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Thursday
Dec182008

Outrunning the Grinch

Since I haven't fired up my bookstore website-seeing tour bus for a while, I decided to take a brief, pre-Christmas virtual flyover, just to see what sort of holiday promotional decorations booksellers were displaying online to put folks in the seasonal buying spirit.

Inspiration for this trip came from an editorial cartoon I saw Tuesday that depicted Santa trying desperately to stay just ahead of the looming maw of the biggest Grinch of all time, otherwise known as our mega-Scrooged economy. Forget the magic reindeer. We may need to go warp speed to outrun this beast.

As the countdown to Christmas Eve--the busiest shopping day of the year for many bookstores--continues apace, I've noticed a distinct uptick in the volume of promotional e-mails offering last-minute shopping incentives, including coupons, discounts, special events and more.

As Tiny Tim might have said, "Constant Contact bless us, every one."

E-mail is potential instant retail gratification, I suppose, but I'm also curious about bookstore websites, which have begun to seem oddly stolid and archaic in our age of texts and Tweets. Where are you? What are you doing now? These are the questions of our time, or at least of our moment.

Call me nostalgic. I miss the good old virtual holidays of, well, last year.

Speaking of nostalgia, I recently found an advertisement placed by the American Booksellers Association in the December, 1947 issue of Harper's magazine. Here's the text:

A New Free Service Offered by America's Foremost Booksellers
Give-A-Book Certificate
"The Gift That Can't Be Wrong!"
Here is how you can give a gift to anyone, anywhere--and be sure it will be right! Just send GIVE-A-BOOK CERTIFICATES, which your friends can exchange for just the books they really want!
GIVE-A-BOOK CERTIFICATES are on sale--and can be redeemed--at the book and department stores throughout America which display the ABA emblem shown here. Take advantage of this service today!


Hyperventilating italics and exclamation marks aside, this 60-year-old ad made me realize how often we still rely on traditional slogans and phrases. So I went looking for a few bookstore websites that might shake things up a just bit.

And I found some.

In addition to promoting its gift cards ("One size fits all!), Idlewild Books, New York, N.Y., suggests customized gift packs for the traveling reader: "Know where you're going, or looking for a gift for a traveler? Let us put together a custom-made Destination Kit of guides, novels and more! You tell us where you're going, your interests or travel style, and what you like to read and let us do the work!"

The Booksmith Holiday Catalog, which is showcased on the home page of the San Francisco, Calif., shop's website, offers "independently selected & thoughtfully curated" staff recommendations. "Our booksellers have spent months agonizing over the process of selecting only 70 out of 200,000 new books published this year for inclusion in this catalogue. The result is a carefully curated selection spanning a range of reading interests and prices."

The Booksmith's staff has also mastered the art of the six-word book review: "In the age of information overload, we believe in 'less is more.' That's all we have to say."

"Season's Readings!" are featured in Joseph-Beth Booksellers' "Holiday Store," which complements "hand selected top books for this holiday season" with a more personal online handselling option: "Looking for something but can't find it? Need a suggestion for that tough-to-please friend or family member? Just let us know by filling out the form at the end of your transaction and we'll locate it for you."

Powell's Books, Portland, Ore., highlights staff picks from its holiday catalogue, offering discounts on selected titles. Best of all, Powell's is sponsoring a contest that customers can enter by submitting their favorite words. The prize? A 20-volume set of the Oxford English Dictionary, natch. If you scan through the nearly 700 entries sent thus far, you'll notice an energetic engagement with the task at hand, a wide-ranging vocabulary and a curious recurrence of the word "defenestrate" (see Nabokov, Vladimir).

So, I did see some good website stuff, and I probably missed your good website stuff, but my wide-ranging whirlwind tour was a little disappointing, I must admit. Maybe I've become, rather than outrun, the virtual Grinch; or maybe I'm still waiting for a visit--an e-mail? a text? a Tweet?--from those Dickensian Christmas ghosts.

'Twas the week before Christmas, and all through the Web, not a creature (or not many) was stirring, not even a wireless mouse.

Wednesday
Dec102008

What Do You Do?

That's always the question, isn't it? For better or worse, what you do is your primary way of connecting with people. If home is refuge, work is prospect and you need both to thrive.

From 1992 until 2005, this was an easy question for me to answer. I said I was a bookseller. Now it's a bit more complicated, since I work as a writer, editor, bookseller or teacher, depending upon the day and the hour and my mood. Other answers I've given over the years include student, marble mill worker, grocery store clerk, prep cook and route sales rep.

Always and everywhere, however, I've been a member, born and bred, of the working class. And Jenny Brown's great article (Shelf Awareness, December 9, 2008) on the recent tribute to Studs Terkel in the Great Hall of Cooper Union got me thinking.

Did anybody understand work better than Studs? That question--"What do you do?"--when asked by him was a measure of his fascination rather than a statement of competitiveness or elitism.

Ah, that word again--elitism.

I've been reading Studs Terkel since the late 1960s, which means throughout my working life. No matter what kind of good or lousy job I had, his writing, along with the brilliant growl I heard on radio and TV, always spoke to me, had my back, nudged me in the ribs sometimes, reminding me to take the world very seriously but myself less so.

He was a master at connecting the barely visible threads that hold us together.

In 2004, while I was attending BookExpo America in Chicago, I finally met Studs . . . at Bill Ayers' house.

Maybe I should explain.

A reader's life, like a worker's life, is irresistibly complicated on the good days. That year I was invited to one of those publisher-sponsored dinners that are the social staple of book shows. This one happened to be at the Hyde Park home of Bernardine Dohrn and Bill Ayers, names that have been mentioned, you may recall, once or twice during this year's presidential campaign.

Oh, and how about another plot twist here for readers who love it when incontrovertible evidence seems like deus ex machina? I first met Bill in 2001 while we were at Bennington College--in our energetic dotage--working toward MFA in Writing degrees and "palling around." As recently as last winter, we had dinner together in Bennington and talked about . . . stuff. For two people who couldn’t have lived more disparate lives when we were young, our friendship has evolved quite naturally, an outgrowth, perhaps, of something Bill suggested in a recent New York Times Op-ed piece, when he wrote that "talking and listening to the widest range of people is not a sin, but a virtue."

But let's get back to our story. On that night in 2004, in Chicago's Hyde Park neighborhood, in Bill's living room, Studs Terkel held court on a sofa, looking at once frail and indomitable. This simple gem of a moment is my cherished memory of the man at work and play.

As a bookseller, I love it when I'm handselling novels, but also take a certain pleasure in the awareness of my fingers dancing instinctively across a keyboard, ringing up purchases during a rush. After all, if I add up the number of years I've spent in retail as a grocer and bookseller, calling myself a cashier might be the more honest response to the seminal question.

When I was 17 and working for the A&P, customers lined up at my register because I was fast and proud of it. One of my favorite stories from Working is of Babe Secoli, the supermarket checker who says, "It's hard work, but I like it. This is my life. . . . I'm just movin'--the hips, the hand, and the register, the hips, the hand, and the register . . . You just keep goin', one, two, one, two. If you've got that rhythm, you're a fast checker. Your feet are flat on the floor and you're turning your head back and forth. . . . If somebody interrupts to ask me the price, I'll answer while I'm movin'. Like playin' a piano."

So, what do I do?

I work.

And I agree with Studs about doing something you love. Of his own vocation, he wrote, "Though my weekends go by soon enough, I look toward Monday without a sigh."

Wednesday
Dec032008

Positive Shades of Gray on Black Friday--Part II

It may not have been the best of times for booksellers on Gray Friday, but the good news is that it doesn't seem to have been the worst of times either.

Business at the Galaxy Bookshop, Hardwick, Vt., "far surpassed" Linda Ramsdell's expectations during what turned out to be the "best Black Friday sales in five years, more than double last year."

Good news was also riding the post-Thanksgiving retail winds for Russ Lawrence of Chapter One Book Store, Hamilton, Mont.: "For the weekend after Thanksgiving, we were up 28% versus last year, which exceeded our expectations by about 33%. We couldn't be more pleased, but we're not going to let up in our efforts to remind people that books make the best gifts and shopping local first builds stronger communities. I think those messages are resonating with people, in spite of Black Friday coverage in the Missoulian (the regional paper with the largest circulation) that focused exclusively on box store sales. In fact, given the news of stampedes and the nature of the comments from box store shoppers, they might not even have needed to mention local independents--the conclusions were there, for thinking people to draw."

Susan Fox of Red Fox Books, Glens Falls, N.Y., said, "Our sales were up about 10% over last year. We're a new store, still growing, so this is about what we expected. We hope that number increases a bit as we get closer to Christmas, but considering all that's going on, we're just happy to be selling books. Foot traffic seemed about the same, but most people were actually shopping rather than browsing. We found that our discounted books are doing better this year than last, and many more people are taking advantage of our frequent buyer program. I think this weekend was a good indication that the Christmas season won't be as difficult as we had feared."

At Sam Wellers Bookstore, Salt Lake City, Utah, "We did better than I thought we would," said Catherine Weller. "Not only did we exceed my expectations, we exceeded our sales projections for the day by a healthy percentage. In fact, we kept the store open an hour later than scheduled to serve the customers who favored us with their patronage. I should note, however, that Black Friday does not hold the significance for Wellers that it seems to have for other stores. In fact, over the years I have begun to view it as a creation of, by, and for the big box/chain retailers. I have heard other independent retailers inside and out of the book industry express similar, though perhaps not as hard-nosed, sentiments. The biggest sales day of the year for us is the Saturday before Christmas. This has been true since at least the 1970s."

Customers buying local helped Fountain Bookstore, Richmond, Va. "We did better than expected, as did our friends at the locally-owned independent music retailer Plan 9," said Kelly Justice. "We are still expecting to be down significantly for the year and have prepared for that probability, but it was a promising start to the holiday season. Looks like we don't have to cut the mistletoe budget just yet."

For Alice Meyer of Beaverdale Books, Des Moines, Iowa, "Black Friday was just about even with last year; Saturday saw about an 80% (yes!) increase; Sunday was a typically slow day (and lousy weather). When you start as modestly as we did, the increases seem exponential, but November as a whole was a great month and I'm beginning to let myself feel that December will continue the trend. Lots of special orders."

A jump in Thanksgiving weekend business at Shaman Drum Bookshop, Ann Arbor, Mich., surprised Karl Pohrt, who observed, "Sales were very slightly up this weekend from the same time last year. This is amazing considering the state of our local economy. I have no explanation."

There was also good news for another Michigan bookstore, McLean & Eakin Booksellers, Petoskey. "Our Friday and Saturday sales were up slightly from last year and we were absolutely delighted," said Julie Norcross. "Sunday sales were down a tiny bit. Remember, we are in a resort area and usually have many visitors at all holidays. A blessing for us."

Joe Foster of Maria's Bookshop, Durango, Colo., reported, "We were slightly up over last year's Black Friday, and neck in neck for the entire weekend."

Mitchell Kaplan observed that the strategy for Books & Books, Miami, Fla., "to emphasize value in our e-mail blasts seemed to work. At our Coral Gables store, which is a freestanding store and where we had the broadest discount offerings, we saw an increase in traffic. Our increases in those areas we gave special discount attention to--used and out of print and art, architecture, photography and design--were sufficient to allow for a sales increase over last Black Friday. We're planning a series of rolling discounts on different sections and will send out e-mail blasts with special value offerings, as well, throughout the week."

"Sales were about usual for us," noted Sheryl Cotleur of Book Passage, Corte Madera, Calif., "not like the mall shopping, I'm told (by newspapers and the like), but fine otherwise. Our city store had a signing with Tom Brokaw Friday so they were jammed and packed all day with big crowds and book buying so they had a great weekend. We don't see an unusual bump after Thanksgiving. but we sailed through fine."

Last week, Diane Van Tassell of Bay Books, Concord and San Ramon, Calif., had anticipated "decent sales on Gray Friday, but we know that they head to the mall before they come to our store." Her prediction came true: "Our sales were about even with any other weekend--which are usually very good. We did a 20% discount on all used books and that really didn't do much for at least our more affluent store. Sunday sales at that store were below normal for even a weekday. We don't buy back books from customers on Sunday in that store--and it may have hurt us. And maybe those customers have more money to spend and were at the Best Buys of the world on Sunday. Now our other store in a more urban area (and lower socio-economics) did better than our suburban store for the three-day weekend--which is very unusual. Our expectations for the holiday season are high because we have a lot of great gift books from CIROBE."

Russ Marshalek of Wordsmiths Books, Decatur, Ga., retained his sense of humor over the long holiday weekend: "Sales were decidedly down from last year, but measurably better than expected for this year--owing, in part, to the fantastic release of the long-awaited I Can Has CheezBurger? book. In this economy, the consumer has spoken and what the royal IT wants is a book of funny cat pictures with humorous captions. Take that, Wally Lamb."

Weekend sales at the Bookloft, Great Barrington, Mass., were "exactly where we thought, predictably down a bit, though not as drastically as I might have thought a few months ago," said Eric Wilska. "Black Friday is never, never our big day. It's always the two days immediately before Christmas. We're doing a 'spend $100 dollars and get a gift from the Bookloft' (a customized gift certificate good after January 1) promotion and it's been very successful. Not only do our customers dig it but it's been giving us an opportunity to literally hand them a gift and say, 'No, thank you; without you, we wouldn't be here.' Many are clearly going to use it as a gift. So, in January and February, we'll at least have a few hundred customers coming in."

Sounds like the makings of a perfect greeting card for booksellers: May all your customers keep coming in throughout the holiday season and beyond.

Tuesday
Dec022008

Positive Shades of Gray on Black Friday--Part I

What if we planned for a Gray Friday, expressed reasonably cautious fatalism--just to avoid angering the vengeful retail gods--and then people came out and shopped after all? Wouldn't that be great?

As it happens, this seems to have been the scenario for many booksellers last weekend. I had a front row seat myself, working the sales floor at the Northshire Bookstore, Manchester, Vt., and marveling at the traffic. Hadn't these people heard the economy is dying and Black Friday is for mall discounters only?

Apparently not.

"Our Black Friday was better than expected, Saturday was respectable and Sunday was a bit weaker because of the weather," said Chris Morrow, Northshire's general manager. "The weekend was better than the last three months have been, so let's hope December is more like this past weekend than the previous few months. I have my prayer beads working."

Allison Hill of Vroman's Bookstore, Pasadena, Calif., noted that the bookshop's "sales exceeded our expectations. We were up both Friday and Saturday against last year's Black Friday weekend. The overall feeling in the store was really festive and feel-good, and people were definitely spending money. Our average dollars-per-transaction was only about a dollar down from last year and we saw big ticket items sell at a better rate than anticipated. Obviously, it's a more compressed holiday season with Thanksgiving falling so late so we'll see if the trend continues. Let's hope this keeps up!"

Having said last week that she expected a "quiet weekend," Lauretta Nagel of Constellation Books, Reisterstown, Md., found Black Friday sales "were about the same as last year (my first in business). The weekend was very good, however, and I think having the whole Main Street run a 'Holiday Market Day' event really helped. This weekend was up a bit over 300% compared to last year's weekend. Mind you, this is only my second year in business so any trending is still suspect."

Left Bank Books, St. Louis, Mo., was "16% up for the weekend," said Kris Kleindienst. "This far surpassed our wildest expectations. We were down about 11% in October, no surprise, but we have been running up all November. We can't explain it except maybe to say that our Friends of Left Bank Books membership drive in October (which netted us $14K in memberships--not included in the October sales) may have also reminded folks of the need to shop locally at a critical moment. I also credit the general euphoria of most of our customers over Obama's victory. The economy may actually be helping us because perhaps books look better and more meaningful to our customers right now than trampling a store employee to death to get a 'deal' on a wildly expensive flat screen TV. And we have been getting a lot of ink lately in anticipation of our downtown store opening December 10."

Tattered Cover Bookstore, Denver, Colo., had to weather the weather, but Cathy Langer said, "Friday's sales were very encouraging, compared to Saturday and Sunday, which were somewhat disappointing, in part due to the weather conditions on Sunday with snow and media news reports of road problems and closures up north, south and I-70 from the mountains into town. It was a sit-by-the-fire kind of day. I will say we're cautiously optimistic within our managed expectations (how's that for qualified?), with some good media exposure coming up and the feeling that books always make great, meaningful gifts and even more so in years like this."

Steve Bercu of BookPeople, Austin, Tex., thought "everything measured up well. We were up slightly for the last two weeks in November (Thanksgiving was in a different week last year so it was hard to measure the weeks by themselves) and we were up slightly for November as a whole. Black Friday was up 20%, but the whole weekend was only up 3%. Of course, Black Friday is not our biggest day or even in our top 20 for the year. We will do better than that at least 10 times before Dec. 25. In any case I look at it as positive for the season."

As we mentioned last week, Village Books, Bellingham, Wash., offered a Wednesday-before-Thanksgiving coupon, and Chuck Robinson pronounced the experiment a success: "We got 95 of the coupons (15% off total purchase) back that day and our business was up 42% over the Wednesday before Thanksgiving last year. We also think it helped jump-start some business. We were up nearly 10% on Black Friday and Saturday was just about dead-even with the Saturday after T-Day last year (these are combined sales with our card and gift shop that we haven't separated out yet). Where our sales are trailing are in our card and gift store, immediately adjacent to the bookstore. Because we don't carry many non-book items in the bookstore it appears those are the lagging sales items. I'd be curious to see if those stores who can separate their non-book sales are seeing a bigger drop there than in book sales as we are."

Coupon-inspired sales were also reported by Sarah Bagby of Watermark Books, Wichita, Kan. "We redeemed many of our Black Friday coupons," she said. "People were buying bigger ticket items with the discount. Our sales were in line with expectations and customers were upbeat, open to suggestions of titles they hadn't come in for and just getting started shopping for holiday giving. People seem more cautious about gift cards than in years past; however, those sales typically don't really crank up until mid-December. To confirm what we heard from various groups, our customers want to send something personal and well chosen."

Anne Holman of the King's English Bookshop, Salt Lake City, Utah, observed a gift card trend as well, noting that "sales were good, but they were lower than last year. Gift card orders are fewer this year so far, which is interesting and we'll see if it continues. [Black Friday] went better than we'd braced ourselves for and it could have been better. The weather in SLC has been unseasonably warm and sunny, so maybe people aren't fully in the shopping mode yet."

Stay tuned for more Gray Friday results tomorrow.

Tuesday
Nov252008

A Black Friday By Any Other Name . . .

After lengthy consultation with my key advisers, I've decided to assume personal responsibility for the day after Thanksgiving by rechristening it Gray Friday. I believe this will more accurately reflect the uncertainty of the upcoming retail holiday season.

In the spirit of a year as unhinged as this one has become, I wondered what we're expecting--and how we've prepared--for Gray Friday. So I asked around.

"I think our sales will hold up pretty well," says Mitchell Kaplan of Books & Books, Miami, Fla. "We usually have reduced expectations as we're primarily in non-mall locations. Over Black Friday, most folks hit the malls first for bargains and then head over to us. We're hoping to get that first wave this year, though, because we're going to promote the notion of books as a 'value' gift. Not necessarily value = price, though. So, the notion of IndieBound and how we can get the message of our independence across will also be important; we want our customers to know that when they support us, they also support their community."

Watermark Books, Wichita, Kan., is featuring "a black coupon good for Black Friday that went out with last week's e-letter," notes Sarah Bagby. "Our customers love coupons and they were successful last year. Our expectations are not widely varied from previous years. During the latter two weeks of October and all through November, three of us have gone out on the circuit, speaking to book clubs, philanthropic groups and auxiliary groups. We asked attendees how they felt about giving books as presents and whether they will give the same amount as in previous years. The answers were overwhelmingly positive. Customers seemed adamant about giving books to facilitate an authentic experience, rather than more stuff or gadgets."

Village Books, Bellingham, Wash., also sent a coupon to its e-mail list, seeking to draw customers in on the Wednesday before Thanksgiving. Owner Chuck Robinson hopes "that the exposure will help on Black Friday, even though the coupon won't be valid then. Our historic district always has a two-day gallery walk on Friday and Saturday after Thanksgiving. This year the entire area has ramped it up with a carriage-arrival of a Victorian Santa, performers throughout the district and other activities."

November sales have been good thus far at Beaverdale Books, Des Moines, Iowa. Alice Meyer is "optimistic about sales next Friday. We don't have anything special planned. I guess I made the decision when I opened that I can't compete with donuts at midnight and $20 DVRs. Not to say that we're not nervous about the economy and the shopping season, and I am monitoring everything very closely. We love IndieBound, and I think our customers are more aware than ever of the impact of buying locally."

According to Joe Foster of Maria's Bookshop, Durango, Colo., "Historically, Black Friday has been a pretty busy day for us, but not outrageously so. I'm honestly predicting a really solid holiday, despite the shrieking Nostradomi in the news. As for any new strategies, I've been a bit more judicious with inventory and, much to the chagrin of our suppliers I think, we got ridiculously aggressive with returns last month. We support and exploit the MPIBA Winter Catalogue very heavily, doing newspaper inserts the Sunday before Thanksgiving and we historically see a huge response from that."

Russ Marshalek of Wordsmiths Books, Decatur, Ga., says his expectations are "tempered and minimal at best. The economy's been a friend to no one, and, honestly, bookstores/book sales aren't something usually impacted, in my frame of reference, by Black Friday." Wordsmiths will be "focusing on gift titles rather than the 'big' books. Also, despite the economic downturn we're carrying on with our event-focused in-store promotions to continue to encourage people to come into the store."

Expecting "a quiet Friday," Lauretta Nagel of Constellation Books, Reisterstown, Md., has an alternative plan to enhance sales: "My retail neighbors and I are banding together to hold a November Market Days Open House up and down Main Street, in the hopes that we will attract people who might otherwise shop the mall."

Linda Ramsdell of the Galaxy Bookshop, Hardwick, Vt., says, "Black Friday is traditionally not a big sales day for us, so we're expecting 'the usual.' We haven't done anything different for a Black Friday promotion, as we are putting the focus on our 20th anniversary sale on December 6. We will send out a newsletter before Thanksgiving, reminding people how important it is, now more than ever, to spend money locally."

At Red Fox Books, Glens Falls, N.Y., owner Susan Fox says, "We're just not sure what to expect this year. We have been rather busy these past couple of weekends, so we hope that bodes well for the rest of the season. We haven't found Black Friday to be especially big for us in the past two years. We're not doing anything special for it, largely because the following weekend is a town-wide event and we try to save our energies for that."

Kelly Justice of Fountain Bookstore, Richmond, Va., sees "an overall holiday season that is slightly down, but not as bad as the grim forecasts. I have noticed an increased awareness on the part of our customers about where they spend money and what the long-term value of that investment will be. While price-conscious, I'm hearing more parents explain to their children why they are here rather than the mall, because we are connected to their community.

"Also, we are reaching out to our fellow local businesses with a special discount campaign for people in our neighborhood who are in the service industry. Service industry people are their own huge network, particularly those in restaurant and retail and they support their own. By reaching out to them by both providing incentives for them to shop with us and by patronizing their businesses, I hope to create positive word of mouth that they will then share with those they serve."

Valerie Koehler of Blue Willow Bookshop, Houston, Tex., says, "We tend to do steady, brisk business on the two days following Thanksgiving. We get a fair number of families coming in bringing extended family from out of town. Many of our customers like to show off to their family where their gifts come from. So we don't plan any big sales or other pushes. Our December is jammed with activity--onsite and off."

And, in a thankful mood, Roger Doeren of Rainy Day Books, Fairway, Kan., notes that for his bookshop, "the day after Thanksgiving is a day to meet and greet our customers with a positive, helpful and thankful attitude and make that day, just like any other day, into whatever it will be; turning 'Read' into 'Black.' The big picture is read in 365 days rather then the minutiae of one day."

As for me, I'll be on the sales floor for my 17th straight Black--now Gray--Friday. I'll tell how that went next week, and I invite you to send me your reactions and even photos, too.