Hot prices for the hot book
Jamie's 15 Minute Meals is published in Britain with a recommended retail price (RRP) of £26. At this week's bank exchange rates that translates into about €32.50.
The Irish book trade uses a different exchange rate (to allow for currency variations and transit costs) and that produces an RRP in Ireland of €37.70, as shown on the Dubray Books website. However, Dubray is selling the book for €27.99. Eason's is even cheaper. They are selling the book for €17.99.
Discounting of new books like this is not unusual and often happens with big name titles expected to sell in huge volumes. Because of the volume of sales, the bookstore chains can cut the prices, using this as a way of attracting customers.
Another example is the new Ross O'Carroll-Kelly book, The Shelbourne Ultimatum, which has an RRP of €15.99 but is being sold by Easons at €9.99.