Booksellers from around the U.S. offer their assessment of the holiday shopping season so far:
In Brookline, Mass., Brookline Booksmith co-owners and managers Lisa Gozashti and Peter Win reported that spirits have been good, and Thanksgiving weekend was a "good, busy weekend" that tracked with 2023. Win noted that many people were out shopping early this year, possibly because of the late Thanksgiving, with Gozashti adding that the late start, combined with a late Hanukkah to extend the season, is "working to our advantage."
The late start has given the Brookline Booksmith team more time to prepare and be a "little more thoughtful and careful about everything." Gozashti called this season's holiday merchandising "better than it's ever been," and with the holidays already so close, customers seem a bit more anxious about gift-giving and "are being swayed by merchandising." The team has also been able to take additional measures to make sure that the store's booksellers will be well taken care of during the busy season.
Win pointed to James by Percival Everett and Intermezzo by Sally Rooney as strong sellers so far, and said that offering signed copies of Ketanji Brown Jackson's Lovely One led to a "nice boost" for that title. The Serviceberry by Robin Wall Kimmerer, Gozashti said, is "flying off the shelves," and she has been "blown away" by how well expensive photography and gift books have been selling this year, including This Is Football by Daniel Melamud, with contributions by Robbie Earle and Christian Pulisic.
Gozashti remarked on a positive feeling in-store that has arisen from future uncertainty. "We don't know what's going to happen in 2025," she explained, and people feel it's "time to treasure all the things that we value."
So far, there haven't been any big supply-chain issues, and overall, Win said, the season is projected to be quite similar to the 2023 season, "which is good."
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At Excelsior Bay Books in Excelsior, Minn., Christmas stock went on display shortly after Halloween, reported owner Ann Woodbeck, and sales in that category "have built steadily every week since." All together, the store was down about 3% this Thanksgiving weekend compared to 2023; in addition to the late Thanksgiving, Woodbeck pointed to very cold weather during a Thanksgiving weekend holiday market as a possible cause.
Big sellers this season include The Demon of Unrest by Erik Larson, The Wager by David Grann, The Gray Wolf by Louise Penny, James, Impossible Creatures by Katherine Rundell, and Dog Man: Big Jim Begins by Dav Pilkey. In paperback, The Frozen River by Ariel Lawhon has proved popular, along with The Memoirs of Stockholm Sven by Nathaniel Ian Miller. Staff picks have seen a boost across the board. Asked about supply-chain issues, Woodbeck said she has had difficulty with a couple of titles already.
Woodbeck noted that since buying the store in 2020, sales have increased steadily year over year until 2024. "I think the election season had people holding their breaths and maybe tightening their purse strings. In our somewhat progressive area, spirits took a bit of a hit and concerns about tariffs and economics seem to already be in play."
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The King's English Bookshop in Salt Lake City, Utah, saw holiday shopping begin a little bit before Thanksgiving weekend, reported co-owner Calvin Crosby. So far in the season, the store has been "up a little over last year," with Crosby calling Small Business Saturday "so much fun." It was a "joy" seeing "the people who really want to support you."
Continuing a trend that Crosby has noted over the last few years, this year's sales have been remarkably spread out across genres and publishers rather than dominated by a handful of huge titles. That said, Crosby remarked, Playground by Richard Powers is "going gangbusters." The supply chain has also "been good so far."
The bookstore held its last event of the year Tuesday night, and looking ahead, Crosby expects the late Hanukkah to extend the season a bit. The first night of Hanukkah will coincide with the bookstore's annual Boxing Day sale, and he is excited to see what comes from that combination. Overall, Crosby said he's optimistic and, touching on the atmosphere in store, he described people as "having anxiety about what the new year is going to be like," and they are looking for "a bit of joy" for themselves and their loved ones.
Crosby added that it's been "lovely" to see people being very generous to Brain Food Books, a nonprofit that provides free books to those in need in and around Salt Lake City. Since Crosby became executive director in 2020, Brain Food has distributed nearly 35,000 books. "People are finally understanding the work that Brain Food does."
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In Columbus, Ohio, Prologue Bookshop had a "complicated" Small Business Saturday, reported owner Dan Brewster, due to Ohio State University having its biggest football game of the year on the same day. Ohio State's football games, as well as things like move-in day, spring break, or graduation, can have a variety of effects on sales, but Thanksgiving weekend was "really surprisingly positive for us." He called it an "optimistic signal" heading into the season.
Asked about major titles, Brewster said sales have been more spread out this year than they have in past years, though there are some standouts. Those include The Serviceberry, Wicked by Gregory Maguire, Us Fools by Nora Lange, James, The City and Its Uncertain Walls by Haruki Murakami, and Absolution by Jeff VanderMeer. On the subject of supply-chain issues, Brewster called things "pretty smooth so far," and remarked that the situation was so drastic during Covid that anything "close to normal feels fantastic."
Touching on his outlook for the season, Brewster said the "uncertainty with what's to come" has made him very reluctant to forecast anything. That aside, Brewster had hoped the bookstore would at least come out level with 2023, and as things stand, "we might be able to hit that."
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The American Booksellers Association noted earlier this week that online sales for IndieCommerce 1 and 2 were up this November compared to November 2023, with online sales up by double digits on both Black Friday and Small Business Saturday. A detailed breakdown can be found here. --Alex Mutter
If you are interested in having your store appear in a future Holiday Hum article, please e-mail alex@shelf-awareness.com.