SALES TO ASTONISH #44 - APRIL 2026
momentum noun - the ability to keep increasing or developing
It doesn’t matter when Easter falls, it could be early or late, the result every single year since I started The Unreality Store is a significant slow down in sales. Whatever momentum or head of steam is built up prior to the Easter holiday, it disappears like Jesus did from the Garden Tomb. Momentum is hard to gain but very easy to lose.
Unlike Christmas where I know a few people buy comics for their partners or children as presents, the same doesn’t happen at Easter (although Easter presents are a thing I am told!). Plus it’s also the first significant holiday break of the year, the weather’s often half decent and therefore people go away or spend time in the garden
This Easter followed a similar pattern of reasonable website traffic but zero sales. The internet is awash with platforms and apps that can give you some idea of where along the website journey someone’s interest drops off, or what obstacles there might be to making the actual process of ordering something harder than it should be, but sometimes you have to accept that people have better things to do than shop online. And it’s at times like these when you have to seize the day by the scruff of the neck and make things happen.
The sale on Easter Sunday through to Easter Monday transformed what was looking like being a very very quiet weekend into something significant. As an aside, I love selling stuff, not only because I have a mortgage and bills to pay, but because each sale is appreciated and celebrated with a quiet ‘yesssss’ and fist pump 👊 There was a lot of sales over Easter that at times I probably sounded like a punctured tyre 😆
I was surprised by some of the titles that sold during the sale - Green Lantern (1980’s to present day), Defenders and Punisher all sold really well. In fact what I have noticed over the last 12 months is that there’s been a regular demand for Punisher back issues so much so I struggled to keep them in stock and I’ve even started to write a Blog Article about Frank’s enduring popularity. I also sold a stack of d20 RPG supplements and hardcovers, White Dwarf magazines and D&D boxed sets. I know I’ve said this time and again in previous instalments but I am still finding it hard to connect with the RPG collectors in the same way I have with comics collectors, but to quote a Smiths lyric “these things take time”
The change in momentum as a result of the Easter sale didn’t stop there. Throughout April there were days where sales exceeded expectations and website traffic continues to increase on a year on year basis. The momentum was also aided by the acquisition of a new collection which included nice 80’s runs of Uncanny X-Men, Punisher, Daredevil and more. Some of the issues from this collection were dropped into store during the month and many have already sold.
And then right at the end of April, after what had been a great month in terms of sales (and acquisitions), that momentum ceased and the 28-29th April saw over 500 people visit the website over a 48 hour period but zero sales. Two days and no sales. Not even a single issue. And certainly no ‘pay day bounce’ as a friend of mine calls it. However as this coincided with my injuring my back lifting a box of comics I had to look at the positives as I would definitely have struggled to physically fulfil any orders 🤣But as I said earlier it’s far easier to lose momentum so there was a real sense of back to drawing board as April ended and we move into May.
See you same time next month 😎
April 2026 Notable Sales
AD&D City of Greyhawk Boxed Set £50
Savage Sword of Conan #1 VG £40
Wolverine Vol.2 #1 FN #32.50
Wolverine Vol.2 #8 FN+ £60.00
Uncanny X-Men #221 VFN- £32.50
Uncanny X-Men #266 FN+ £85.00
