Surprise book surge boosts Monrovia shop

Black Cat Fables, a bookstore located at 415 S Myrtle Ave in Monrovia, received approximately 300 orders between Sunday evening and Tuesday morning, a volume owner Nicole Fabry described as unusual and initially confusing.

The sudden influx was orchestrated by author and high school English teacher Veronica Bane. Bane blocked the bookstore on the Threads social media platform to prevent Fabry from seeing promotional posts. This strategy allowed Bane to recruit her own readers and the shop’s existing customer base to purchase books directly from the store in a coordinated effort.

Fabry said she initially suspected a mass scam when the orders began appearing. "My first initial fear was, oh my gosh, we’ve been massively scammed," Fabry said. She confirmed the source of the orders after connecting with Bane. Fabry noted that Bane encouraged buyers to purchase not only the author’s new thriller, "We’re All Going to Die Tonight!", but also other inventory to support the store generally.

Bane implemented the plan after learning the shop was struggling to afford new stock. The store had recently asked its community for used books. Bane decided to reintroduce a special edition of her book with sprayed edges, originally a pre-order incentive from a collaboration with Annabelle’s Book Club, to drive sales during the critical October through December period.

The local economic climate contributed to the shop's need for the sales boost. Fabry said business slowed considerably after a movie theater in Monrovia closed in January or February of this year. Foot traffic on Myrtle Avenue has decreased, and local businesses report lower income. Fabry noted that customers increasingly prioritize essential expenses like rent, groceries, and gas over non-essentials.

Fabry also pointed to competitive pricing from online retailers. She said customers often photograph books in the store to compare prices with Amazon. "They’re purposefully selling them at a loss to put bookstores out of business," Fabry said regarding the online giant's pricing strategy. She argued that lower online prices often reflect reduced compensation for workers and producers.

Bane said she utilized the social media algorithm to generate attention for the local business. She noted that prominent authors, including Matt Dinniman and E.L. James, shared or responded to her post. Bane said she was willing to use shock tactics to ensure readers paid attention to independent bookstores during a difficult season.

Fabry publicly thanked Bane for the effort, noting that the author remains blocked on Threads. Fabry said Bane is still working full time as a teacher and author while managing these promotional strategies. Bane said she will continue using attention-grabbing methods to drive traffic to indie bookstores.