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In the bookshops I run, there's a big move towards non-book product, because the margin is so much greater.
We sell greetings cards for instance, with a discount of about 60%, in comparison to books which are about 40% on average, and often sold with money off on top of that, to draw customers in, reducing discount in real terms to about 30-35%.
And I know in the UK, record shops are in the same position. Lots of "related product" is key.
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