Blind-Date Books: Novel Mysteries

The Wall Street Journal: “Booksellers across the country are enticing readers to take a chance on a surprise selected by store staff. To set up these ‘blind dates,’ the stores wrap the book to hide the cover and offer a few clues to give a sense of the hidden work’s genre and tone. ‘It’s been the most successful table we’ve ever put together,’ says Cari Quartuccio of the blind-date offerings at a location of Book Culture, where she is the store manager.”

“For customers, trusting the staff at their local store is part of the fun. The clues allow readers to select a gift for themselves. (And then, of course, immortalize unwrapping the mystery volume on Instagram.) At Book Culture, blind-date offerings are wrapped in brown paper and bear a note advising ‘Read me if you liked’ and a list of three books staff members think customers are likely to have read.”

“Book Culture’s Ms. Quartuccio says customers seldom are lukewarm about the notion of blind-date books. Fans often make repeat purchases, with some even buying stacks as gifts. Other customers are perplexed by the idea. Finally, she says, there are those ‘who get really upset when we won’t tell them the title of the book. Mystery isn’t for them, but they still want to take part in it’.”

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