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J K Rowling's The Tales of Beedle the Bard is well on the way to becoming this Christmas' top children's title with its initial three-day sales tally reaching almost 368,000. Published on 4th December, booksellers predict that it will continue to be a "steady seller" in the run-up to Christmas.
Sarah Clarke, children's buying manager at Waterstone's, said sales had got off to a "fantastic" start. She added: "The first 24 hours more than lived up to expectations and Beedle has gone straight to number one in our charts." The chain is selling it at £3.49, a near 50% discount. Some 400 fans, including those from Australia, USA and Eastern Europe, attended Waterstone's midnight book launch at its flagship store in London's Piccadilly.
Borders, which is offering the book at £4.99 and with a free book, held midnight openings and launch events during the weekend. John Packard, senior buyer for fiction and children's, said sales have been "superb" and added, "this title has gone straight to number one for us".
Packard expected sales to "remain steady" until Christmas. He said: "The typical slump in sales after the first day for a Harry Potter hardback is not evident this time round. The rest of the market's deep discounting on this title is certainly not affecting us in any real way, and our free book offer is being picked up by customers with enthusiasm."
Independents have also seen steady sales, despite offering fewer discounts. Georgina Hanratty, manager at Tales of Moon Lane, said: "We have copies at the counter and parents are buying them as stocking fillers."
At Chapter One, which is offering the book at £5.50, joint manager Mary Baker said: "People have talked about discounts available elsewhere but we are still seeing steady sales and some young Harry Potter fans buying it with their own money."