March 16, 2025

How to Sell Books in 2020: Put Them Near the Toilet Paper

Even in normal times, getting a book on the shelves of a Target or a Walmart is a coup. As with anything they buy, when one of those chains stocks a title, they buy a lot of copies — as many as 30,000, a significant amount in an industry where a 50,000-book printing is considered a big bet.

At Costco, a big best seller might sell more than 100,000 copies. There, books are chosen by Pennie Clark Ianniciello, a longtime buyer who every month anoints one of her favorites as a “Pennie’s Pick,” a distinction that can substantially boost sales.

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Updated July 21, 2020

“The Seven or Eight Deaths of Stella Fortuna,” a novel by Juliet Grames, has sold almost 15,000 hardcover copies since it was published in May 2019, according to NPD BookScan. The paperback, however, was a Pennie’s Pick, and has sold more than 18,000 copies since it was published less than three months ago.

“If it hadn’t been a Pennie’s Pick, it would have been problematic because other brick-and-mortar bookstores were closed,” said Sarah Burnes, Ms. Grames’s literary agent. “Because it was a Pennie’s Pick, it sold thousands of copies.”

Article source: https://www.nytimes.com/2020/07/22/books/books-coronavirus-retail-walmart-target-costco.html

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