Neil Gaiman started a new Halloween tradition in 2010 that involves giving scary books as gifts. As he explains it:
"Obviously, we support bookshops and authors, but more than that, this is about making a holiday tradition of book-giving. So feel free to give second-hand books or books from your own shelves. And feel just as free to buy a beautiful new book from a small independent bookseller, or from online or… look, there’s no wrong way to buy a book. You can even gift it to their Kindle … If you do not know what scary book to give someone, talk to a bookseller or a librarian. They like to help. Librarians will not mind even if you admit that you are not planning to take out a book, but instead you are going to buy one and give it to someone."
For more info from Gaiman himself, and to see his video, go to his site at www.allhallowsread.com.