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Waterstones has brought its 3 for 2 offer back for one week, but only on children’s books.
The promotion, across all Waterstones branches, began today and will run until 22nd February, coinciding with the half term school holidays.
Special blue and purple point of sale material printed by Waterstones for the week-long offer says: “Children’s Books all 3 for 2 Celebrating Half Term at Waterstones.” The promotion also includes YA titles.
A spokesman for Waterstones said: “We think 3 for 2 is a great offer for people in half term week, but we will continue to use a variety of methods to promote titles and offer value in our shops.”
Waterstones ended its decade-long rolling 3 for 2 paperback promotion in October last year, after the chain’s new m.d James Daunt scrapped it following the business’ purchase by Russian oligarch Alexander Mamut’s A&NN company.
Speaking in press interviews discussing the end of the promotion, Daunt said it distracted customers from concentrating on the book by instead focussing their attention on the price. Speaking to The Daily Telegraph in October, Daunt said: “If you fill your entire front of shop with 3-for-2s, and you end up plastering stickers over an enormous range of books, it becomes simply irritating. You look at these great big tables – and personally I lose the ability to focus on a particular book.”