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Why I'm Buying Harry Potter at Full Price
April 27, 2007

I've decided to pay full-price for my copy of Harry Potter and the Deathly Hallows when it's released on July 21. This is quite a decision for someone as cheap as I am (although I prefer the term "anorexic spender"). I'm as big (if not bigger) a bargain-hunter as anyone I know, but I feel that something is wrong when the biggest book of the year is coming out and very few bookstores will make any money off its sale.

Several decades back, when I used to work in a bookstore, new hardcovers by the likes of Stephen King and a few others literally paid our rent when they were released. That was before books were sold everywhere. Before authors had Web sites that sent fans to Amazon.com to make their purchases. Before publishers undercut their own customers by selling copies on their own Web site. And before places like WalMart offered such steep discounts that a book purchased there is pretty much a loss-leader just to get people in the store to hopefully buy something else.

Now bookstores feel compelled to try to match discounts and in doing so, don't make much money on the biggest book release of the year. It's pretty daunting for an indie bookstore to match the 30% off price on Scholastic's own Web site. And who could ever hope to compete with Amazon.com's 46% discount (that includes free shipping and delivery on the day of release)?

Its sad that instead of publishers driving people into bookstores to make their purchases, they feel that they must scatter their product across the landscape in the hopes of getting an extra sale off someone stopping for a refill at a gas station. It's great to see people reading, so I'm not arguing that authors and publishers wouldn't love to see their works anywhere people could stumble upon them and pick them up. But, we're not talking about a first time authors who might never be found on a bookshelf.

Harry Potter and the Deathly Hallows has a 12 million copy first printing. This is not a book that is sneaking into stores. That is not a print run for a book nobody knows is coming. That is a massive figure from a publisher who knows that even people who read only a couple books a year will read this book. But instead of driving people into bookstores, where they might create some awareness of these retailers in their community (and sell some backlist), the publisher seems to believe that this book has to be available everywhere or people won't find it. Do all the copies have to sell the first week? (And you know that no matter how astronomical the first week's sales are, the headline for week two is going to be about the huge drop in sales.)

So, I've decided that I should pay full price and support an independent bookseller. I've read the six previous books and loved them, so why should I begrudge paying for something I know I'm going to fully enjoy? I doubt if my enjoyment of the book is going to increase because I paid $19 rather than $34.95. The sad truth is, every sale matters to independent bookstores. Every time we buy something elsewhere to save a few dollars, we're increasing the chance that those bookstores won't survive.

Why not use this book's release to put some money into the hands of a bookstore you love? It doesn't matter if the bookstore is an African-American bookstore, a gay-lesbian bookstore, a children's bookstore, a mystery bookstore or a general bookstore. Any bookstore can order this book for you and have it on the day of release. Your purchase can save a favorite bookstore.


Posted by Kevin Howell on April 27, 2007 | Comments (7)


April 27, 2007
In response to: Why I'm Buying Harry Potter at Full Price
CLAIRE KIRCH commented:

Hear, hear, Kevin! We're buying 2 copies of HP 7 in my family, to prevent bickering over who gets first dibs. And we are buying both at our local bookstores, Northern Lights in Duluth. The least we can do to support our local bookseller, who's organizing a big party at the old train museum at midnight on July 21 -- complete with an excursion on the Hogwarts Express.




April 27, 2007
In response to: Why I'm Buying Harry Potter at Full Price
Hut Landon commented:

Thank you, Kevin, for articulating your reasoning so nicely. Perhaps your most telling observation is that publishers seem less and less interested in driving consumers into bookstores. While we often hear news of independents' stagnant market share, less often is mentioned the role that some publishers play. Instead of supporting a consistent and longstanding sales channel with new ideas and a few extra dollars, they too often seek ways to take sales away from independent bookstores. Then they wonder why some stores can't make it.




April 27, 2007
In response to: Why I'm Buying Harry Potter at Full Price
RUSSELL LAWRENCE commented:

Thanks for "getting it," Kevin. Too many people fail to make the connection between buying their books at a deep discount somewhere, then wondering whatever happened to that wonderful bookshop down the street? They notice it's gone when they want a book that isn't on the bestseller list, or when there's no story hour to take their kids to, or when they go looking for a donation to a community group, or to sell an ad in the high school yearbook, or any of the other things that most independent stores do as a matter of course...but we can't do it if people don't shop here. Of course, many independent stores discount books, too, but when the market creates the expectation that a book will be sold at cost--or at a loss--it hurts the entire publishing industry, and in a larger sense, it hurts communities. Kudos to you, and I hope your local bookstore has lots more customers like you!




April 28, 2007
In response to: Why I'm Buying Harry Potter at Full Price
Kevin A. Lewis commented:

Indie or chain, nobody's gojng to make a dime on this one... The bigger picture here is that Scholastic has a long track record of getting a bandwagon started, overloading it, and driving straight over a cliff--the YA horror collapse of '94, and the Goosebumps stock plunge of a couple years later come to mind... Now they're throwing book contracts at every YA dark fantasy author in the UK, and most of the non-HP big sellers haven't been Scholastic titles-grab your crash helmets, people, I think it's about to happen again...........




April 30, 2007
In response to: Why I'm Buying Harry Potter at Full Price
soontobealez commented:

hear hear again kevin! as most of my friends know i will never read the book (it will just take a place next to my signed copy of jack klugman and rue mcclanahans' books) and i am THE undisputed reigning betty bargain but in the interest and solidarity of the small business person i will locate a local indie bookstore and purchase it at full price (ugh!).




April 30, 2007
In response to: Why I'm Buying Harry Potter at Full Price
Jana commented:

"The sad truth is, every sale matters to independent bookstores. Every time we buy something elsewhere to save a few dollars, we're increasing the chance that those bookstores won't survive." Yep. That's why my family will be paying near full price and hanging out all evening at Joseph-Beth in Cincinnati, where we live. Having J-B here is a wonderful asset to our city. I for one want to do everything I can to make sure it stays in business. If that means paying more for books when I could get them more cheaply at the Evil Empire, well . . . it feels fantastic to thumb my nose at Bentonville, Ark.




May 1, 2007
In response to: Why I'm Buying Harry Potter at Full Price
J. Schwartz commented:

Wow, you've sure swayed me! Good job making your case, Kevin. I'll do my book-buying duty on June 21.





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