Harry Potter has been good for the book industry, and good for Barnes & Noble (NYSE: BKS).
Each new Potter book has been a massive hit, with customers flocking to stores to get them as soon as they are released. In addition, the J.K. Rowling series has been credited with creating new readers, which bookstores will need in order to survive.
And this is a series that continually welcomes new readers while keeping older fans interested in its world — something which has been a boon for Universal Studios with its theme park lands based on the books, as well as dozens, maybe hundreds of non-book products.
In short, after all these years, these books still drive readers to bookstores — a fact Barnes & Noble aim to capitalize on by throwing its first ever Harry Potter-themed holiday event.
What is Barnes & Noble doing?
The chain is holding a Harry Potter Magical Holiday Ball at stores nationwide on Dec. 9, starting at 7 p.m. The events will feature dancing, music, games themed to the books and in-store giveaways, as well as free food at some locations. The company is encouraging customers to wear their most festive Harry Potter costumes and holiday attire.
In addition to the special one-evening event, the bookseller will have an ongoing Harry Potter experience inside all stores nationwide. “Customers can shop a unique assortment of books and gifts from J. K. Rowling’s wizarding world, including Harry Potter and the Cursed Child Parts I and II, Fantastic Beasts and Where to Find Them: The Original Screenplay, as well as Harry Potter wands, chess sets, music and DVDs, hats, scarves and so much more,” the company said in a press release.
Is this a good idea?
Harry Potter has a dedicated fan-base driven by young readers who will push their parents to take them to an event like this. It makes sense for Barnes & Noble to leverage the most popular books in recent times in order to drive store traffic.
This event should succeed in getting additional customers into its stores and reminding them that Barnes & Noble sells much more than books these days. That should give the retailer an opportunity to increase its sales during the most pivotal time of the year. It’s a smart strategy that borrows a little of Potter’s magic to help the struggling bookseller.
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