Of all the industries one could celebrate and root for, we’d say the book publishing industry is a big one. The more people read, the better off society is, and that includes all people. Moreover, the better books sell, the higher a chance there is for new names to come into the market, sharing what they have to write as well. It’s not good to have a market where only romantasy is flying off the shelves, for example, when there could be so much more.
Thankfully, bookshops are doing relatively well even if the demand has shrunk over the years. But in order to achieve that, various methods have been used. From using specific genres as the cash cow (as we mentioned above), to using collectors editions, importing text from abroad, investing in new translations, and as ever, finding the newest and hottest talent, anyone looking to learn about sales could pen a fantastic case study about this industry.
Today, we’re going to focus on one element – how bookshops of all kinds will try to upsell. If you’re planning to run your own small store or just be wise to the sales tricks being used, you may find some of the following advice helpful:
Staff Picks & Highlights
The joy of reading is something wonderful to share, and it’s also one of the most organic and effective ways a small bookshops can upsell. That’s because when a customer sees a handwritten note from a person who works there, recommending a book they genuinely loved, it makes them feel inspired to read and try something new. You’re effectively using the personality and taste of the people working in your store to upsell, which is a wonderful approach to take.
Moreover, it’s wise to place these highlighted books near the checkout counter or right at the entrance, so they catch your customer’s eye before they start browsing. They might come in for a specific title but leave with a second book that was personally suggested to them by someone they feel they can trust.
There’s something really special about walking into a small independent bookshop and seeing those little handwritten notes tucked under the covers of books. Those “staff favourites” feel like secret recommendations from kindred spirits — someone who gets lost in stories the same way I do. It’s also a lovely reminder that behind every bookshop there are real people who adore books, not just businesses selling them. That energy is what keeps bookshops alive and magical.
Book Signings & Festivals
The great thing about bookshops is they can become community hubs too. If you host a local author or celebrate a book release, your bookshop is a place to be and not just a place to buy, which, ironically, makes people more likely to purchase more. The energy from such gatherings also makes it easier for your customers to pick up an extra copy of the featured book for a friend.
Moreover, if you have staff on hand with a contactless card reader so customers can quickly buy the book the author is selling to get it signed, that’s a great idea. The atmosphere is also great for selling non-book items. You often see additional accessories like branded tote bags, journals, or gift vouchers flying off the shelf at these times.
There’s nothing quite like the buzz of a signing or literary event. The conversations, the laughter, the shared love of stories — it creates such a sense of connection. Readers don’t just come to buy a book; they come for an experience, to meet the person who brought those words to life. And when that energy fills a room, people naturally want to take a little piece of it home — whether that’s a signed copy or a beautiful bookmark to remember the moment.
Reading Clubs
Reading clubs are fantastic for building customers in a community, and also guaranteeing repeat purchases of certain titles. If a dozen members are committed to discussing a new novel next month, that’s a dozen books you’ve already sold. If you have a meeting space for reading clubs to come, well, you might have a new one every single day. It’s helpful to offer these members a small discount, making the commitment more worthwhile and adding to the exclusive feel of the group. But no matter how you do it, the strategy is sound.
Book clubs are one of my favourite things about the reading world. They go beyond just “selling books” — they build friendships, spark debates, and connect people through words. I love how they can turn a solitary act like reading into a shared experience. And honestly, who hasn’t discovered a book they might never have picked up if not for a group recommendation? It’s proof that stories truly have the power to bring people together.
With this advice, we hope you can see, or potentially even use, the methods book stores use to upsell with style.
Collaborative Post
