It’s not just July, it’s the “Harry Potter month” to end all Harry Potter months. With book 7 coming out on the 21st, the frenzy will be ramping up over the next couple of weeks.
Amazon has been doing its best to stoke the flames (recall the Harry-est Town in America promotion). A new press release from the online bookseller is breathless even by the form’s loose standards. “Harry Potter Mania Reaches All-Time High on Amazon.com” it proclaims, and I imagine millions of foaming clickers rampaging through Amazon’s digital halls and tearing the place to pieces. Alas, by “mania” Amazon means pre-orders, which at last count are approaching 1.6 million, eclipsing the record total set by book 6. Amazon continues to incite the madness, however, with its new offer of a $5 “promotional certificate to spend in August” for customers who pre-order the new book. Go crazy, Harry Potter fans.