The 2024 holiday shopping season has officially begun, and booksellers from around the country voice cautious optimism and report a reliable supply chain so far.
At the Book Stall in Winnetka, Ill., the holiday season has gotten off to a quick start, reported owner Stephanie Hochschild. Hochschild and her team began to "feel the buzz almost immediately after Halloween," thanks to some regular customers getting an early start. Sales have been "brisk and steady," and the store is on pace with 2023. Sales for Black Friday and Small Business Saturday "matched very closely" with last year's, with SBS being slightly stronger; Hochschild thanked local author Josh Noel (Malort: The Redemption of a Revered and Reviled Spirit) for stopping by and contributing.
Titles that are resonating particularly well with the Book Stall's shoppers this season include Tell Me Everything by Elizabeth Strout, James by Percival Everett, Orbital by Samantha Harvey, The Wedding People by Alison Espach, God of the Woods by Liz Moore, Be Ready When the Luck Happens by Ina Garten, and Patriot by Alexei Navalny. So far, Hochschild added, the supply chain has "been operating as expected this season." She and her team have prepared by ordering large quantities of popular titles, and "we haven't reached a panic moment on any one specific title yet."
Remarking on the late start to Hanukkah this year, Hochschild noted that Hanukkah buying is "always a significant aspect of our holiday sales," and this year she expects to see Hanukkah shopping to coincide with last-minute Christmas shopping "quite nicely." Looking ahead, she is optimistic about the holiday season, and all indications point to having a similar season to last year. She added: "If that is the case, we will be pleased."
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In Phoenix and Tempe, Ariz., Changing Hands Bookstore saw a busy Thanksgiving weekend with sales "up over last year." As in years past, co-owner Cindy Dach and the team created a holiday coupon, but this year Changing Hands promoted it earlier and a bit more "loudly." It has met with a good response and customers often pick up more items "to get to the next tier in the discount."
Many of the bestselling books of the season so far are award winners and nominees, including Martyr! by Kaveh Akbar, James, and The Serviceberry by Robin Wall Kimmerer. Kids' titles have done very well, with more than just the lead titles selling, and there has been a "significant uptick" in the store's books pertaining to social issues and "the shared learning of resistance." Titles on the "Changing Hands Holiday 100" list are also moving nicely.
So far, Changing Hands has not experienced any supply-chain issues. The store "went deep" with book buying and created significant overstock; the team employed a similar strategy with gift purchasing, and they are "well-stocked with many things."
Overall, Dach said the team is "cautiously optimistic." They are finding that community members are introducing new neighbors and friends to the bookstores, and they expect the late Hanukkah start to remind people of both holidays and "perhaps the need to double up on some gift giving."
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Valerie Koehler, owner of Blue Willow Bookshop in Houston, Tex., said the store had a great Thanksgiving weekend even though Small Business Saturday was down slightly. It helped that the Saturday before Thanksgiving was great, which Koehler suspected might have been a result of Thanksgiving being so late this year.
Asked about breakaway titles, Koehler said there has yet to be anything "huge," though James and The Demon of Unrest by Erik Larson have sold very well, and The Women by Kristin Hannah "sells out weekly." Koehler noted that publishers have been very good about getting orders to the store "in a timely manner," though she is sure that when "the morning shows come out with their holiday gift-giving guides, I will have missed a few," as happens every year.
The store expects a "solid holiday season," with Koehler remarking that they've already had good sales on both Hanukkah and Christmas titles. She added, "We fully expect to be doing a lot of gift wrapping."
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And at Third Place Books, with stores in Lake Forest Park, Seward Park, and Ravenna, Wash., the season has been off to a strong start, despite the loss of four days of business at the Lake Forest Park location in November due to a power outage, reported managing partner Robert Sindelar. Sales at all three Third Place Books locations were up for Black Friday and Small Business Saturday.
Prior to Thanksgiving, the store posted a list of the staff's 10 favorite books of the year; sales for all have picked up after the list was posted, particularly James and Ministry of Time by Kaliane Bradley. Serviceberry has also been "flying."
So far the store has not encountered any supply-chain issues, and despite the shorter season between Thanksgiving and Christmas, Third Place Books projects that it will be up over 2023. --Alex Mutter
If you are interested in having your store appear in a future Holiday Hum article, please e-mail alex@shelf-awareness.com.