With the announcement of a title and street date (July 21st) for the seventh and final Harry Potter book, the final chapter of a publishing industry fairy tale has begun.
I witnessed the phenomenon of the boy wizard firsthand when I worked at a bookstore in Los Angeles. Even on the decidedly not family friendly Sunset Strip (we were a few doors down from the Hustler flagship store), we sold more copies of book five, Harry Potter and the Order of the Phoenix, than all of our other books combined in the first few days it was out, and our book buyer had to make emergency runs to Costco (where he could get the book wholesale) to keep it in stock. (You can see my thoughts at the time in this post.)
Book six, of course, was even bigger, and judging by the numbers, Harry Potter and the Deathly Hallows will be the biggest of all. According to an Amazon press release, in just the first seven hours of availability, the online bookseller sold “over 200% more books than it did the entire first day of Harry Potter and the Half-Blood Prince the sixth book in the series. In fact, sales on Amazon.com in the first seven hours today have eclipsed total sales for the entire first two days of the sixth book.” Once all the first-day numbers were tallied, Amazon put out another release saying that orders for Deathly Hallows “were 547% higher than first-day pre-orders for Half-Blood Prince” and that the seventh and final book sold more copies on the first day than in the first two weeks of the pre-order period for book six.
Amazon isn’t alone of course, Barnes & Noble reported selling Half-Blood Prince at a rate of 105 copies a second when that book came out, and I’m guessing the numbers will be even more astonishing for book seven. The books are such outliers that overall sales for the chain spike in years when Harry Potter books come out, creating lumpy year over year sales comparisons that the company’s management must explain to Wall Street.
Of course, nowhere else is the series a bigger deal than Scholastic, the publisher behind the books, and the company can only hope that dozens of other projects in the pipeline will make up for the revenue lost once Harry Potter is history. At the same time, I’d imagine that the series will be repackaged again and again to entice die-hard fans and newcomers to shell out cash for the books years after book seven comes out. Already there are multiple editions of the Harry Potter books, and the “deluxe” version of book seven – retailing for $65 – is #2 at Amazon right now.
While it’s unclear if the book industry will ever experience a phenomenon quite like Harry Potter again – the first six books have sold more than 325 million copies in 64 languages, dwarfing even The Da Vinci Code’s 60+ million copies in print – we can be sure that the press will spill many gallons of ink on the end of the series over the next six months or so. And to be honest, it’s probably deserved. There’s never been anything else quite like it.