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Asda prices Potter at £5

20.07.07 Graeme Neill

Supermarket Asda has set a new benchmark for pricing as it will be selling Harry Potter and the Deathly Hallows for an unprecedented £5, 72% off the recommended retail price.

Bloomsbury, Harry Potter's publisher, said they were "bemused' by Asda's pricing and warned that it will sell out very quickly, disappointing those keen to pick it up cheaply. "We are confident that readers will still choose to buy their books at other retailers across the country amid crowds of fans looking for a magical atmosphere rather than just a cheap price and they are more likely to continue to have it in stock," said Minna Fry, Bloomsbury, marketing director. "We would also be concerned for Asda's owners Walmart at the losses they will be incurring which we estimate, at £5 per copy, to be an additional £2,495,000 compared to a retailer selling it at £8.99."

Kwik Save sold the last book in the series, Harry Potter and the Half Blood Prince, for £4.99 when it was released in 2005. However, stock was scarce while Asda have guaranteed 500,000 copies in store. The supermarket has already sold out its supplies online.

Tesco also unveiled their price this morning. The book will retail for £10 on its own or for £5 if £50 is spent in store, which will include the price of the book. Morrison's is the next most aggressive retailer in line with an eye watering £5.99 followed by Woolworths at £6.99 if more than £10 is spent in store.

Hardware store Wilkinson fired the first shot in the price war when it announced it was selling the book for £7.99 several weeks ago. Sainsbury's will sell the book for £8.87. Waterstone's will sell the book for £8.99 in store, WH Smith for £10.99 and Borders for £11.99. Amazon is currently offering it for £8.99 but have refused to rule out further price cuts.

For more comment on Potter pricing, visit theBookseller.com/blogs. 

harry potter Bloomsbury Graeme Neill Asda

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