It’s not just Amazon that is testing how early shoppers are willing to get serious about Christmas. Last year it moved up its Black Friday Holiday Deals to November 1, a strategy it’s repeating. Yesterday Target posted its Black Friday doorbusters ad on its website. Mixed in among the toy and electronics specials are 10 books at 50% off, including Amy Poehler’s Yes Please and Bill O’Reilly’s Killing Patton. Wal-mart has also posted its online specials. Although they don’t include books, according to the Wall Street Journal the retailer is considering matching online prices with Amazon.
Barnes & Noble is trying a different tack to get customers in its bricks-and-mortar stores before Thanksgiving. Following the success of last year’s Discovery Friday, it is expanding the celebration to a three-day Discovery Weekend (Nov. 21-23) with events at each of its 650-plus locations. These range from Linkee® trivia tournaments to Learn to Draw like Mo Willems activities to more than a hundred author appearances. Red Hot Chili Peppers front man Anthony Kiedis and David Mushegain will sign Fandemonium in New York City; Joel Osteen will sign You Can, You Will in Costa Mesa; and actress Evangeline Lilly will sign her picture book, The Squickerwonkers, in Los Angeles. There’s also a chance to win a trip for two to new York City and a $1,000 Barnes & Noble Gift Card to shop with "Jealous" singer Nick Jonas.
“We pride ourselves on helping our customers discover perfect holiday gifts through our expansive array of incredible books, Nooks, toys, games, and gifts, all with the personalized recommendations from our expert booksellers,” said Mitchell Klipper, CEO of Barnes & Noble Retail Group. “We are excited to expand our special holiday season kickoff to an entire weekend pre-Thanksgiving.”
However, one group of booksellers is determined to hold the line on Christmas. Although independent booksellers are filling their stores with holiday titles, they are saving their big push for the Saturday after Thanksgiving. Small Business Saturday (Nov. 29) will serve as the kick off of Indies First. For the second year in a row, authors and illustrators will help out at hundreds of bookstores around the country and help get the right book into customers' hands.
