Once your first book is published, it’s very common to wonder why it isn’t appearing on the shelves of every bookshop.
To help explain how book distribution actually works, here’s a snapshot of what happens - and what doesn’t - when it comes to getting a book into physical stores.
The Commercial Realities of Bookselling
Thanks to developments in technology, online retailers can list and sell a book without holding significant stock. This is excellent news for indie and self-publishing authors. With the right set-up - usually involving Print on Demand (POD) - your book can be listed by almost every major online retailer worldwide. Readers can find it easily, view the cover and description, and purchase quickly.
Physical bookshops operate very differently. Traditional retail is based on sale-or-return, meaning bookshops can take a chance on new titles but return any unsold copies. For an indie or self-published author to supply hundreds of shops, thousands of copies may need to be printed and held in stock with no guarantee of sales. Returned books often come back damaged or unsellable, and the costs fall to the author. It is a high-risk model.
Getting Books into Bookshops: Points to Consider
- A bulk print run must be held with a UK distributor so that wholesalers have stock available.
- Being available at a wholesaler does not guarantee orders. Bookshops still need a reason to select your title, which means building 'discoverability’ through PR, marketing and visibility.
- Authors must be proactive. Bookshops respond best when an author is engaged - arranging events, making personal contact and directing customers to shops that carry the book.
- Sales representation exists, but is selective and costly. Most reps choose established or clearly commercial titles and take high commission, so this route requires careful thought.
- Most books now sell online, unless the author is already well known and supported by significant in-store promotion funded by a traditional publisher.
- Even if a bookshop stocks your book, returns are possible. For books distributed through our UK distributor, we must offer high trade discounts (often 50-60% or more) and authorise returns. Returned stock is usually unsellable, meaning books must be pulped or remaindered at the author’s expense - a dispiriting scenario if the initial print run has been paid for upfront.
Printing in Bulk
Bulk printing offers larger-volume lithographic or digital printing with a wider choice of paper stocks and finishes, including traditional plate sections for enhanced image quality.
Key Points:
- Bulk printing is the traditional alternative to POD.
- It offers greater flexibility in paper and cover finishes.
- Distribution must be arranged separately to ensure the necessary trade discounts for wholesalers and retailers.
- Higher discounts make it more commercially viable for UK bookshops to stock your book, though author marketing is still essential.
- No annual digital archive or management fee.
- Reprints can be ordered in batches of 250+ (smaller quantities are possible but costlier).
- Distribution outside the UK is limited.
The Benefits of Print on Demand (POD)
POD avoids the need to pay upfront for a large print run. Retailers such as Amazon or Barnes & Noble print copies only when ordered, or keep minimal stock to reduce their own risk.
POD Key Points:
- Books are printed only when needed, so you avoid tying up your budget in inventory or warehouse costs.
- You can replenish personal stock in any quantity, even a single copy.
- Ideal for black-and-white interiors or shorter colour books.
- Images can be placed throughout the text rather than in plate sections.
- Image reproduction is good, although not as crisp as gloss plates, and darker images may print more densely.
- Paper and finish options are more limited - samples are recommended.
- Due to the high-speed ultra-streamlined POD process, there is a limited choice of paper and cover finishes. Request a sample to ensure you are happy with the paper and overall quality.
- Built-in worldwide distribution is handled by the world's largest book distributer, Ingram, with an annual archive and management fee per title.
Can You Combine Bulk Printing and POD?
Some SilverWood authors choose a hybrid approach: a bulk print run of 300+ copies for UK distribution (taking advantage of economies of scale and favourable discounts) alongside POD for non-UK orders. This allows authors to use each method where it is most appropriate and commercially viable.
Marketing your Book to Bookshops
Relationships matter. Independent bookshops may be interested in hosting events for local authors if you can help bring customers into the shop. Events can boost local visibility, but bookshops cannot be relied upon to market your book for you - the author’s involvement is key.
Final Word: What If a Bookshop Says No?
Take it in your stride and stay positive. A polite decline is extremely common and rarely a judgement on the quality of your book. Instead, refocus on the areas that offer the greatest return:
- strengthen your online presence
- engage with readers on social media
- hand-sell at talks, signings and events
- consider virtual book tours
- encourage reviews
- participate in Goodreads lists
- write topical articles and link back to your website and book pages
Ultimately, your online visibility is far more valuable - and far more cost-effective - than investing heavily in getting your book into physical shops. By focusing your energy where readers already are, you stand the best chance of building a sustainable readership and strong long-term sales.
Want to know more?
If you would like to know more about publishing your book, please drop us a line here.
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