News

Children's indies concerned over cover prices

16.05.11 | Caroline Horn

Publishers are remaining tight-lipped about recent price increases in books for children and teenagers. Price increases have seen some young adult titles being priced at £18, with some paperback fiction given an £8.99 price tag.

Independents have raised concerns about the price rises which they believe are largely, but not solely, in response to discounting on the high street. Kate Agnew, owner of the Muswell Hill Children's Bookshop, said: "There has been quite a hike over the past year and we're not sure why."

The increases have been seen across all age ranges, with picture book paperbacks rising from an average of £5.99 to £6.99, while fiction for younger children is now more than £5. Agnew said: "This is problematic when we are doing events in schools and children only have £5 to spend. It also affects the gift market, as parents who would have bought two books for £10 now often can't. Some decide to go and buy a toy instead."

Booksellers pointed to titles including The Diary of a Wimpy Kid (Puffin)—where the cover price will rise to £12.99 for this autumn's launch, up from £10.99 last year—and The Wrong Pong, a book for younger children that is being priced at £5.99. The Emerald Atlas (RHCB), a hardback novel for children aged 9+, is also priced at £12.99.

However, the young adult market has seen the greatest increases, said Sonia Benster, owner of The Children's Bookshop in Huddersfield. She said: "We have had to move out of the teen market as we just can't compete; we can't offer discounts and these books have become too expensive for our customers."

Terry Pratchett's I Shall Wear Midnight (Doubleday) was priced at £18.99 in hardback, while Scholastic is charging £8.99 for a paperback of Philip Reeve's Scrivener's Moon. Many young adult paperbacks are now priced at £7.99, up from £6.99.

Ruth Swindon, owner of The Bookworm in north London, said they were losing sales following the increases. "We can't offer the same level of discounts as other retailers, and as cover prices increase, we are taking a hit."

Agnew added: "People come to independents because they know they will leave with a book that a child will want to read—but they will only pay so much of a premium for that service."

Publishers contacted by The Bookseller to discuss the issue were unable to comment.

Comments: Scroll down for the latest comments and to have your say

By posting on this website you agree to the Bookseller comments policy. Comments go direct to live please be relevant, brief and definitely not abusive. Report any "unsuitable comments by clicking the links"

Sort: Oldest first | Newest first | Readers' most recommended

By Nerd

"Publishers contacted by The Bookseller to discuss the issue were unable to comment." That must have been an interesting phone call. There should be some kind of universal extra discount set up, a super discount if you will, to stop indies suffering from this kind of pricing. Of course, that won't happen, but it'd be nice.

Mon, 16/05/2011 - 10:26

Login or register to post comments
Unsuitable?

By Alyx Price

Scholastic Children's Books have recently published Scrivener's Moon by Philip Reeve in a collectable limited edition hardback for fans at £12.99, as well as a Demy paperback at £8.99. The Demy paperback recognises that not all people want to buy a hardback on the first outing of a title. There is a general B format paperback of Scrivener's Moon publishing in October 2011 at £6.99. We would like to highlight that we have a wider variety of formats for this title than are mentioned in the article, and that our prices have not generally increased.

Mon, 16/05/2011 - 10:50

Login or register to post comments
Unsuitable?

By Joanna De Guia

I think the problem goes much deeper than just price rises; it is the perception of value (or lack there of) in books. Customers think nothing of spending £35+ on a computer game but regard £6.99 as expensive for a book. This is the fault of the industry generally and discounting in particular.

Mon, 16/05/2011 - 11:36

Login or register to post comments
Unsuitable?

By anon

Got a copy of the board book of Each Peach Pear Plum in my delivery on Saturday - the price has increased to £6.99, far to expensive for that type of product. A lot of backlist board books and picture books seem to be going up in price, to a point they are starting to be deemed a luxury purchase. I know I wouldn't pay that much for a toddler's book, so it is embarassing trying to sell them for that much.

Mon, 16/05/2011 - 11:38

Login or register to post comments
Unsuitable?

By David R N Livesley

The market will stand what the market will stand price wise. Increased promotional pricing/give aways dominate and thus the RRP is really a notional price except if you are a small operator, where you will just have to suffer.

My suggestion is buy some remainders to supplement your full price cos' my old company is still turning them out at a steady rate..as are the rest! I understand those 'subtle' remainder boys still have some stocks....never did get the logic of hardback fiction for kids. As a consumer I think it is a complete con to try and justify it for main stream publishing. As for 'demy' paperback...complete marketing bollocks which is foisted onto the consumer. But I know the day of the e-book cometh which should really sort out the fiction area!

Come on Independents...think of stocking more specialist toys, games and stuff.....margins better and you'll get less grief from your customers.

Tue, 17/05/2011 - 04:04