Successful Christmas Promotions?

As new authors, we have found (as everyone does) that our biggest challenge is marketing. I have listened to hundreds of hours of audiobooks and podcasts and we’ve learned a lot. But I’ve found that much of the advice on marketing, even in the non-fiction genre, is not applicable to my genre which is Christian Memoir.

I’m trying to develop a marketing plan for Christmas in mind. Have any of you found marketing ideas that work in the Christian non-fiction genre which don’t cost a fortune? I’ve tried most of the mainstream ideas offered by the books and seminars, but I’ve only had average results. I’m hoping to find something more innovative or at least something with good ROI.

Thanks in advance.