Potter price war

Harry Potter and the Half-Blood Prince is set to make huge profits from publisher Bloomsbury
The Weekender

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Booksellers are gearing up for a Harry Potter price war. Millions are awaiting the publication of Harry Potter And The Half-Blood Prince in July, with book shops, supermarkets and websites competing to offer it at the lowest price.

The book's recommended retail price is £16.99, but some firms are already offering it for less than £10, while high street giants have yet to declare their prices but are promising to beat each other's offers.

Amazon is promising JK Rowling's book for £9.99, matched by WH Smith, Tesco and Sussex Stationers. Online retailer PlanetWow is offering the current lowest price at £9.85. Independent stores are knocking pounds off too.

Publisher Bloomsbury predicts that sales of the Half-Blood Prince will outstrip any of Rowling's previous novels.

The book, which sees Harry and his friends in the sixth year at wizard school, Hogwarts, is attracting huge interest around the world. American publishing firm Scholastic this week said 11 million copies will be printed in the US, breaking the record for the biggest initial print run.

A spokeswoman for WH Smith said: "We aren't releasing pre-order figures, but I can say we are receiving thousands of orders every day from our stores round the country.

"We anticipate it will be bigger than the last Harry Potter book."

Ottakar's, Asda, Waterstones, Borders, Books etc, Foyles and Hatchards are still considering their positions - and watching each other.

Last year Asda won the price war selling the fifth Harry Potter book,

The Order Of The Phoenix, for £8.96. A spokesman said that it is determined to beat all rivals again.

The book goes on sale at midnight on 15 July and legions of fans are expected to queue for those first copies.

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