Photo credit: www.publishersweekly.com
The transformation of periodical comics into trade paperback collections began in the 1980s, marking a significant shift in how these materials were marketed and sold. Initially, this transition posed some challenges for brick-and-mortar bookstores, as it was not unusual to find superhero comics displayed alongside titles like Garfield in the humor sections. Nonetheless, this shift proved to be both profitable and enduring. Nowadays, graphic novels enjoy substantial shelf space at big-box retailers, making them accessible to a wider audience. This raises an important question: how can smaller specialty comic shops effectively compete in this evolving landscape?
Jenn Haines, the owner of The Dragon, an Eisner Spirit of Retailing Award-winning comic shop in Guelph, Ontario, emphasizes the significance of community in their business model. “Readers of comics often feel different from others, but our shelves can offer them a sense of belonging,” she notes.
A recent report from ICv2 highlights the resilience of the comic book industry, revealing that in 2023, $1.87 billion in comics and graphic novel sales was recorded, with 61% coming from book channels and 36% from specialty comic retailers. The preliminary data for 2024 suggests that specialty shops have gained a larger share of the market, indicating a fruitful year for these businesses, according to Milton Griepp, president of ICv2.
Haines reports that her store experienced steady annual sales over the last five years, with overall sales for 2024—encompassing games and toys—up by 3% compared to 2023. Notably, sales of comics and graphic novels specifically increased by 5%.
The community-focused approach resonates with Atom Freeman, the owner of the consulting firm Prana: Direct Market Solutions. He recognizes that comic shops thrive by concentrating on their connections with customers and staff, as well as hosting community events. “These stores have not just survived but thrived in a challenging retail environment by fostering relationships,” Freeman adds.
Eitan Manhoff, operator of Cape and Cowl in Oakland, California, shares similar sentiments about the need for comic shops to create a community hub. Acknowledging the competitive edge of online shopping, which often provides cheaper options, Manhoff has transformed his shop’s annual Free Comic Book Day event into a food drive, alongside establishing Cape and Cowl Con to draw fans together. “Creating a space where people want to gather is crucial,” he asserts.
Gina Dawson and Tom Marquet, proprietors of Partners and Son in Philadelphia, have also adopted a welcoming ethos, encouraging patrons to engage without feeling pressured to make purchases. They host various events that spotlight local cartoonists, allowing artists to keep all profits from their sales. Dahlson notes that these gatherings often attract larger crowds who eventually contribute to additional sales. Their store hosted 42 events in 2024, leading to a remarkable 29% increase in sales compared to 2023.
In Los Angeles, the hybrid concept of Revenge Of, which blends a comic shop with a pinball parlor and a dry bar, showcases the importance of fostering real-life experiences. Co-owner Jeff Eyser describes it as a “nerd bodega,” effectively utilizing outdoor spaces for community events, including an annual Comic Creators Block Party that drew around 600 attendees and showcased over 60 creators.
Revenge Of also promotes book clubs, one of which humorously centers on the Spawn series and has reached its 100th issue. Eyser’s inclusive graphic novel club for women and non-binary individuals has garnered positive feedback, featuring selections like Rain and The Many Deaths of Laila Starr.
In Montreal, Librairie Drawn & Quarterly positions itself as a community center and unique full-service bookstore, nurturing ties with local cartoonists and regularly organizing book clubs. President Peggy Burns notes the importance of fostering a welcoming atmosphere in a city that can feel isolating for newcomers, regardless of their language proficiency.
Other shops like Howling Pages in Chicago adopt a community-centric perspective by prioritizing shelf space for local artists. Owner Alain Park observes that supporting local creators encourages a strong sense of ownership among the customer base. The shop runs a family-friendly Young Howlers Club for children and organizes Drink, Draw & Duplicate events that engage local artists in the creative process.
In Winchester, Virginia, Four Color Fantasies has made its mark by organizing a charity auction featuring comic cover sketches, contributing to both fundraising and community connection. Store manager Erik Jones expressed pride in the auction’s growth since its inception, noting last year’s total surpassed $40,000.
Despite each comic shop having its individual favored titles, industry data reveals that Marvel’s Ultimate and DC’s Absolute lines boosted overall sales in 2024. Griepp points out that the resurgence of these series provided fresh narratives that resonated with fans, leading to increased consumer interest.
Jones notes that while single-issue sales have slightly decreased at Four Color Fantasies, certain titles, like Absolute Batman, have performed exceptionally well, attracting a younger audience once again.
Among independent titles, IDW’s Beneath the Trees Where Nobody Sees, a whimsical horror comic, emerged as a surprise success in 2024, capturing the attention of readers and demonstrating the power of effective recommendations from retailers, who often handpick titles for their customers based on individual preferences.
As comics retailers navigate potential challenges heading into 2025—exacerbated by political unrest and economic instability—their reliance on community support will be crucial. Haines observes that consumer behavior often shifts with increasing uncertainty in the political landscape.
Compounding the situation, the recent Chapter 11 bankruptcy filing by Diamond Comics, once a dominant distributor in the industry, raises concerns about distribution for smaller publishers. Griepp warns that if Diamond’s situation doesn’t improve, access to market presence for independent publishers may become jeopardized.
Amid ongoing challenges, comic retailers continue to adapt, drawing strength from their shared experiences and community ties. “We’ve learned to navigate tough times collectively,” Haines concludes. “Our resilience comes from our willingness to communicate and connect with one another.”
Source
www.publishersweekly.com