My new Christmas endcap is "If you like... Try this!"
Basically it's suggested SFF gifts for people who like certain things and want a new (ish) book that their recipient may not have read yet.
Here's the list. I wanted to add extra suggestions for all of the categories but there's never enough time to do everything you'd like, so a few have a second book in brackets.
I'm following the photo of the endcap rather than alphabetizing in any way.
So, If you like... Try...
Strong Partners - The Sleeping God by Violette Malan (Swords of Heaven by Simon Green)
Hauntings - Geist by Phillippa Ballantine
Twisted Fairy Tales - The Stepsister Scheme by Jim Hines (Fairy Godmother by Mercedes Lackey)
Regency England - Shades of Milk and Honey by Mary Robinette Kowal (The Magicians and Mrs. Quent by Galen Beckett)
Thieves - Spirit Thief by Rachel Aaron (Master of None by Sonya Bateman)
Epic Fantasy - Lamentation by Ken Scholes
Swashbuckling Action - Triumff by Dan Abnett (Sword of Albion by Mark Chadbourn)
Private Eyes - Grave Witch by Kaylana Price (Sweet Silver Blues by Glen Cook)
Zombies - Deadtown by Nancy Holzner (Autumn by David Moody)
The Wild West - A Book of Tongues by Gemma Files
Scary Stories - Monstrous Affections by David Nickle
Old School Vampires - The Strain by Guillermo Del Toro and Chuck Hogan
Plagues - Infected by Scott Sigler (The White Plague by Frank Herbert)
Assassins - Red-Headed Stepchild by Jaye Wells (The Way of Shadows by Brent Weeks)
Fascinating Magic - The Warded Man by Peter Brett (Spellwright by Blake Charlton)
Elves and Guns - A Darkness Forged in Fire by Chris Evans
Steampunk - Strange Affair of Spring Heeled Jack by Mark Hodder (Flaming Zeppelins by Joe Lansdale)
Military SF - Carnifex by Tom Kratman
Space Terrorism - Mirrored Heavens by David Williams
The Internet - Wake by Robert Sawyer
SF Thrillers - State of Decay by James Knapp
Futuristic Cops - At Empire's Edge by William Dietz (Damage Time by Colin Harvey)
Exotic Locations - The Dervish House by Ian McDonald
Clones - Clone Republic by Stephen Kent
Rewriting History - Emperor by Stephen Baxter (Into the Storm by Taylor Anderson)
Visiting the Past - Blackout by Connie Willis
Gritty Fantasy - Best Served Cold by Joe Abercrombie
Political Intrigue - Adamantine Palace by Stephen Deas (King's Bastard by Rowena Cory Daniels)
Lyrical Writing - Under Heaven by Guy Gavriel Kay (Hundred Thousand Kingdoms by N. K. Jemisin)
Apocalyptic Fiction - Noise by Darin Bradley
Big Brother - Veracity by Laura Bynum (The Traveler by John Twelve Hawks)
If there's a category I missed that you want suggestions for, feel free to ask in the comments. Or, suggest your own books for the categories.