Trade sales as measured by the AAP turned significantly negative for the first time all year in September, ratifying concerns that the lack of new breakout hits might weigh on consumer traffic and sales during the most important months of the year. Total trade sales of $618 million were down $44 million (or 7 percent), compared to $662 million a year.
Adult sales, which have been soft all year, accounted for all of the decline and then some, down $58.5 million (or 12 percent). Once again, hardcover sales — or weak frontlist — fell the most, down $41.3 million. Children’s and YA sales continued to gain though less so than in previous months, up $15 million (or 9 percent), to $183 million. (Those gains will likely be moderate for the rest of the year, as comparisons will get more difficult versus Veronica Roth’s breakout in late 2013.)
eBook sales also followed their pattern from previous months: Adult ebook revenues were flat at $106 million, as children’s ebook sales gained $3.7 million, to $17 million.
Trade sales are still in positive territory for the year, up 3 percent, though current indications point towards finishing 2014 flat or down slightly. Here is our cumulative comparison chart for the year so far: