Swag

On a recent WWH Zoom call, the question of swag and merch came up. You have lots of choices, from bookmarks and doorhangers to keychains and totes. But in my experience, one of the most popular pieces of swag is stickers. Romance readers love ’em. And for romance authors, they’re affordable to buy and give away.

But stickers aren’t just for events. You can use stickers to:

Add a surprise bonus to direct sales
Include in ARC or influencer mailers
Thank newsletter subscribers or street team members
Include in a tier for subscriptions

In this post, we’ll cover a variety of ways to use stickers to market, add value, and build community. Plus, I’ll give you sticker ideas and design tips.

15 Sticker Ideas

One of the biggest sticking points (no pun intended…lol) for authors is not knowing what to put on a sticker. I had this issue come up for me recently when AllStickerPrinting reached out to offer me stickers as part of a collab. After checking my stash of author stickers I’ve gathered from events and researching online, I came up with this list of ideas:

Trope-based designs like grumpy x sunshine or enemies to lovers
Reader identity phrases like just one more chapter or morally gray men have my heart
Short, punchy quotes from your books
Series-specific symbols, crests, or magical elements
Seasonal designs tied to holidays or anthologies
Character-inspired phrases
Inside jokes from your reader group
Bookish humor
Romantic or swoony lines
“Team [Hero Name]” style stickers
Location-based designs (fictional towns or settings)
Collectible series sets
Limited edition launch stickers
Ask your reader group
Author branded (Author name and tagline)

The key is to think like a reader. Would they want to put this on a water bottle, Kindle case, or notebook?

Ways to Use Stickers in Your Author Biz

Stickers for Book Launches

If you’re planning a launch, stickers are one of the easiest ways to add something special. They work especially well as:

Preorder incentives
Bonuses for launch week purchases
Add-ons for signed copies
Mailer extras for influencers or early reviewers

A simple “limited edition launch sticker” can create urgency and give readers a reason to buy now instead of later. And because they’re lightweight and easy to ship, they don’t complicate your fulfillment process.

Stickers in Direct Sales

If you’re selling direct, stickers are one of the easiest ways to upgrade your packaging without adding much cost. You can:

Include one free sticker with every order
Offer sticker bundles as an upsell
Rotate designs to encourage repeat purchases
Match stickers to specific books or series

The goal is to create a package that feels special and fun to open.

Stickers to Grow Your Reader Community

Here are ways to use stickers to bring readers into your world:

Run a “collect them all” series across your books
Offer exclusive stickers to your newsletter subscribers
Use them as prizes in Facebook group games
Encourage readers to share photos of where they put their stickers
Tie stickers to reading challenges or bingo cards
Reward street team participation
Include them in giveaways
Create “insider” designs only your core readers understand
Let readers vote on future sticker designs
Use them as a conversation starter in your community

Stickers at Events

Stickers can draw readers in, spark conversation, and make you memorable once they leave. Most authors put swag out for people to take, but you can use them more intentionally to create a bigger impact.

Have a small stack of stickers at the front of your table to give readers a low-pressure way to approach you. From there, you can ask them questions about what they like to read, favorite tropes, etc. If possible, try to match their answer to a sticker…perhaps one that includes your book.

You can also bundle stickers with purchases to add perceived value. This works especially well if your stickers connect to your story world, characters, or series.

You might offer different designs tied to different books, encouraging readers to collect them. Or you could run a simple giveaway where readers who visit your table and take a sticker are entered to win a signed copy or bundle.

Another effective approach is to use stickers as an alternative to business cards. A well-designed sticker with your branding or a memorable phrase is far more likely to be kept than a paper card. Readers might stick it on a water bottle, Kindle case, or notebook, which means your name stays in front of them.

How to Design Stickers

You don’t need to be a graphic designer to create good stickers. The trick is creating something that is fun and fits in a small space. Some things to consider are:

Clean fonts that match your brand
Limited color palettes
Readable text at small sizes
High contrast for visibility

Another option is to buy a design that gives you the rights to modify and use it for business. For example, the sticker images in the featured image of this post were bought from Creative Fabrica.

Avoid overcomplicating things. A short phrase with a strong design often performs better than something crowded.

25 Romance Sticker Sayings

If you want quick, ready-to-use ideas, here are some that readers love:

Just One More Chapter
Morally Gray Men Have My Heart
Slow Burn Survivor
Touch Her and Die Energy
I Fell for the Villain
Book Boyfriends Are Better
Enemies to Lovers Enthusiast
Happily Ever After Collector
Kiss Scene Connoisseur
Romance Is My Cardio
Plot Twist: I’m Obsessed
Found My Trope
Team Alpha Hero
Sunshine Needs a Grump
Second Chance Believer
One Bed Situation Expert
He Falls First Fan Club
Protective Hero Energy
Small Town Romance Girl
Dark Romance Reader
Swoon Collector
Fictional Men Only
ARC Addict
Book Hangover Survivor
Read Now, Sleep Later

These can be used as-is or adapted to your specific books and voice.

Behind the Scenes: My Stickers

In the past, I have bought bookish stickers to give away at events. They’re popular, but they didn’t have anything about me on them. So while offering goodwill to readers, it didn’t give them anything to remember me by. So when AllStickerPrinting contacted me, I figured it was my chance to create something branded to me.

AllStickerPrinting has a ton of sticker options.

Option 1 – Individual Cut

Art Paper Stickers (Gloss / Uncoated /Matte)
Kraft Paper Stickers
Standard Vinyl Stickers
Bumper Stickers (PVC Gloss / PVC Matte / Hologram)

Size 1.4×1.4in ~ 2.4×2.4in
Shape Square / Rectangle / Circle (upon request)

Option 2 – Roll

Art Paper Stickers (Gloss / Matte)
Kraft Paper Stickers
Standard Vinyl Stickers (Gloss / Matte)
Bumper Stickers (PVC Gloss / PVC Matte / Hologram)

Size 1.4×1.4in ~ 2.4×2.4in
Shape Square / Rectangle / Circle (upon request)

Option 3 – Custom Decals
Size 0.8×0.8in ~ 3.15×3.15in

I decided to go with a branded sticker for packaging, so I chose roll stickers, vinyl in a circle shape with a matte finish. They quickly put together a mockup for me to approve, then printed and shipped the roll within days.

I used my new branded name, logo, and color, and I’m excited about how well they turned out. The color is vibrant, and the text came out great. I should have made my tagline a bit larger or bolder, but that’s on me.

I’m now looking to order custom stickers with a bookish saying that includes my name/website, to give away at events or include in packaging when I ship books.