A new sales model adopted by hundreds of universities limits students’ ability to shop around for textbooks.
By Lauren Debter, Forbes Staff
As fall semester dawned at Texas Christian University in Fort Worth, senior Olivia McFall turned to Amazon to shop for books — not only because its prices were better for certain titles, but so she could get her course materials quickly. The campus bookstore could sometimes take a week or two. Unacceptable.
“Teachers will start assigning reading on the first day,” McFall, a 22-year-old fashion-merchandising major, told Forbes. “You get behind if you don’t have that textbook. If I buy it on [Amazon], it’s usually because I can get it faster than the bookstore.”
For decades, Amazon’s lower prices and speedier delivery have blown a crater in the college bookstore business. Given the option to shop around, students only buy about one-third of their course materials at the campus store.
Now the bookstores are fighting back. They say they’ve hit on a plan that would, almost magically, quash competition from online rivals like Amazon. T.C.U. is among the colleges considering a model that would automatically charge students for textbooks on their tuition bills, which can be covered by financial aid, and get them to students by the time classes begin. Books are typically discounted 30% or more, said the bookstores, who negotiate volume discounts. Students must return materials at the end of the semester.
Despite reservations from education advocates who worry it limits purchasing options for students, the plan, dubbed Inclusive Access, is spreading like kudzu. It rose out of a 2015 rule from the U.S. Department of Education that permitted universities to include the cost of textbooks with tuition, as long as prices were under competitive market rates and students could opt out.
Bookstores latched onto the idea during the pandemic. They were looking to boost sales at a time when they were hamstrung by closures, declining enrollment numbers and the seismic shift to digital textbooks — and still are.
In the 2022-23 academic year, Inclusive Access already captured the business of 44% of students, worth an estimated $1.4 billion annually, according to the National Association of College Stores.
Illinois-based Follett Corp., a privately held company (annual sales: $1.6 billion) that operates roughly one-third of college bookstores, said the number of its campuses that have adopted the Inclusive Access model has tripled to 450 since 2019. New Jersey-based Barnes & Noble Education (annual sales: $1.5 billion), which spun out of the bookseller chain in 2015 and also runs a third of campus bookstores, said it has over 150 schools signed up for Inclusive Access, up from just four in 2019. (The colleges themselves operate the other one-third of campus bookstores.)
Overnight, schools that switched to Inclusive Access brought guaranteed revenue to booksellers. Sell-through rates, which measure the percentage of course materials students purchase at the campus bookstore, skyrocketed from about 30% before Inclusive Access to north of 80 or 90%, according to Follett and Barnes & Noble Education. Few students opt out, the companies said, because they like the prices and convenience.
It’s a clever way to beat Amazon. Unable to compete, Follett and Barnes & Noble Education separated their customers from the open marketplace and bundled their products with something Amazon couldn’t sell — college tuition. The bookstore gets the customer without ever having to go up against the online behemoth, which is currently being sued by the Federal Trade Commission for its own alleged anti-competitive practices. (Amazon has said it disagrees with the allegations, and will contest the lawsuit.)
“It’s a significant volume increase because you’re capturing all of the course material market share in an institution,” Jonathan Shar, who oversees campus stores operated by Barnes & Noble Education, told Forbes. “Plus, it’s much more predictable.”
Amazon Prices
An Amazon spokesperson declined to comment on the impact Inclusive Access is having on its textbook sales. Amazon said it may offer discounts to schools that buy books in bulk, but it’s been winding down certain aspects of its textbook business. In April, it stopped renting physical textbooks to students and in 2020 it stopped buying textbooks back from students.
Last year, 37% of students purchased books from Amazon. That’s down from 46% in 2019, according to the National Association of College Stores.
Selling textbooks isn’t the business it used to be. A decade ago, students spent $4.8 billion a year on textbooks, according to research firm Words Rated. Today, it’s about $3.2 billion. During the 2022-23 school year, students spent an average of $285 on course materials, the lowest figure since the National Association of College Stores began tracking spending 16 years ago.
That’s partly the result of a rapid shift to lower-cost digital textbooks, with 55% of course materials now digital, up sharply from 15% prior to the pandemic, according to Emmanuel Kolady, Follett’s CEO. More textbooks are being made available online for free from sites like OpenStax, too. Nearly three-quarters of students say they were assigned at least one free course material in the latest academic year, according to the National Association of College Stores.
Company’s ‘Cornerstone’
Barnes & Noble Education, a publicly traded company that runs 800 campus bookstores, has described Inclusive Access to investors as a “cornerstone” of its plan to return to profitable growth, noting that course-material revenue rises more than 80% and gross profit nearly doubles after schools switch to the new model.
The company has lost a cumulative $600 million since 2018. Last year’s sales were 23% below pre-pandemic levels. This summer, it had to negotiate an extension on its loan payments because it couldn’t come up with enough cash. As part of the deal, it gave up two board seats and said it would explore selling the company. Its stock price has lost 90% of its value in the last two years, tumbling to less than $1 a share.
“It feels like this is their first, second and third priority,” said Ryan MacDonald, an analyst at Needham who covers Barnes & Noble Education, referring to Inclusive Access, which the company calls “First Day Complete.”
Benefits For Students
The booksellers claim the program saves students money. Follett said that students spend an average of 30% less than if they were to buy new books and are better equipped for classes as Inclusive Access gets them their materials before the semester begins.
At New York University, for instance, where Follett runs bookselling, students are automatically billed for books unless they opt out. Most are digital rentals. A textbook for an introductory biology class is priced at $36.75, which gives students access to a digital copy for the semester. That’s 20% less than if they went directly to the publisher’s website and rented it for the term. It’s 40% less than on Amazon, which only offers the option to buy the digital version, not rent it.
The math, however, is not always transparent. According to a report from the U.S. PIRG Education Fund, which analyzed 52 book-buying contracts, it’s “hard, if not impossible” to figure out how deep the discounts are because schools don’t make it clear what the discount is based on.
Savings can be less meaningful for students who would have otherwise bought used books or borrowed books, said Nicole Allen, director of open education at SPARC, a nonprofit that advocates for more course materials to be free. The one-quarter of students who intentionally skip buying certain books each semester, usually because they don’t think they need it, are also charged, she said. As more schools migrate to Inclusive Access, Allen questions whether discounts will disappear since publishers have a long history of raising prices.
“This is already a captive market because students are told what to buy,” Allen told Forbes. “Inclusive Access makes it an even more captive market by telling students how they’re going to buy it.”
Even without Inclusive Access, students can be limited in their comparison shopping. More and more professors are assigning books with single-use access codes, available for an additional fee, which students use to access quizzes, homework and other materials online. Promoted by publishers who benefit from the new revenue stream, they’re often sold exclusively by the campus bookstore and cannot be resold.
Follett’s president Ryan Petersen predicts that a newer variant of the model called Equitable Access, where students pay a flat fee for their materials regardless of the courses they’re taking, will be adopted by most schools in the next five years.
“We’re having this conversation with every campus we can,” Petersen told Forbes, “potentially even to campuses who are sick of hearing about it.”
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