As the chilly winds of winter abated, ComicsPRO, an organization representing the valiant owners of comic stores within the direct market, decided it was high time to conduct a survey. A six-week-long marathon of forms and evaluations that spanned from the last throes of January to the resolute dawn of spring. The statistics that coughed up from this journey, dear reader, were not kind. A grim 69% of comic retailers reported a decline in sales, their once bustling alcoves filled with the smell of fresh print now hinting at a dull emptiness. Comic periodicals, the pulp and backbone of the industry, experienced a decline in 73% of stores compared to the previous year while the once popular graphic novel shriveled in 65% of retailers’ outlets. These hardbound tomes made up a mere 18% of sales, on an average, in the market.

The direct market has been a stalwart of the comic industry in the United States for many years, functioning primarily through dedicated brick-and-mortar stores that are as much cultural hubs for lovers of pop culture as they are outlets for commerce.
Just last year, we celebrated its 50th birthday. However, the old dog is having its tail stepped on with the arrival of new kids on the block such as Lunar Distribution, Penguin Random House, and Simon & Schuster, challenging the once unassailable position held by Diamond Comic Distributors.

“The industry’s current economic woes could be alleviated with clear and consistent product data, lower shipping rates, sharing purchasing risks with publishers, and more realistic timelines for sales data especially between the first and second issues of a series”, expounded Jenn Haines, the string-puller of ComicsPRO’s outreach initiatives. “Retailers are donning different hats, selling toys and board games while reaching out through conventions, schools, libraries, and even online to keep the lights on.”

Joe Murray, who reigns from the chairman’s throne, remarks, “This survey hardly painted the solution in neon for us. But it stressed the need for a diverse product range to weather downturns and a diverse team to reach out to different audiences.”

In the realm of comic retail, one generally finds humble, independent setups, often owned and run by families. In fact, a staggering 88% of retailers themselves grind day in, day out at their stores. Interestingly, the average comic retailer is a 30 to 50-year-old Caucasian male, with over one-third having children at home and about one-tenth identifying as LGBTQ+.

Sales paint a rather sober picture with about 54% of retailers making gross sales of $300,000 or less while only 18% managed to breech the $1 million mark in 2023. New comics were the highest sellers at 38% of total sales, followed by graphic novels and back issues. Furthermore, the majority of comic stores appear to have diversified with over 80% selling toys and upwards of 60% dealing in card and board games.

As the strains of today’s dynamic market continue to tighten, many comic retailers have resorted to selling to schools and libraries and attending conventions–another form of diversification with a view to surviving the storm.