Walmart Canada - Share of the Children's Book Market
Walmart and other non-traditional book stores sold an estimated 3.8 million children books in Canada.
CANADA'S CHILDREN'S BOOK MARKET
- According to calculations using data from a report on the Canadian book market, Walmart and other non-traditional book stores sold an estimated 3.8 million children books in Canada.
CANADA'S BOOK MARKET
- Canada's book industry reached a total revenue of $1.1 billion in 2018. In 2018, Canadian retailers sold about 54 million units of books.
- Thirty-nine percent (39.4%) of those sales were of juvenile and young adult books. According to calculations using these data, Canadian retailers sold an estimated 21.3 million units of children books in 2018. Juvenile and young adult titles are 29.1% of the total value of the Canadian book market.
- Approximately 18% of the Canadian retail book market is non-traditional bookstores like Costco, Walmart, and other chain stores (e.g., supermarkets, drug, and hardware stores). A report from Hill Strategies indicates that almost 77% of Ontarians aged 15 years or older read at least one book in 2016.
We began our investigation with an inquiry into reports and databases concerned with the Canadian book industry (e.g., IBISWorld, McKinsey, MarketsandMarkets, and others). While this avenue yielded a substantial amount of data regarding market size and growth, it revealed no data on Walmart's share of the children's book market in Canada. Our next strategy was to inquire into Walmart's corporate website for any documentation (e.g., annual reports, press releases, executive statements, et al.) that would reveal revenue from or units sold of children's books in Canada. Unfortunately, Walmart does not publicly separate its revenue data by item category.
Our next avenue of inquiry involved the sites of Canadian book publishers and retail associations (e.g., Association of Canadian Publishers, Booknetcanada, and others). However, the only data these sources yielded concerned Canada's overall book market. Our fourth strategy involved a calculation of the data using the information yielded in our previous searches.
According to the data, Canadian retailers sold roughly 54 million books in 2018. Approximately 39.4% of those books were juvenile and young adult titles. With the assumption that juvenile and young adult novels include children's books, we calculate that the market share (by total books sold) of children's books in Canada is: 54,000,000 X 39.4% = 21,276,000 = 21.3 million.
Our next step was to calculate Walmart's share of the market. According to the data, stores like Walmart composed roughly 18% of Canada's retail non-traditional bookstore market in 2016. With the assumption that there was no change in percentage between 2016 and 2018, we calculate the number of children's books sold by retail non-traditional bookstores is: 21,300,000 X 18% = 3,834,000 = 3.8 million.