Large comic book shops like Midtown Comics in New York already have an infrastructure to allow them to operate completely online during a crisis like the coronavirus, but many smaller comic shops are struggling to keep up.
Many states did not take the extreme steps of Pennsylvania, shutting down all “non-life-preserving businesses." However, many states have restrictions on large gatherings and operation hours. Smaller comic shops in those states may have to reinvent themselves to stay in business, especially if the virus restrictions continue outside the two- or three-week windows states are establishing.
New Dimension Comics in Pittsburgh, Pennsylvania, is trying to keep the lights on while also improving its mail-order infrastructure. While New Dimension Comics is not a spokesperson for all comic book shops, the work being done at these stores are an example of what is facing comic book shops during the coronavirus outbreak.
“We’re all over the place,” New Dimension's Jon Engel said of small comic book shops. “Some of us are totally shut down, some of us are ramping up mail order, and others are still open in areas where the rules aren’t as strict. Stores in Pennsylvania are keeping things fluid while we get more information while stores in Ohio are changing hours.”
As comic book movies are delayed indefinitely, that impacts book releases and marketing opportunities. In addition, Free Comic Book Day, which usually happens the first weekend in May, has been rescheduled for later in the summer, cutting into a huge marketing day for comic shops. It also impacts the way comic shops keep books on the shelves.
“Many publishers are pushing things back a few weeks, upping discounts, or making books returnable,” Engel said. “We are still waiting to hear from DC Comics.”
As more and more Americans practice social distancing and stay away from non-essential shopping, picking up subscription of comics gets shifted to the background as panic-buying of toilet paper drives people to the grocery store. However, Engel said that small comic shops are still able to fulfil the needs of its customers.
“We have a point-of-sale system called Comichub that allows people to see what we have on hold for them,” Engel said. “We can also take orders from there and manage subscriptions. We don’t sell anyone’s information.”
However, the mail-order process has been a challenge for stores who do not have the volume or the infrastructure of bigger outlets like Midtown. Engel said that the stores will work through the crisis and return to normal operation as soon as the government says that is wise.
“For us at New Dimension, converting five stores to mail-order when only one used to do it isn’t easy, but we’ll figure it out,” Engel said. “We can also hold books until everything goes back to normal.”
Movie theaters, restaurants, hotels, and small businesses are suffering during social distancing, even if the state government has not cracked down on commerce as hard as Pennsylvania has. Small business owners across the country are asking their communities to remember them as best as they can during the crisis.
The best way to check the health of your local comic shop is to call and ask what they are doing during the crisis. Taking Engel’s advice on how to support your store will also help keep them in business when the crisis is over and the next massive comic crossover event comes out or the new expansion for a customizable card game releases.
“Prepaying for your orders will help both you and the retailer,” Engel said. “You won’t be overwhelmed with the cost when you can finally come to the store. You can also see if your store does delivery and pay the shipping costs. If you really want your stuff, we will get it to you as long as we can.”