At the opening of the Northern California Independent Booksellers Association Spring Gathering last weekend, American Booksellers Association CEO Oren Teicher took a quick poll and concluded that--like their colleagues around the country--80% percent of attendees reported their business was up.
"We had a little weather back east," Teicher said, noting that some stores in the Boston area lost 10 business days, which is not easy to recover. "We'll trade customers for water," quipped Brad Jones from Book Smart in Morgan Hill, Calif. But drought aside, Northern California Independent booksellers are bullish about the book business and are especially gratified to see Independent Bookstore Day go national.
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Christie Olson Day from the Gallery Bookshop in Mendocino with Jonathan Evison, author of This Is Your Life, Harriet Chance! (Algonquin, Sept.) and Craig Popelars from Algonquin.
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Among the topics discussed in the open forum were the ABA's Kobo partnership; Edelweiss, which offers an underused feature for booksellers to share what they are reading with each other; and the potential of handseller.com as an alternative to Goodreads.
Admitting that the Kobo partnership is "not perfect," Teicher explained that there are few alternatives and the ABA does continue to speak with publishers directly about increasing e-book sales through independents.
"The good news is that the massive growth of e-book market share has leveled off," Teicher said. And while the sales numbers are not staggering for indies selling e-books, he noted that a small number of stores are selling digital content every week, mostly through the Kobo app.
In the sessions about the business of doing more business, ABA representatives shared some creative ideas on growing new markets--with an emphasis on increasing business with existing customers by offering special sales days and loyalty programs, and reaching out to younger and more diverse consumers. Speaking of younger book buyers, there have been reports lately about millennials and their preference for print over digital books, as well as the value they place on fair business practices--which bode well for indies. And, as an ABA graphic showed, the population born between 1980 and 2000 is going to be the largest demographic segment through 2040.
Millennials might be replacing the boomers in numbers, but the latter generation wins out when it comes to music to play in store. "Sixties and '70s music works," observed Copperfield's Sheryl Cotleur. "If we play current stuff, people with children leave."
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(Standing) Pete Mulvihill from Green Apple Books and Janis Cooke Newman, author of A Master Plan for Rescue (Riverhead, July) with (seated, l.-r.) Ingrid Nystrom, Books Inc.; George Kiskaddon, Builders Booksource; and Calvin Crosby, Book Passage.
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The NCIBA event was the first time many booksellers heard the term "webrooming"--the consumer practice of looking up items online that they then buy in bricks-and-mortar stores. According to Teicher, 68% of consumers say they webroom and only 49% engaged in showrooming, its opposite, where customers browse in store then buy online. Still, Teicher pointed out, for those who do buy in a store, 40% said the experience could be improved.
At a session on building specialty categories, Calvin Crosby from Book Passage declared, "Cooking is beautiful, so the cookbook section should be the most beautiful in the store, with books face-out like art books." When it comes to poetry, Camden Avery from the Booksmith said it was time the category was no longer treated like the "holy virgin of the bookstore" and became an actively curated section. A well-maintained poetry section, even a small one, he said, can be a draw for an independent bookstore. Acting as panel moderator, Ingrid Nystrom from Books Inc. observed that poetry makes great gifts and lends itself to handselling. Avery recommends bookstores find a poetry expert on staff, pay attention to awards, and give the books about nine months to sell before returning them.
On the topic of travel sections, Lonely Planet's Karen Finlay said that, contrary to the company's post-recession fears, print travel books sales remain up. "People might not be going out as much, but they are saving for travel, and the first stop on their journey is your bookstore," she said.
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Booksellers and event producer Samantha Schoech (in red pants) celebrating the second California Bookstore Day.
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Crosby noted that Lonely Planet's Destination of the Month program works--and often the hot places to travel one month lead to related cookbook sales. Nystrom said the travel section needs to be accessible to more staffpeople so that they can become knowledgeable about the differences between the guides and phrasebooks available, as well as be creative about stocking novels and journals for crossover sales. When it comes to special sections, she said, "just make it fun."
NCIBA sandwiched fun receptions into the program: at midday, booksellers got to meet 20 authors who signed books and galleys; and at the end of the day, when the members raised a glass to the upcoming second California Independent Bookstore Day, coinciding with the inaugural national event on May 2. --Bridget Kinsella