The antics of boy wizard Harry Potter have already charmed the nation, and the latest instalment is about to cast another spell.
Approximately one third of adults said they plan to buy the new book, Harry Potter and the Order of the Phoenix, according to a Retail Week poll conducted by ICM. The book is launched on June 21.
Retailers have spent months preparing for the Midsummer's Day release, and consumers have already placed hundreds of thousands of orders.
Tesco.com has taken 40,000 orders, while WHSmith said it had taken six times the total number of forward orders for the previous book.
Amazon has taken 250,000 via its UK site, and total global orders of 875,000. WHSmith business unit director of books Cathy Ferrier said: 'The demand is definitely higher than ahead of previous book launches. As we understand, the quality of the book is as good if not better than previous installments.'
- Analysis: page 10; ICM Poll: page 12
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