Independent Bookstore Sales Continue Upward Trend

2004 Figures Surpass Previous Two Years' While Industry Remains Flat

The American Booksellers Association announced on Thursday, May 19, that independent bookstores' 2004 sales increased, in terms of both dollars and number of units sold, capping a three-year period of sustained growth, according to Ipsos BookTrends, a syndicated study based on data collected directly from consumers by global market research firm Ipsos-Insight. This increase occurred while the bookselling industry, as a whole, remained essentially static. Additionally, the BookTrends survey indicated that consumer demand for books (book buying) outpaced spending in 2004 -- a reversal of recent trends.

"The independent bookstore and small chain segment of the book market remains a vibrant and important part of the retailing landscape," said ABA CEO Avin Mark Domnitz. "The continued growth in both dollar and unit sales shows that the American reading public continues to look to the independents to discover new books of quality and as a primary source for the knowledgeable servicing of all of their book buying needs."

Ipsos estimates that consumer spending for books (across all channels) held at $13.3 billion for the second straight year. Unit sales were up 2.5 percent from 2003, reaching 1.7 billion. Independent and small chain bookstores' market share accounted for 9 percent of the dollars spent by consumers, up 2.1 percent since 2002.

"The importance of independent bookstores increased each of the past two years," said Barrie Rappaport, manager of Ipsos BookTrends. "The market share percentage appears lower than in previous years because Ipsos BookTrends recently issued a restated database." According to Rappaport, enhancements to the database included combining the adult trade and juvenile book databases; a move to a quarterly data release schedule; and improved data quality in terms of classifications, descriptions, and detail. "Ultimately, this aspect of the restatement affected the market share position of all classes of trade. The numbers and shares are likely different from past years, but the story for independent booksellers remains the same: dollars spent and units sold in independents have risen," she continued.

Of note in the independent/small chain share position was a recovery in the children's sector, which caught up with the turnaround in the trade sector that began in 2000. According to Ipsos, the independents' overall performances exceeded the industry average for the past several years.

Ipsos BookTrends' reports are compiled from information gathered from a panel of 16,000 nationally representative households who maintain daily purchase diaries for Ipsos.