From Publisher’s Weekly:
In 2022, the comics retail sector attempted to level out the roller-coaster track of the recent pandemic years. After a period of significant change in the industry, paired with record sales, many retailers expressed a desire for a return to normalcy this past year—and a continued uptick in revenue.
The sales gains have held for now, at the very least. Coming off the high-water mark of 2021, adult graphic novels still boasted a modest 4.6% sales increase in 2022, according to NPD BookScan, with YA comics sales rising a surprising 20%. Though kids’ and middle grade graphic novels dipped by 3%, the category is still up 29% over 2020. Overall, it was a welcome result.
Last year wasn’t just a good year for sales. Supply chain issues also improved dramatically, particularly on the manga front, and there was stabilization in single-issue comics distribution, even if it remained imperfect. However, word on the ground from retailers was that added workload, increasingly complex logistics, and a glut of product complicated the overall positive outlook.
PW’s annual comics retailer survey offers an anecdotal look into the comics retail landscape. We checked in with retailers at six comics outlets across North America, including from the direct market—a section of the industry comprising 3,000 or so independent shops that buy mostly nonreturnable stock at wholesale from direct-market distributors—and general bookstores with robust graphic novels sections. Owners and staff shared their thoughts on year-to-year performance, the titles and genres that ratcheted up sales, the impact of economic uncertainty and industry changes, and their projections and mood moving into 2023.
While nearly every bookseller PW spoke with is upbeat about the market, some comics shops dealt with a slight downturn on the single-issue comic side in 2022, with the broader graphic novel channel offsetting that dip. Sales there were driven by manga and adult graphic novels. Frustration was expressed, though, about navigating the rapid growth in output from publishers that rushed to capitalize on the hot market. Retailers contended with an overabundance of title options, including variant covers (a quirk of the comics market: alternative covers for single-issue comics designed for collecting purposes). Shoppers like choices, but stores had to gamble on what to stock, resulting in high variance in sales and lengthy ordering processes. The impact of economic uncertainty was also starting to be felt.
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Jenn Haines, the owner of The Dragon in Guelph, Ontario, sums 2022 up as “a bit of a weird one in retrospect.” That’s because shops saw that this year’s largely flat or improved performance came with associated costs. For example, Haines mentions that her two storefronts enjoyed a 13% sales increase over 2021, but that she also closed a third location “in a strategic move” in late August. Her lease was up at an outlet that didn’t grow her customer base as much as it segmented it. The savings on rent allowed her to renovate her flagship shop, a move that’s proved beneficial. “The business is stronger than ever, and 2023 has started just as strong,” Haines says, but “it constantly felt like I was fighting my way to the finish line.”
Others chimed in with similarly contrasting reports. They commented on the unique stress factors that came along with riding out boom times in an ongoing period of change. Everyone in comics retail continues to deal with the ripple effects of the past couple years.
Challengers Comics + Conversation, a comics shop in Chicago, saw sales increase in 2022, but co-owner Patrick Brower admits it took a toll. “It was the most stressful and hectic behind-the-scenes year I think we’ve ever had,” he says. This stemmed from changes in single-issue comic distribution. Challengers is now buying weekly product from five separate distributors, each of which uses drastically different invoicing systems. It takes five times as long as it used to, he explains, meaning the gains the store made came with significant increased workload.
Link to the rest at Publisher’s Weekly
4 thoughts on “Comics Retailers Navigate a New Normal”
One must question an OP article that spends a grand total of a single paragraph on the distribution issues facing comic-book stores. Not to mention the returns problem.
Logistics is far from the biggest problem of their business.
The OP makes no mention of prices ($5 single issues?) or the content quality or myth churn at both the majors that renders the characters unrecognizable from year to year. This in a business that survives off repeat business.
Characters that used to sell millions monthly barely hit 5 figures and the retailers are left to guess which issue might sell more than two issues. Especially with the guarantee that every arc will be reissued in trade paperback form.
The publishers don’t really care since their primary role is throwing stuff at the wall to see what sticks to be suitable video fodder for the corporate bosses.
All true, Felix. But my eyebrows were raised because I’ve had to deal with Diamond. Repeatedly. It was the lack of consideration that was notable.
Not sure about Marvel but DC ditched them in 2020.
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