How Do Independent Authors Get Books Into Stores? A Guide to Stocking, Consignment, and Wholesale Strategy
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For many aspiring authors, earning shelf space in an actual bookstore is a landmark accomplishment high up on their bucket list.
We work with authors with all kinds of goals, shapes, and sizes of book projects here at FriesenPress, but the majority of our authors are avid readers themselves, or were inspired by seeing books on shelves as a key motivating factor to write and publish a book. Seeing their book on the shelf in a bookstore is a moment rooted in pride, emotional excitement, and the celebration of being a published author up there with the peers who inspired them in the first place.
There are others driven to choose the author path as a career who look to bookstores as a great opportunity for integrating into the local literary scene. Making connections with bookstore buyers helps with long-term opportunities, building buzz, and gaining visibility within their local community and target audience.
No matter your ‘why’ for wanting to earn shelf space, we’ve got an approachable guide for getting your book into your favourite bookstore(s). And it just might be easier than you think.
What Is the Difference Between Direct Retail Stocking and Consignment?
There are two primary avenues for self-publishing authors to get their books into bookstores: consignment and wholesale stocking or fulfillment. Bookstore consignment requires the author to supply physical stock directly to a retailer, whereas direct wholesale stocking allows retailers to order copies directly through a global distributor like Ingram.
Consignment Model: Ideal for reaching target audiences in local independent bookstores and non-traditional specialty shops (such as gift shops or boutiques) that don’t order from wholesale channels. However, do note that consignment is limited to stores an author can physically reach.
Wholesale Distribution: Allows bookstores across multiple locations to order inventory through distributors without manual author paperwork. Wholesale availability requires an active marketing campaign to generate demand; without demand, store orders quickly dry up.
Retailer Flexibility: Retailers may shift between ordering via wholesale and testing titles on consignment based on store stock levels, local policies, and exchange rates. Be prepared to be flexible alongside them to ensure books remain on shelves.
Consignment is highly beneficial when working with stores interested in working with authors but who aren't connected to a large distributor like Ingram, in our author’s case, or where store policy prefers not to order directly from a wholesale channel. This includes the aforementioned specialty stores that do consignment. The benefit is that it offers an extra distribution path to get books into places that directly reach your target audience. The con is that consignment doesn't help you get into chain stores with multiple locations; you can only do consignment within stores you connect with directly.
With wholesale, the benefit is filling in those distribution gaps. Having your book in distribution through a company like Ingram – and having the book set as returnable – helps bookstores order your book directly into multiple locations. The author doesn't have to deal with any of the paperwork themselves. Sales reporting, purchasing, and stock fulfillment all go through the distributor.
It’s worth underlining just how often policies shift across different locations. If book prices rise, for example, small and medium Canadian retailers may pivot from ordering from an American wholesaler like Ingram to test books on consignment first.
How Should Independent Authors Pitch Local Bookstores?
Doing your homework first is essential. The Canadian Independent Booksellers Association (CIBA) provides great guidelines on doing homework to find the right bookstore fit. Which stores in the area does your target audience demographic shop at? Which stores have a strong section for your genre, and which ones host author events?
When it comes to prioritizing independent bookstores or chain stores, it really depends on the author's location. A lot of our authors live in areas without a chain like Indigo, so indie bookstores are their primary option. In our book promotion plans, the strategic plan FriesenPress authors receive when they publish, we research local indie stores as strong starting points. If an author has a popular local indie store in their area – especially one known for hosting events – they should prioritize it.
Getting your book on a bookstore shelf expands your book’s availability, but it is not a promotional action that generates demand on its own. On a shelf, usually only the book's spine is visible, and bookstores do not market the book for you. More needs to be done. Doing events in bookstores is an incredible way to create visibility. Authors who host successful events get booked more often, building a strong relationship with the buyer that leads to store staff selling and recommending the book to readers.
Always start local – that is the direct guidance from bookstore buyers themselves. Establishing that local relationship is key for the future – especially if you plan to publish more books. Showing a local buyer that you can generate continuous demand and host great events builds longevity for your author marketing opportunities.
FriesenPress authors are guided by our specialists on how to successfully connect with Indigo’s new author set up team. All our author’s books are available online with Indigo; being the largest chain retailer in Canada, Indigo and FriesenPress maintain close communication and foster author support to help ensure each author has availability and accessibility with Indigo, at the retail and store level. Authors who purchase our bookstore sell sheet service or book promotion plan receive step-by-step support to get in touch with Indigo’s category management team regarding stores within their marketing reach.
What Should Be Included in a Bookstore Sales Kit?
A successful bookstore pitch requires timing your approach, providing a professional sell sheet, and pitching during non-peak retail seasons. To remain flexible and maximize your opportunity with these stores, we recommend you approach bookstores when you have books in hand.
Bookstore buyers only want to talk to authors when they have the physical finished book in hand. A lot can change between writing and publication, so wait until your printed books are in your hands before pitching. Another key timing point to consider is the retail holiday blackout period. Most bookstores institute a blackout period from mid-to-late October through early February. Customer traffic surges during the holidays, so store staff must dedicate 100% of their time to customer service and floor management. They will not take meetings or review pitches for new books or events during this window. Authors should respect this period, exhibit empathy for busy retail staff, and ask buyers when it is best to follow up in the new year. Approaching retailers as a collaborative business partner builds long-term goodwill.
When the time is right, a professional bookstore sell sheet – or a full media kit that includes a sell sheet – is a leave-behind that bookstore buyers love seeing and respond to very well. We recommend that virtually every author who intends on getting stocked in stores create one.
A bookstore sell sheet needs to be formatted clearly and professionally with consistent color and branding. The essential elements include:
Book title and subtitle
Author name and direct contact information
High-resolution cover image
Book description and author bio
Distribution information, ISBNs, list price, and wholesale price
BISAC categories and specifications (trim size, page count)
Author website URL
Professional or influential review blurbs
Along with the sell sheet, it’s important that authors are familiar with the correct industry terms to describe distribution. When pitching a book that can be ordered directly from a distributor because it is returnable, keep the spiel simple: "My book is produced by FriesenPress, distributed through Ingram, and it is returnable if you are interested in ordering copies directly into your store." (More on returnability shortly!) Combine this with a thoughtful description of your book, knowledge of your target market, and a plan for how you will create demand for the product being sold in their store – you have the recipe to confidently pitch your book.
How Do Wholesale Discounts and Consignment Splits Work?
Consignment pricing is completely separate from wholesale distribution pricing. Wholesale discount structures are established upfront during pricing strategy calls. Because list prices are set in distributor databases like Ingram, authors simply present their established retail list price to the store buyer. With consignment, the author sets a specific price structure for that store.
A major pro-tip for securing a competitive profit margin on consignment is placing a bulk printing order – such as 250 copies or more – for your stock on hand. Printing a larger quantity in a single run significantly lowers your per-unit cost because setup fees are spread across more units. Once you calculate your total unit cost (including shipping and taxes), factor in the store's 40-45% discount, and set a retail price that remains competitive while securing a healthy profit.
Here’s the simple consignment formula to help you visualize the key pricing features that need to be kept in balance when determining consignment pricing:
List Price x (1 – Retailer Margin %) – Unit Cost = Author Profit
Here’s an example of that equation in action for a book with a targeted retail price of $25, a bookseller consignment percentage of 40%, and a unit cost of $10:
$25 List Price x (1 - .4) – $10 Unit Cost = $5 Author Profit per Book Sold
A common mistake authors make is pricing their book too high originally. Authors sometimes look at a single copy and try to maximize their individual margin, resulting in a retail price that is out of touch with market standards. Setting a lower, competitive price makes the book far more attractive to target readers, driving higher volume and a stronger overall return on investment. When setting the price, look at other books in the genre but remember that most traditionally published books are priced based on large print runs, allowing them to be priced lower than a small batch bulk run or POD.
What Is Book Returnability and Why Is It Mandatory for Physical Stores?
Returnability is a mandatory cost of doing business with bookstores. When a bookstore orders stock upfront from a distributor, they are investing in a product with the hope that it will sell. If copies remain unsold after three to six months (known as remainders), returnable status allows the store to return the books to receive full credit back. Physical bookstores will generally not order books directly from wholesale distributors without returnable status. When working on consignment, part of the agreement will be for the bookstore to return unsold books to the author.
Furthermore, since the pandemic, major online bookselling platforms (including online retail channels connected to Ingram) increasingly look at a returnable status to maintain healthy, fully available product listings. A healthy retailer discount and a returnable status offers the strongest availability for your book.
Publishers, self-publishing platforms, and publishing service providers (like FriesenPress) offer different options to support authors with returns. For self-published authors, returns have a direct financial impact, reducing your royalties and overall take-home profits. For this reason, it’s so important to make sure that you are driving demand for your books and investing time into your promotions that result in sales from the retailers stocking your book. Depending on your project or selling strategy, you may wish to have a rainy day fund specifically designed to cover the cost of any returns you incur.
Scaling to National Chains & Major Outlets
If an author has built a strong relationship with local store buyers, sees consistent sales velocity, hosts successful events, and runs broader promotional campaigns (such as international podcast interviews targeting their audience), they can consult their local buyer about expanding distribution from local stocking to national wholesaling.
Additionally, if an author has a national media presence, strong review traction, or a tie-in to a major project—like a national documentary release or major industry awards—bookstore buyers will take notice. Buyers actively monitor genre communities and media trends; if a book generates organic demand, buyers will order it in.
For Indigo in Canada, authors can leverage strong local store relationships or utilize the head-office contact channel provided through FriesenPress's integration. Barnes & Noble in the US operates differently. While individual stores sometimes review local authors, corporate placement requires sending a physical pitch package and review book to a dedicated corporate review address. UK chain operations generally mirror Indigo, relying on strong local store performance before expanding.
What Are Realistic Expectations for Self-Published Books Sold in Stores?
Getting a book into stores is a huge milestone worth celebrating – and it’s also more approachable than authors might think, too.
However, authors looking for ongoing and sustainable sales need to align their goals with the actual effort required to build market demand. Getting into bookstores undoubtedly expands physical availability – but availability must match the promotional work you do to build reader demand. Without targeted promotion, books sit on shelves unsold, which can strain relationships with bookstore buyers and result in returned books. Focus on building a local reader community first and foremost.
Traditional publishers have massive machinery, long lead times, and established retail partnerships supporting physical distribution. Self-published and indie authors must exercise self-leadership and execute a step-by-step promotional plan tailored to their budget and goals. With diligence, professionalism, and the support of a partner like FriesenPress, your bookstore stocking goals can be accomplished (and then some).
Hannah Monteith brings over a decade of strategic leadership and marketing expertise to her role as Director of Author Success at FriesenPress. Overseeing print integration and distribution strategy, Hannah develops systems that bridge the gap between technical retail logistics and the hands-on work authors do to build visibility. Book availability and accessibility are at the forefront of her work.
