It does feel socially awkward. But! Buying my books makes me money. I use the money to pay for publishing more books. That gives people more of my books to read. It then follows that people who like my books should tell other people to buy my books, so that they can feed their own my-books habit. Helping out with that is clearly more important than my own personal feelings.
So, yeah. Buy my books! Or tell somebody else to buy my books! That works, too.