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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)