Bookselling Strategies for the Other 12 Days of Christmas.

MARKETING strategy; BOOKSELLERS & bookselling; BUSINESS planning; ELECTRONIC books; STORED-value cards; SALES promotion; ROBINSON, Doug

This article looks at the marketing strategies of U.S. booksellers two weeks after the 2010 Christmas season. There is a plan by booksellers to incorporate e-books sale into an expected record e-booksales period. It notes that some booksellers are focusing on boosting gift card sales during this period. Postcard mailing will be used by Bookshop Santa Cruz to promote the New Year's Day sale to customers in a bid to sell e-books. According to Doug Robinson of Eagle Eye Book Shop, the store marks the post-Christmas period with a sale.