Monday Deadline for Thanks for Shopping Indie

By Dan Cullen on Thursday, Oct 18, 2012

As enthusiasm among booksellers continues to grow for the new Thanks for Shopping Indie promotion — and recognizing the crowded schedule of the fall season — booksellers are reminded that the deadline for participation in this first-ever multi-publisher initiative is Monday, October 22.

The promotion, which starts on November 24, Small Business Saturday, provides booksellers with the opportunity to give back to their customers on a broad range of 2012 Indie Next List titles. To participate in Thanks for Shopping Indie, stores must sign up by October 22.

Joy Dallanegra-Sanger, senior program officer, BSI, Inc., reminded booksellers that “active participation in this unique promotion — which features more than 60 outstanding titles, all chosen by indie booksellers and supported by publishers — provides a great opportunity for stores to thank their customers on a day that is sure to be one of the busiest book buying days of the holiday season.” Dallanegra-Sanger also noted that “many booksellers whom I have talked to at the fall regional shows have made clear that they believe strong sales of the featured titles in the indie channel will help demonstrate in a direct way the unique role independent bookstores play in spurring sales across all channels.”

Booksellers have reacted very positively to the program. Nicole Magistro, owner of The Bookworm of Edwards in Edwards, Colorado, noted that the program’s book list is perfect for her store — “a mix of titles that we can customize to coincide with our favorites for the year. I’m glad there is so much bookseller DIY because the overall marketing effort will be easier and more effective.”

Downloadable logos, table display cards, web banners, and posters are available in the Bookseller DIY. Booksellers with further promotional suggestions are encouraged to contact ABA Marketing Manager and Designer Greg Galloway. More Thanks for Shopping Indie details, including a sign-up form, the list of eligible titles, and terms are available at BookWeb.org.

Ideas for promoting Thanks for Shopping Indie:

  • Pre-wrap books so that they are ready to go
  • Let reading groups know about titles of special interest
  • Incorporate the promotion in the store’s frequent buyer/loyalty program
  • Host a reception on November 24 to thank customers for shopping indie
  • Feature staff picks of your Thanks for Shopping Indie titles
  • Feature titles in your store newsletter
  • With the purchase of one book in the promotion enter customers in a raffle to win another pick of the customer’s choice
  • Create a holiday shopping guide that includes categories such as “perfect for an occasional reader,” “for the uncle who has everything,” “for your friend’s 10-year-old son,” “for a toddling grandchild,” etc.
  • Create a window display
  • Create social media content and special offers (e.g., the 100th person who likes this book, gets it for free)
  • Feature a book a day on your website
  • Offer a discount if you chose
  • Offer to ship any of the featured books at a reduced rate
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