With Christmas in the rearview mirror and a new year begun, indies around the country are able to take stock. Among the highlights of the 2015 holiday bookselling season: peak buying happened later than ever at many stores; nonfiction stood out; sales were up, sometimes significantly; print books continue to grow as a thoughtful gift; and coloring books remain hot.
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Tom Nissley |
For Tom Nissley, owner of Phinney Books in Seattle, Wash., this holiday season was his store's second, and this year, the holidays didn't seem "quite so overwhelming," Nissley said, even though business was up 10%-15% over last year. The store was busy until around 3 p.m. on Christmas Eve before quieting down. Monday, the 28th, though, was surprisingly busy, and not just with returns: even after Christmas Phinney Books was running low on adult coloring books.
The store's biggest books of the summer and fall, H Is for Hawk by Helen Macdonald and Between the World and Me by Ta-Nehisi Coates, stayed strong through December, and Thing Explainer: Complicated Stuff in Simple Words by Randall Munroe was also a hit. All four of Elena Ferrante's Neapolitan novels continued to build and build during the fall, with My Brilliant Friend "flying out of the store" during the last month of the year. Mary Beard's SPQR; Irin Carmon and Shana Knizhnik's Notorious RBG: The Life and Times of Ruth Bader Ginsburg; Patti Smith's M Train; Gloria Steinem's My Life on the Road; and a local history, Too High and Too Steep: Reshaping Seattle's Topography by David Williams, all also picked up at the end of the year. Nissley added that in general, the store saw softer sales for cookbooks and fiction this year compared to last, with the 2014 bestsellers in those categories, Renee Erickson's A Boat, a Whale & a Walrus: Menus and Stories in cookbooks and Anthony Doerr's All the Light We Cannot See in fiction, continuing as the strongest sellers in 2015.
The only title that Nissley had consistent trouble keeping in stock was Oliver Sacks's Gratitude. "I wasn't sure how high interest would be, since his memoir On the Move was still pretty new, and such a favorite of ours, but Gratitude was the one people kept coming in asking for," said Nissley. "We probably could have sold twice as many at least if we had it the whole season."
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Jeremy Ellis |
At Brazos Bookstore in Houston, Tex., general manager Jeremy Ellis said that although the store felt "completely dead" between Christmas Day and New Year's Eve, daily sales sheets actually revealed strong sales. Among the store's bestselling titles for the season were Thing Explainer, The Only Street in Paris: Life on the Rue Des Martyrs by Elaine Sciolino (according to Ellis, everything with Paris on it sold well this year) and Bark by Lorrie Moore, while the store sold out of Valeria Luiselli's The Story of My Teeth just before closing on Christmas Eve. For children's books, Mother Bruce by Ryan T. Higgins and Lilliput by Sam Gayton and Alice Ratterree did well.
Ellis noted that though everything seemed to move, some titles, such as Garth Risk Hallberg's City on Fire, sat on shelves for a long time before taking off during the week before Christmas. Magda Szabo's The Door, meanwhile, was difficult to keep in stock during the holiday rush, though it had in fact been a bestseller at Brazos for months before it took off nationally. And in terms of sidelines, jigsaw puzzles did so well for the store that Ellis is considering stocking them year round.
Despite being ahead in sales over the previous season, Ellis said that things seemed less frenzied in store. "There were not the crazed shoppers at the end," he said, though he wasn't sure if it was part of a general holiday slowdown. Over the past few seasons, he added, he's noticed that "people are buying books again. There's more interest in that. Our audience is growing, our customer base is evolving."
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Janet Geddis and friend |
At Avid Bookshop in Athens, Ga., things stayed busy until about mid-afternoon on Christmas Eve, and sales were brisk on the day after Christmas. Owner Janet Geddis attributed that bump in part to many customers bringing in out-of-town family and friends. "It's typically a pretty fun day for us," said Geddis. "I'm grateful and pleased that the shop has stayed moderately busy even though the huge rush is over."
All the Light We Cannot See, A Little Life by Hanya Yanagihara, Fates and Furies by Lauren Groff and Carry On by Rainbow Rowell were some of the store's bestselling fiction titles, while Between the World and Me, Thing Explainer and SPQR were standouts in nonfiction. The store also did very well with some local titles, including an issue of the Oxford American about music in Georgia and Don't Suck, Don't Die: Giving Up Vic Chestnutt by Kristen Hersh. Humans of New York: The Stories by University of Georgia alumnus Brandon Stanton sold strongly, while the Athens Coloring Book was the store's bestselling local book of the year.
Geddis reported that sales were up 15% in December and that the season was less stressful as well. "I have more staff members, and the bookseller in charge of making the schedule did a bang-up job of making sure we were covered well even during really busy times," she explained. Over the past few years, she added, she and her staff "seem to be getting a better handle on the shop traffic's ebbs and flows, and I think we, as a team, are doing a better job tying up loose ends and making sure we have what customers are looking for in stock. Overall, it was just as fun as ever but markedly less hectic since we were better prepared."
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Jill Hendrix |
At Fiction Addiction in Greenville, S.C., things have slowed down as owner Jill Hendrix and her staff get ready for inventory. Hendrix reported that her store was up slightly in November and December. Standout titles included signed copies of See Me by Nicholas Sparks, a coffee-table book called Greenville's Grand Design, Go Set a Watchman by Harper Lee, signed copies of David McCullough's The Wright Brothers and signed editions of Welcome to Night Vale by Jeffrey Cranor and Joseph Fink. Hendrix had little difficulty keeping books in stock, but she said that signed copies of David Spade's memoir Almost Interesting didn't perform as well as expected. On the non-book side of things, Peeramid bookrest pillows did well.
Despite being up this year for the holidays, Hendrix said she felt that aggressive Thanksgiving weekend sales by chain stores have had an effect on her business. She explained: "I feel with chains opening on Thanksgiving, our Black Friday is way down. Also, I think people shop more throughout the year and perhaps buy fewer presents."
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Christine Onorati |
Christine Onorati, the owner of WORD Bookstores in Jersey City, N.J., and Brooklyn, N.Y., reported that both stores had a great holiday season, with sales significantly up in each location. An improved non-book offering, Onorati added, greatly helped the bottom line. Though things slowed down after Christmas, Onorati ran a New Year's Day sale for the first time, with everything at both stores at 25% off. The reason for the sale, Onorati explained, was to clear the way for inventory on January 4.
Between the World and Me, the Illustrated Harry Potter and the Sorcerer's Stone, Gratitude and My Brilliant Friend all proved to be popular holiday sellers, as did signed copies of M Train. Coloring books, including The Mindfulness Coloring Book by Emma Farrarons and Lost Ocean by Johanna Basford, also performed well. Onorati also had trouble keeping The Mindfulness Coloring Book, Harry Potter Coloring Book, The Notorious RBG and H Is for Hawk in stock throughout the season. Items from the Nostalgia Toys lines and Sock It to Me socks were popular non-book offerings.
"I think the balmy weather held people back from shopping too early this year, but honestly, that seems to be the trend most years," said Onorati, reflecting on the past few holiday seasons. "People just seem to shop later in bookstores."
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Pam Cady |
As an independent college bookstore, University Book Store in Seattle, Wash., is in a different position than many indies. Despite the holiday rush being over, the store is heading straight into the second semester rush in January.
"Our store traditionally remains busy during the month of January," said Pam Cady, manager of the general book department. "Of course, not the same kind of business in the trade book department as December, but still pretty brisk."
Almost all of University Book Store's top 10 titles for the holiday season were nonfiction, Cady said. The only fiction title to break the top 10, in fact, was All the Light We Cannot See. H Is for Hawk, Between the World and Me, Gratitude and Thing Explainer were also on that list. UBS's "sleeper hit," Cady said, was Paris in Winter by David Coggins, and coloring books moved briskly. And no matter the time of year, The Boys in the Boat by Daniel James Brown is a perennial bestseller.
"The big difference for us the last few years is that the last 10 days before Christmas is by far our busiest time," said Cady. "And the busy period gets shorter and shorter each year." --Alex Mutter