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Books can be a vital part of an art materials store. They provide your customers with ideas for projects as well as in-depth information on mediums and techniques. We talked to retailers around the country about what books sell best for them and what merchandising tips they had for this area of an AM store. They agreed that a book’s visual appeal (both on the cover and inside) is extremely important in grabbing the attention of artists. The types of books that sold the best ranged from high-quality hardbound books to inexpensive instruction books to unique gift books. Whatever is popular in your store, you’ll surely find some suggestions you can use from these three retailers: Jamie Carter of Jamie Carter’s Art Market in Paris, Texas; Darlene Bennett of Darlene Bennett Art Studio in Erie, Pennsylvania; and Joe Domeier of The Art Store in Des Moines, Iowa.

1. What are the staples of your book section?

From Jamie Carter, Jamie Carter’s Art Market

I sell fine art instructional books on topics such as oil painting and watercolor, but I don’t sell any pattern books. A lot of my books come from North Light and Walter Foster. I like the North Light books because they are hardbound, lengthy (200 pages or more), and of good quality. My customers tend to buy books that will last over time and become part of their personal libraries, so quality is very important. One of the best titles I ever sold was Drawing on the Right Side of the Brain by Betty Edwards. She wrote from the perspective that anybody could draw. People responded to that because so many don’t think that they have any natural talent. A book like that can open the door for people who want to begin doing fine art.

From Darlene Bennett, Darlene Bennett Art Studio

I sell a lot of Walter Foster books because they are inexpensive and do a good job of explaining different mediums in a clear, step-by-step manner. Because of the price, people are more likely to buy more than one at a time. I find that hardcovers are more popular with advanced artists, but the majority of my customers prefer less costly books filled with good material.

From Joe Domeier, The Art Store

Books in our store fall into three categories: fine art, graphic design, and gift books. In our fine art category, how-to books and educational manuals sell well. The DK Art School series and Chronicle Books’ Artist’s Manual by Angela Gair are some of our best sellers. Watson-Guptill’s The Impact of Modern Paints by Jo Crook and Tom Learner discusses the work of several major artists and is a wonderful resource. Watson-Guptill’s design annuals provide us with repeat business from graphic designers. Books that offer design ideas (for everything from logos to menus) do very well. What we sell a ton of are coffee- table books and unusual gift books, with titles like 101 Uses for a Golden Retriever and The Bad Girl’s Guide to the Open Road.

2. What new book titles or categories are popular for you?

From Jamie Carter

I don’t have a lot of books that follow trends in my store. My books focus mainly on traditional techniques. My customers would like to see more books on painting that cover things like landscapes, for example. While I don’t carry craft books or project books, my customers do buy decorative painting books and use them for studying brush strokes.

From Darlene Bennett

I’m trying to find books on water mixable oil paints. This medium is relatively new, so there isn’t a lot of material available on it. I have a few customers who have totally switched over to this type of paint, and they’ve asked me for related books, but so far I haven’t been able to find any.

From Joe Domeier

We’ve been selling more books on paper making, card making, and book making. We haven’t gone too deep into it because it’s a trend, and it’s also more craft-oriented than most of what we carry. Two gift books that we think will be popular this year are Toasts: The Illustrated Book of Drinking Poems, Salty Salutations, Eloquent Epithets, and Vivid Verosity and Drink: Never Mind the Peanuts both from Willow Creek Press. Books like these sell well around the holidays because of all the parties people attend.

3. How do you decide which books to order?

From Jamie Carter

I watch my customers and pay attention to what they pick up, buy, or ask me to get for them. I also teach art courses, so I carry books that will require similar techniques to the ones I’ve taught in my classes. That way my students can continue honing their skills.

From Darlene Bennett

My customers request books on various subjects but not specific titles. When I look at catalogs, the most important thing to me is a clear description of what a book contains; it must be laid out well. Simple instructions combined with excellent illustrations are the best. People get turned off if they see too much text.

From Joe Domeier

We’re constantly changing our book selection. We only keep a title in stock for about one year, so we’re always reviewing publishers’ catalogs. The title is the most important factor; the topic has to be something we’re looking for in our store. Second, the graphics on the cover are extremely important; because we’re selling to people in design, we have to offer books that grab a person’s attention. Third, we look at the description of the book to see if it’s what we really want.

4. How do you display books in your store?

From Jamie Carter

On one wall, I have 25 to 30 titles displayed on slanted shelves. The front of the books face out, so people can see the whole cover. I’ve found that it doesn’t do any good to put them in like a library (with the spine facing out) because no one wants to squeeze them back in for fear of damaging the covers.

From Darlene Bennett

I have 40 to 50 titles on a circular, rotating rack from Walter Foster. I incorporate reference books from my own collection into my displays. Customers can browse through the books to get ideas. The hardcover titles I carry are placed next to the related products and are found throughout the store.

From Joe Domeier

We have a full aisle dedicated to books. One side is graphic design, and the other side is fine art. The books are divided into categories with divider panels between them. Generally, if a book has been in our store for some time, we’ll display it spine-out with the newer titles displayed face-front, so the cover is totally visible. Gift books are scattered throughout the store on endcaps and intermixed with other products. Smaller gift books (6” x 9”) go by the cash register.

5. What other strategies do you use to increase book sales?

From Jamie Carter

I order books that coincide with the classes I teach. Then when I offer the class, I put a sign up next to the book that tells about the class. I also send out mailings to advertise the classes, which in turn increases my book sales.

From Darlene Bennett

I rotate the books I carry, placing them in different sections of my store to catch more people’s eyes. I teach classes, and I’ll bring a book with me and tie it into the lesson plan. Then people will usually ask if I have a copy to sell, and I say, “As a matter of fact, I do!”

From Joe Domeier

We talk up the books we have displayed by the cash register. While ringing up a purchase, we’ll say, “Look at this!” and hand the customer a book. They’ll thumb through it, and if they enjoy what they see, they’ll buy it.
Product knowledge is also a key factor in selling books. Because we carry roughly 200 titles, we’re always getting something new in. When the books arrive, our staff members look through them, so they’re more informed when helping customers.