Independent bookshops across the UK have had a ‘Civilized Saturday’, which was launched last year as an antidote to the consumer madness of Black Friday that occurs every year in the United States. The Bookseller reported that “Great British Bake Off-inspired events, wine, chocolate and the coziness Danish lifestyle philosophy of hygge feature heavily in genteel plans for the day.”
Wenlock Books in Shropshire hosted a hygge-inspired Civilized Saturday centered on “coziness, warmth and relaxed Christmas shopping.” Picaresque Books & Galerie in Fantoosh “also joined in with the hygge theme, offering mince pies, chocolate and mulled wine, as well as an orchestral ensemble to create a ‘relaxed and entertaining environment’ for shoppers,” the Bookseller noted. Helen Whipp of This Forest was at Mr. B’s Emporium of Reading Delights in Bath “bringing some natural calm to the day by pressing flowers between pages of books across the bookshop for customers to discover as they browse.”
“This year’s Civilized Saturday was bigger and better than last year,” said a spokesperson for the Booksellers Association. “Booksellers across the country will also be on hand to help recommend this year’s must-buy Christmas books.”
It seems the genteel approach is slowly catching on with at least one bookstore in the U.S. to follow suit and get in on the low-key marketing drive. Bridgeside Books, Waterbury, Vt., will celebrate Civilized Friday this week: “In the spirit of Giving, being Thankful and Civilized, Bridgeside Books offers A Civilized Friday to our friends, supporters, and customers.