The Moravian Book Shop in Bethlehem, Pa., has served bibliophiles since
1745, earning it the distinction of being the oldest continuously
operating bookstore in the U.S. and possibly the world.
The store's customer base expands dramatically during the holiday
season. Known as Christmas City, Bethlehem draws tourists by the bus
load this time of year. Many come specifically to shop, both at a
crafts fair and at retailers in the historic and festively adorned
town. The Moravian Book Shop has a full-time decorator who has decked
its aisles and shelves in finery--garlands, lights and a plethora of
Christmas trees in the windows and throughout the various sections of
the sprawling, Colonial-era building.
The store consists of six departments, one of which is books. (The
others are gifts, cards, gourmet food, an eat-in deli and the Moravian
Room, which sells Christmas-themed merchandise year round.) So far book
sales are on par with those of the last few holiday seasons. Customers
are gravitating toward titles that have "moved well here all year and
are continuing to sell," said Stephanie Anderson, assistant book buyer.
They include the memoirs Eat, Pray, Love by Elizabeth Gilbert and
Animal, Vegetable, Miracle: A Year of Food Life by Barbara Kingsolver,
the latter of which is a handselling favorite of Anderson and other
employees.
A surprise bestseller for the store is Rumspringa: To Be or Not to Be
Amish. Tom Shachtman's account of an Amish rite of passage in which
young people are given freedom to explore the world is benefiting from
prominent table placement in a heavily-trafficked spot near the
register. "There are some books that if they're on the shelf no one
will buy them," Anderson said, "but if people can see the cover they
fly out." Also featured on the table and having a good run is Anna
Quindlen's Good Dog. Stay.
Another table display features art and photography titles--the
standout is Monkey Portraits by Jill Greenberg. "That book has been
selling itself," said Anderson, mainly because customers are intrigued
by the striking primate pictured on the cover. The store is offering
customers 10% off art books as well as 20% off business books. "Those
two categories tend to sell better during the holidays," Anderson said,
"and we figured offering people a discount would give them an extra
push."
Other books selling in spades are John Connolly's The Book of Lost Things and the backlist fantasy title A Game of Thrones by George R.R. Martin—both of which are staff picks—along with The Dangerous Book for Boys, The Daring Book for Girls and The Dangerous Book for Dogs: A Parody by Rex and Sparky.
Tomorrow the Moravian Book Shop is hosting separate events with four authors. One is sportswriter Evan Burian, known as "Mr. Football," who will also be back for an encore appearance on December 22. "He's very personable, and he knows everything about Pennsylvania football," Anderson remarked. His books Ancient Rivals and Thanksgiving Day Football and Football Legends of Pennsylvania are perennial gift selections for sports enthusiasts.
Other afternoon events include singings with Delana Bettoli,
illustrator of the picture book This Is the Stable, and Chet
Williamson, author of Pennsylvania Dutch Alphabet. Williamson's
Pennsylvania Dutch Night Before Christmas is handsold by the shop's
booksellers. And rounding out Saturday's quartet is meteorologist and
naturalist Tim Herd, who will entertain customers with an evening
discussion and slide show based on his book of celestial wonders,
Kaleidoscope Sky.
Titles with a local slant attracting attention are Allentown
Remembered, Myra Yellin Outwater and Robert Bungerz's historical look
at the nearby town, and Christmas in Bethlehem by Vangie Roby
Sweitzer, a coffee table tome about the traditions of the Moravians,
the town's founders. Music sales are on the rise this season, led by Il
Divo's The Christmas Collection, Christmas Eve at Central Moravian
Church and recordings by the Bach Choir of Bethlehem.
Moosewood Restaurant New Classics and select other Random House
cookbooks are stirring up sales due to a 20% discount promotion offered
by the company. Among the other culinary titles spicing up gift lists
are Christmas with Paula Deen and Anthony Bourdain's No Reservations:
Around the World on an Empty Stomach.
A sideline item selling well is the Banned Books bracelet produced by
the American Library Association's Office for Intellectual Freedom.
Anderson first brought in the accessory in September for Banned Books
Week, and they have been selling steadily since. Linked tiles in the
bracelet (two versions are offered) show color covers of Howl and other
challenged titles as well as the declaration "I read banned books."
Shaping up to be top seller for the year is a tome with ties to the
store. 550 copies of Bethlehem Ghosts--co-written by the shop's
manager, Dana DeVito--have sold since it arrived just before Halloween.
The book reveals supernatural tales about the historic buildings lining
Christmas City's Main Street, including a haunted happening at the
Moravian Book Shop.--Shannon McKenna Schmidt