More adults than children buy children's books; adults buy books for their own children, for other people's children and for themselves. Sometimes the adults may be accompanied by children — in which case the child has a say in the type of book bought, but often, especially when the books are bought as presents, the choice is made according to the adults' own taste. The adults who buy the beautifully illustrated children's classics are known in the trade as the `graunty' buyers (grandmothers and aunties but the phrase obviously also includes grandfathers and uncles). This group is specifically targeted with lavishly printed illustrated books produced in time for the Christmas gift market. However, the `graunties' may be forced to limit their own indulgences and be guided into buying books that children actually want instead; booksellers are reducing the number of picture books they stock in order to focus on those that sell best — and children no longer enjoy the books graunties enjoyed when they were young.
Most books are bought from one of the main bookselling chains, but the bookselling industry is unusual in that most towns boast one or two independent booksellers operating alongside the likes of Waterstone's, Borders or WH Smith. This makes the industry fairly fragmented: publishers have to ensure that their distribution lines encompass the entire marketplace.
They also need to ensure that their books are well marketed. Many purchasing decisions are made in-store — customers may have a specific book in mind when shopping, but they can be tempted by other titles, especially when offered money-saving `three for two' promotions. In-store promotion and outward-facing book covers are, therefore, an important part of the sales process and this is causing booksellers to rethink their strategies in terms of the inventory they hold.
Key Note estimates that the UK market for children's books was worth £672m in 2004 — an increase of 5.1% over 2003. However, the value of the children's picture book market (which includes drawing and colouring books) declined by 20% in 2004 and this is predicted to lead to a continuing decline — Key Note estimated a decline of a further 20% in 2005 over 2004. Booksellers are concerned that this market is oversupplied and that picture books simply do not sell in the UK in the same way that they do in the US and in Europe. As a consequence, they are stocking fewer picture books — this will lead to a reduction in the number published. This market will reside with just a few popular authors and illustrators, such as the Julia Donaldson/Axel Scheffler combination (Gruffalo books), who will continue to sell well.
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