Holiday Hum: Shopping Begins in Earnest; A Diverse Breadth of Titles
In Manhattan Beach, Calif., Pages: A Bookstore had a "great" Thanksgiving weekend, with store owner Linda McLoughlin Figel reporting that Plaid Friday/Black Friday, Small Business Saturday, and Cider Monday all saw significant increases over 2022. The store was up 5% in November as a whole, and October was up 16% compared to 2022, she added.
Figel noted that she and her team did not see much early shopping this year, but people have certainly "begun their shopping in earnest." Last week the store hosted the first of two Holiday Rep Nights, which feature reps discussing books with "many of our most loyal and enthusiastic customers." The $10 ticket includes wine, cheese, and $5 off at the register; Figel said the rep nights are a great way to "hone in on the core titles" the store plans to feature for the holidays.
Asked about major titles so far, Figel pointed to recent award winners such as Prophet Song by Paul Lynch, and the titles on the New York Times Top 10 list, which she noted are "now hard to get and may not be available until after Christmas."
The team has been a bit surprised that The Woman in Me (Britney Spears) is outselling My Name Is Barbra (Barbra Streisand); other strong sellers include David Grann's The Wager, Chris Erskine's What the Bears Know, James McBride's The Heaven & Earth Grocery Store, and Fourth Wing and Iron Flame, both by Rebecca Yarros. For sidelines, popular items include Blackwing pencils, Deux Cranes chocolates, and puzzles.
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Evan Schertz, owner of Maria's Bookshop in Durango, Colo., said the season got off to a slow start, with some "terrible weather" contributing to a relatively quiet Thanksgiving weekend and end of November. Now, though, "things are cranking along," and what's stuck out to Schertz is the "amazing" breadth of titles doing well this year.
With Iron Flame being perhaps the only exception, the store is "rarely chasing titles," and there doesn't seem to be a "single title carrying the season at all." A "really diverse and spread-out mix" of both new releases and backlist are selling, with Schertz remarking that some of them have come as a surprise.
A Little Life by Hanya Yanagihara is "having a moment," though it was released in 2015, and he attributed the resurgence to its popularity on BookTok, noting that social media trends are "really influencing holiday shopping, maybe more than we've ever seen." It can make it a bit tougher for buyers to know what titles to really get behind, but for the most part, the store "bought most of the right titles correctly," and "fulfillment has been fine."
Maria's Bookshop doesn't do any in-store author events during the month of December. Instead, the focus is on promotions and special programs, including a book drive that the store facilitates for a local family center.
In general, Schertz added, there continues to be a feeling of uncertainty on a "week-to-week and month-to-month basis," making it hard to "plan and budget for sales." But so far this season, the store is "tracking right along with last year."
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At Wellesley Books in Wellesley, Mass., Thanksgiving weekend marked a strong start to the season, co-owner Gillian Kohli reported, but unfortunately things "softened somewhat after that." Kohli noted that Wellesley's downtown shopping area puts on a holiday stroll on the first Sunday of December, and while it was still "lively and festive" this year, it rained heavily all day and "definitely kept some customers at home." Kohli noted that while there are some "reliable early shoppers" every year, there didn't seem to be a particular push for early shopping this season.
Standout titles have included Ann Patchett's Tom Lake, Rachel Maddow's Prequel, The Art Thief by Michael Finkel, How to Know a Person by David Brooks, The Heaven & Earth Grocery Store, Zadie Smith's The Fraud, Emily Franklin's The Lioness of Boston, and Big Heart Little Stove by Erin French. Kohli expects them to continue selling well, and so far the store has not encountered any supply-chain problems with either books or gifts. --Alex Mutter
If you are interested in having your store appear in a subsequent Holiday Hum article, please e-mail alex@shelf-awareness.com.