Christmas Tills Are Ringing

This week, The Read takes a look at the coming Christmas sales season, and talks to five booksellers around the country for a few book recommendations to help customers solve their Christmas list woes. We asked our booksellers to recommend titles for:

• A mother in law in her 70s
• A 50-60 year old father
• A woman in her 30s
• A teenage boy, and
• A five year old.

Books have long been a popular item under the tree and this year it seems the drive for the Christmas buy has started early with Christmas brochures in letterboxes from early November and decorations already up in shops.

Tips for Making the Most of Christmas Trade

• Be prepared – make sure till tape has been changed, you have enough bags and cellotape
• Display your opening hours and extended trading hours
• Check what titles are being advertised and promoted in your store flyers and ensure they are prominently displayed in your store
• Match categories with promotion flyers grouping together books for different groups
• Check you have enough Booksellers vouchers
• Include gift exchange cards and ensure your exchange policies are prominently displayed
• Plan for managing long queues (particularly around weekends). A dedicated person bagging purchases helps and a cash till may also be a good idea
• Plan for emergencies – if EFTPOS is overloaded or tills malfunction
• Support staff and keep them energised and smiling

“It’s taken me a bit by surprise,” admits Take Note Waiheke owner Ann McDonald. “We’ve recently moved so we’re trying to recover from that, but we will be looking at the Christmas market in coming weeks.”

Ann says her Christmas displays in the shop take into account the eclectic tastes of her island customers.

“James Patterson doesn’t sell well here, our customers are more inclined towards books like Jane Ussher’s Still Life. We try to have a really interesting range with books people may not find elsewhere.” Ann McDonald: Take Note Waiheke.

As part of the Paper Plus group, Ann is also very aware of the national marketing material for both Take Note and Paper Plus stores and ensures highlighted titles are readily available. “We don’t have a Paper Plus store on the island, so we do try to match the same promotions.”

Ann McDonald’s Christmas List Recommendations

Mother-in-law (70s): A couple of autobiographies: Stephen Fry’s Fry Chronicles or Kevin Milne’s The Life and Times of a Brown Paper Bag or Maeve Binchy’s new book Minding Frankie.

Father (50-60): Road of Bonesby Fergal Keane – the story of the siege of Kohima. It’s horrific but incredible.

Woman in her 30s: A Life in Frocks by Kelly Doust.

Teenage boy: Anything by Robert Muchamore, the reissue of Twilight of course, and Jeff Kinney’s Diary of a Wimpy Kid series.

Five-year-old: Perennial favourite – Why Do Dogs Sniff Bottoms or for a bit of local flavour, Herbert the Brave Sea Dog by Robyn Belton. Many of Margaret Mahy’s books have also recently been reissued and are always wonderful reads.

At Borders Wellington, store manager Megan Dunn says the store is well prepared for the Christmas trade and looking forward to an excellent retail season.

“There are so many good books out for this Christmas – it feels like it’s going to be a bumper year.” Megan Dunn: Borders Wellington.

Megan says the store not only focuses on what’s in the national marketing material, but also considers its regular customer base and what they like to buy. “Our customers are strong non-fiction readers,” she says, adding that the children’s area in the store has also been made welcoming and inviting for customers.

“New Zealand titles are also very important for us and we do place focus on this.” Megan adds that as well as looking at the bestsellers, she also constantly looks at the back catalogue and what books are selling two to three copies per week.

Non-book items are also important for Borders Wellington and Megan says these enhance the titles.

Megan Dunn’s Christmas List Recommendations

Mother-in-law (70s): Judi Dench’s And Furthermore.

Father (50-60): There’s no shortage of books for Dads this year – Stephen Fry’s autobiography Fry Chronicles, a new fiction read, Lee Child’s Worth Dying For or John Grisham’s The Confession or for non-fiction, how about The Spirit Level by Richard Wilkinson and Kate Pickett.

Woman in her 30s: A ‘Keep Calm and Carry On’ mug as a stocking filler and Russell Brand’s Booky Wooky 2 or Alison Wong’s NZ Post Book Award winner As The Earth Turns Silver.

Teenage boy: The Hunger Games trilogy by Suzanne Collins or how about an e-reader.

Five-year-old: The Wheels on the Bus Kiwi version or a classic like one of the Hairy Maclary books.

"A strong presence of new releases and featured titles is key to making the most of Christmas trading," says Paper Plus Invercargill manager Leanne McGinnis.

Leanne, who is also manager of H&J Smith Take Note in Invercargill says that the feature display in the store reflects the front page of the marketing flyers.

“We look at what’s on the front page and we often further promote these titles with local advertising on radio and in the newspaper.”

She also agrees that the 2010 Christmas options are far stronger than in recent years. “We’re very excited – there’s so much variety and really great non-fiction to suit a far greater range of readers.”

Leanne McGinnis’ Christmas List Recommendations

Mother-in-law (70s): At Home with the Templetons by Monica McInerney

Father (50-60): Ken Follett’s Fall of Giants or one of the great autobiographies out this year – John Kirwan’s All Blacks Don’t Cry or Michael Parkinson’s Parky’s People

Woman in her 30s: Kerre Woodham’s Short Fat Chick in Paris (and you can win a trip to Paris with Paper Plus!) or Jilly Cooper’s Jump! Wendy Nissen’s A Home Companion or a lovely Annabel Langbein cookbook will be favourites as well

Teenage boy: The vampire books are still all popular, but I think Trash by Andy Mulligan looks great

Five-year-old: The Wonky Donkey by Craig Smith or Craig’s new book Wilby the Bumblebee

Doris Mousdale from Arcadia Books says Christmas trade seems to have already started with shoppers planning early “although I still think we will have that last minute rush”.

Doris plans for Christmas well in advance with emails to the store’s database reminding customers of special promotions and shopping evenings.

“We have one evening when the whole street has late night shopping and we hand out Christmas mince pies and try to make it a nice experience for shoppers. 

“It can be stressful for people and I’ve been known to make a cup of tea for a customer or two at times. We try to help customers as much as possible by finding out about who they are buying for and of course, we always offer an exchange card.” Doris Mousdale: Arcadia Books.

Doris says she keeps an eye on what the major chains are promoting, but picks out her featured titles according to what her customers like. “We like the Michael Caine and Judi Dench autobiographies,” she says, adding that she doesn’t forget the back catalogue. “Some customers won’t have bought much over the year and will want particular books to give as Christmas gifts.”

Mother-in-law (70s): The Golden Prince by Rebecca Dean or The Empress of Ice Cream by Anthony Capella

Father (50-60): Leonard Cohen’s Stranger Music since he’s just been here, Nelson Mandela’s Conversations with Myself or Daniel by Henning Mankell

Woman in her 30s: Coco Chanel: The Legend and the Life by Justine Picardie, Nina Garcia’s Look Book or the new Annabel Langbein on Julie Le Clerc books

Teenage boy: A book by Robert Ludlum or The Top Gear Annual

Five-year-old: For a girl, the illustrated Pippi Longstocking and for a boy, The Beast Quest Annual