2024-08-12 20:14:20
“All the booksellers want to work on August 12th,” says Christine Trudel, director of Librairies Poirier. “It’s festive, people are in a good mood. They want to, it’s a moment of reward for everyone.”
While August 12th is somewhat the official day of the event, the trend now stretches over several weeks.
The team at the L’Exèdre bookstore is diving headfirst into this excitement, but without pressure, above all.
“We try to make the rounds among ourselves of our favorites to make sure we have them in stock. We also keep an eye on the books that are being talked about in the media and on social networks, to ensure we have the book of the hour,” explains Audrey Martel, co-owner of L’Exèdre.
And of course, Quebec readings pile up for booksellers before this day. “There is still a preparation ahead of time because it’s a day when we give a lot of recommendations.”
But the bookseller is clear: it’s above all part of the fun, more than a marketing event in her eyes. “We’ve learned to let go in recent years because we’re never going to have all the books that people ask us for. When there are none left, there are others,” confesses Audrey Martel.
“People are here for enjoyment. They order, they take something else, they end up taking more than they planned anyway.”
“The watchword for us on August 12th is really: it’s a celebration. It’s not a commercial operation. […] It’s for fun.”
— Audrey Martel, co-owner of Librairie L’Exèdre
A Notable Impact
The citizen initiative established 11 years ago has clearly had an impact on the visibility of Quebec literature, booksellers affirm.
“From the first year, it worked really well,” says the co-owner of Librairie L’Exèdre.
“We can see it at the teacher level too,” says Christine Trudel. “Sometimes, when you have to choose between two books, you say: ‘Oh, I will take this one because it’s Quebecois.’ We hear that too, the sensitivity that people have to encourage Quebecois.”
But in recent years, there has clearly been a resurgence of interest in Quebec literature. “I think the day itself has seen growth,” asserts Audrey Martel.
“In the pandemic year, businesses had just reopened, there was a kind of momentum where people wanted to experience something, and it was exponential.”
Christine Trudel agrees.
“It’s becoming increasingly popular, people are getting to know it more and more. They want to participate.”
— Christine Trudel, director of Librairies Poirier
“Year after year, if I’m not mistaken, it’s always better than the previous year,” admits Audrey Martel about August 12th.
The used bookstore Librissime in Shawinigan is also putting its touch by showcasing their Quebec titles. “These are the big sellers,” says bookseller Samuel Vallée. “There are also lesser-known authors who deserve to be highlighted.”
“The advantage is that we have lower prices. Sometimes, customers will buy several books for the equivalent of one new book in a regular bookstore.”
It is also possible to find unique pieces there, which is less the case in new bookshops. “We also receive more sought-after books that are no longer available new, and sometimes we find treasures.”
Christmas in Summer
For both customers and booksellers, it’s a festive day that can resemble the holiday season. “It’s our camping Christmas,” illustrates the director of Librairies Poirier.
Audrey Martel agrees. “We say it’s Christmas, but at the same time, Christmas has a kind of pressure that we have to come and buy. We have to give gifts.”
“Whereas here, it’s more about: we feel like it,” she illustrates with a smile.
The Western as a Backdrop
At Poirier, the celebration is grand with annual activities and contests related to a theme. For this edition, they have turned to the Western, the spirit of rodeos.
“That’s why every year we do something special. Customers know it,” confides Ms. Trudel.
In collaboration with the microbrewery of Saint-Tite À la fût, the Poirier bookstore in Shawinigan is giving away gift baskets. In Trois-Rivières, a talk is scheduled from 5 PM to 7 PM with Patrick Cazeault, one of the authors who initiated this day, and Samuel Cantin, a comic book artist.
Future Trends in Celebrating Quebec Literature
As the literary landscape in Quebec evolves, the enthusiasm surrounding events like August 12, a special day for bookstores and readers alike, is likely to grow. Bookstores like Librairie L’Exèdre and Librairies Poirier have reported that this day is more than just a commercial operation; it has become a cherished celebration of literature, akin to a festive holiday. Retailers are tapping into the community’s appreciation for local authors, emphasizing the joy of reading rather than merely pushing sales.
The impact of this initiative, which has been embraced over the last decade, indicates a powerful shift in cultural engagement. As Christine Trudel, director of Librairies Poirier, notes, the growing popularity reflects a community that is increasingly eager to support local authors. This trend suggests potential for broader involvement from the public as well as educational institutions, which may incorporate these literary celebrations into their calendars and curricula.
Looking ahead, one can foresee a rise in themed events and collaborations with local businesses, enhancing the festival atmosphere. For instance, future themes could incorporate various cultural influences or contemporary social discussions, generating greater relevance among diverse audiences. Combine this with creative promotions from local breweries or eateries, and you could elevate the community experience beyond just a bookstore visit, merging gastronomy, entertainment, and literature.
Additionally, leveraging social media and online platforms to promote these events can expand their reach. Engaging campaigns could feature live author readings or participatory discussions, attracting a younger demographic that thrives on interactive content. Influencer partnerships with popular bookstagrammers and booktubers could further amplify the excitement surrounding Quebec literature, making it a trending topic in social conversations.
Lastly, the rise of sustainability consciousness could influence how these events are organized, encouraging a shift towards eco-friendly practices. Bookstores might emphasize the use of locally sourced materials for decorations, reusable bags, and promotional items that resonate with eco-conscious consumers. The future of literary events in Quebec is poised for growth, showcasing the vibrant tapestry of local culture while appealing to community spirit and modern consumer preferences.