Book Sense Gift Certificates Catching on With Consumers

The number of consumers redeeming Book Sense gift certificates grew at a prodigious rate in 2001, and that trend continued into the first month of January 2002 -- with a record number of consumers redeeming gift certificates at independent bookstores around the country. This is according to recent Book Sense figures charting store-to-store gift certificate redemptions (the figures do not include gift certificates that were purchased and redeemed in the same store).

Store-to-store gift-certificate redemptions (GCRs) for January 2002 were up 45.9 percent, compared to January 2001. Additionally, the average gift certificate sale amount rose by just over one percent, from $30.19 to $30.61. Overall, the number of consumers redeeming Book Sense gift certificates rose a significant 123.2 percent in 2001 from 2000.

In comparing GCRs in 2001 with 2000 on a month-by-month basis, every month in 2001 out-performed the same month in the previous year, save November 2001. Overall, some of the percentage increases of GCRs in 2001 were nothing short of remarkable. For example, the months of January and July 2001 out-performed the same months in 2000 by 470.8 percent and 382.4 percent, respectively.

The growing popularity of Book Sense gift certificates among consumers is good news for booksellers. "I think it’s an edge that the chain stores don’t have over us anymore," said Allison Brown, manager of The Book Bin in Northbrook, Illinois.

The fact that gift certificates can be redeemed at independent bookstores throughout the country is key, Brown continued. This gives consumers more choice, and the opportunity to choose an independent bookstore over a chain. "People feel they’re doing more by purchasing a gift certificate from an independent bookseller," she explained. "They’re supporting the idea of the local bookstore." -- David Grogan