Locations

Finding comic books in Edmonton is hardly a challenge. There are several locations that operate primarily as comic book stores, including Warp, Happy Harbor, and Variant Edition, while others like Junque Cellar and HMV sell comics and/or graphic novels incidentally. As for Archie comics, those can still be found at nearly every grocery store till. Locations that sell comics provide a general map of the integration of comic culture in Edmonton, partially by demonstrating the popularity of comics simply by their abundance and accessibility. Comics can also be borrowed from the Edmonton Public Library, borrowed from friends, or passed down from family members.

Demographics and Sales

The more particular ways in which comic book shops reflect the demographics of local communities is central to my research. The surrounding community can significantly shape a location's product and sales. According to Ben, who works at Wizards Comics, the two Wizards' locations are fairly distinct. The 109th location caters to university students who tend to show a preference for DC and Dungeons and Dragons, while the Sherwood Park location is less concerned with appealing to this particular demographic. Preferences of a particular customer base might be influenced by factors like cost or peer influence.

Additionally, product selection can be shaped by owner preference, as is the case at Variant Edition. The greater density and diversity of the surrounding area also encourages a wider range of products. According to store owner Brandon Schatz, Variant Edition strives to appeal to individuals who fall outside the confining bounds of the white cis gender narrative. In doing so, however, they introduce a bias. For example, sales for traditional comics like Batman are reduced in favor of creator-owned comics. On the other hand, according to Dave Reynolds, Manager of Indigo, chain bookstores determine their product supply based on a grading system that accounts for historical performance, demographics, regionality, and loyalty customer buying behaviour (ie; plum points)

To summarize, the wide availability of comics does not translate into a homogeneous market; similarly, both independent and chain bookstores go to great lengths to customize their inventory for local communities of readers with particular interests.

Distribution

When it comes to getting comics from point A to point B, Diamond Comic Distributors is the key player. Conveniently, one of their drop-off locations is in Edmonton. At one point, there was also a warehouse in Edmonton, which made it easier for storeowners to retrieve what they needed instead of waiting several weeks when they ran out of an item. Now, product is received consistently on Wednesdays at 10 am from two main warehouses in the US.

Layout

Once a store receives its shipment, the placement of product is a science in itself. Brandon Schatz believes that their store layout and organization is quite traditional. The titles are alphabetized, single issues are found in magazine racks down the middle of the store, and graphic novels and collected editions are arranged along the walls. An all-ages section can also be found as well as some feature spots that highlight important releases. All new comics are front facing, as are some graphic novels. Most graphic novels are shelved however, and back issues are stored in boxes (also alphabetized). With more space, Brandon suggested the shop might organize its titles by genre like a bookstore.

Such aspects of distribution are important for both sellers and readers; in most cases, placement enables readers to get what they want as easily as possible, but it may also be used to highlight popular materials or to encourage the exploration of new or lesser-known comics. Product placement is not only a matter of generating sales but also a critical aspect of the selection, purchasing, and subsequent reading of comic books.

Seasonal Trends

The relationship between publishers, writers, sellers, and readers depends on a range of factors, including trends. Trends can be a challenge to track, as there are numerous external factors that affect sales. Seasons can play a role; stores offer Christmas specific titles as well as other special issues which sell in accordance with the appropriate time of year. Trends may also be affected by a shift in the demographic. For example, Ben at Wizard’s Comics suggested there is a drop-off in sales when many university students, the target customers of this location, head home for the summer. However, comic sales generally roll alongside corresponding summer blockbusters; when Spiderman hits the big screen, he also makes his way to the local comic book shop, which points to the wider context of popular culture and its impact on local instances of comic book reading.

Last Updated: Dec 30, 2016