What you need to know about Free Comic Book Day
If this is your first FCBD or you've attended every one since 2002, consider this your primer.
A Brief History of Free Comic Book Day
Free Comic Book Day was started in 2002 by the pioneering comic shop owner Joe Field. His shop, Flying Colors in Northern California, has a stellar reputation for stocking a large, diverse selection of books and comic-related merchandise and being managed with a keen retail acumen. Seeing the popularity of super heroes in popular culture and film, Joe pitched the idea of giving away comics to lure would-be comic readers into their local comic shops. With support from publishers and distributors, Free Comic Book Day was born. It’s now celebrated in over 2,000 stores around the world.
When is Free Comic Book Day?
Free Comic Book Day is always the first Saturday in May. So, for 2024, it’s May 4th.
Where is Free Comic Book Day?
Any independent comic book store with distributor accounts is invited to participate, but some choose to opt-out. With over 2,000 hosted locations, there’s probably a shop near you. There is a locator on the Free Comic Book Day website, but not all shops order the required copies to be featured. Checking social media, websites and community calendars is a great way to see if a shop in your town is hosting an event.
The Economics of Free Comic Book Day
One of the most important things to know about the event is that while the comics are free to customers, the stores have to pay for the books. FCBD books have a much lower wholesale cost than current single issue comics (around $0.35 each compared to $1.99 each or more). But when you witness the quantities laid out, it’s obvious to see that the local shops have made a significant investment. Nothing is truly free, and that includes Free Comic Book Day titles.
Why do stores participate? In retail, this is known as a “loss leader.” It’s a cheap or free product to get customers in the door. The hope is that, while there, they’ll also make a purchase. Not only does this help with the day’s receipts, if the shop makes a good impression, these give-away books may lead to life-long customers.
The Rules of FCBD
One of the questions I get asked every year is “what are the rules” for an attendee of Free Comic Book Day. Every shop handles it differently. Some stores allow participants to get one of each title. Some put limits, say up to five titles. Others incentivize and make the comics available free with a purchase. Every store that participates is allowed to make their own rules. At Neighborhood Comics, we’ve always allowed one of each title if age-appropriate to the reader.
Choosing Your Comics
From a retailer perspective, there is no requirement to carry any - or all - titles. At Neighborhood, we stock around 75% of the available titles each year. Some publishers or story types don’t do well at our store, and so we save that money for other titles.
As a customer, you’ll see that the Free Comic Book Day logo at the top of the books is color-coded. Green for all ages, blue for teen and up and red for mature titles. Beyond the age recommendation, you’ll want to look for stories that appeal to you, like if you were making a purchase. Just because they’re free doesn’t mean you necessarily want one of everything, even if it’s offered. But if you’re an omnivorous reader, it’s a great opportunity to pick up something new and different. There are always superhero books from publishers like Marvel and DC, independent, personal stories from boutique publishers and licensed books appealing to young readers. Free Comic Book Day is definitely a family-friendly event, just pay attention to the color-coded logos. Depending on how many copies a store orders and its distribution methods, some stores go through the supply quickly. It makes sense to get there early!
How Do Stores Celebrate?
Apart from offering free comic books, many stores host other events to drum up excitement. At Neighborhood Comics, we treat it like a mini convention, bringing in comic creators to sign books, cosplayers for photo ops and vendors to sell comic-related merch. For 2024, we’re hosting Rico Renzi, Tony Harris, Edwin Galmon, Shadia Amin, Josh Hood and more to be announced.
Do Free Comic Book Day Books Increase in Value?
Sometimes, if it’s a first character appearance, for example. The paper on these books is often of lesser quality and they damage easily making near mint copies hard to find. By design, FCBD books are meant to be read and shared, turning casual interest into regular consumers. But there’s no wrong way to enjoy your comics!
Final Thoughts
When attending a Free Comic Book Day event, I highly encourage you to go with friends and family for a communal experience. If you don’t have anyone in your circles interested in comics, don’t let that stop you as FCBD is full of smiling, welcoming faces. Get there early, before the store opens to ensure the best selection. Bring a folding seat or an umbrella to make it more comfortable. Take pictures and don’t be afraid to start up a conversation with strangers. The staff may be extra busy on this day, but ask them questions! Get to know your local comic shop staff and find out how you can be involved in their events all year long.
Have a great Free Comic Book Day!