From August 24 to 27, Square Books in Oxford, Miss., will run a First Amendment Sales Tax Holiday sale, giving customers 7% off of book purchases for the entire weekend, effectively nullifying the state's sales tax. The sale will occur during the same weekend as Mississippi's official Second Amendment sales tax holiday, which grants sales tax amnesty for purchases of guns, ammunition and certain hunting supplies. Store owner Richard Howorth said the sale gives his staff the opportunity to "promote the importance of the First Amendment, free expression, and the freedom to write and read what you choose," and added that he hopes the event will help encourage the state legislature to someday create a similar tax holiday for the sale of books.
"Nobody dislikes the idea of getting 7% off their purchase, and we are sure to explain that it's not an actual tax amnesty, but we are paying for our customers the tax they ordinarily would be required to pay," explained Howorth. "It keeps the conversation positive, and makes it unnecessary for us to whine and say, 'Isn't it annoying that the legislature has tax amnesty on guns and bullets, but not on books,' because it's obvious."
Square Books held its first such sale last year, in response to the Mississippi state legislature announcing the Second Amendment tax holiday. Last year's First Amendment sale was for one day only, but the event proved popular and, according to Howorth, sales were up 10% compared to that day the previous year, which was enough for Howorth and his staff to bring the sale back for three days. Howorth reported that during last year's sale, customers frequently said things like, "that's such a good idea," and "now I plan to buy an extra book." Moreover, the event as a whole led to many "very receptive" conversations about books. Square Books will promote the sale mostly through social media, along with a press release and limited advertising, and this year the staff will wear signage reading "Love the First Amendment and Save 7%."