Tonight, bookstores across the country will do something they haven’t done in a long while: Fling open their doors to host late-night parties for masses of Muggles looking to get their Harry Potter fix.
The last time booksellers were revving the hype machine for a new title in J.K. Rowling’s wizarding series, the year was 2007. Borders still existed. So did Waldenbooks and B. Dalton. Amazon was months away from releasing the first Kindle e-reader.
Now, even as the business has changed dramatically, the splashy sales expectations for Harry and friends have not: Barnes & Noble and Amazon both say that “Harry Potter and the Cursed Child” is their most pre-ordered book since the last Potter installment, and Barnes & Noble projects it will be the chain’s biggest-selling title of the year. Scholastic, the book’s publisher in the U.S. market, is expecting double-digit growth in its trade-publishing division in the next year, thanks in large part to an anticipated Potter frenzy.
And so retailers big and small are dusting off the sorting hats and the quidditch brooms this weekend, testing whether the old formula of costume competitions, trivia battles and games like “pin the nose on Voldemort” can still work in a new shopping moment, one in which even more sales have moved online and when the original cohort of kiddie Potter fans has grown up.