At The Counter #11: Finding A Comic Shop On Free Comic Book Day

It’s the biggest comics retail week of the year, and to celebrate, our features editor Tony Thornley sat down with comics retailer Greg Gage to talk about Free Comic Book Day 2026, how the event has changed in the wake of Diamond’s bankruptcy and just how to find a new comic shop in 2026.

Tony Thornley: Morning Greg. So it’s officially the week of Free Comic Book Day (or Comic Giveaway Day, or whatever legal name we need to use now). I think some comic retailers might call it their Super Bowl (whatever that is). Is this one of your biggest days of the year?

Greg Gage: For sure. We have lines literally down the street. As far as the name, I’m honestly just still going with Free Comic Book Day officially. I feel like changing the name after all these years, but only for some items, is probably a bad idea. Everything going on in the world and in everyone’s personal orbit is complicated enough! 

Tony: What are you doing to prepare for it?

Greg: Well, you saw me drinking that Dr. Pepper Zero the other day, so… 

Tony: I get it. Saving the hard stuff for afterwards.

The first Saturday in May is really a huge day in geeky retail, to the point that many local book shops also participate. What do you do to stand out? How is standing out important right now?

Greg: We give people whatever they want on the free table. I don’t limit the amount of books they take. I always say, if you’re going to read it, take it! I treat it as an advertising/customer appreciation day. These things cost us a lot of money, but it gets hundreds, sometimes thousands of people in the store, and if even a few new ones come back, it’s worth it!

Tony: I feel like the big two used to use the event as a major launching point, with big exclusive stories like Dan Slott’s Spider-Man issue that was technically the first “Brand New Day” story from … geez, fifteen years ago? Now they seem to have gotten away from that, mostly doing what are essentially trailers or reprints, but other publishers continue to push the cool new story (like Skybound’s Energon Universe specials).

Which approach has been better in your eyes, driving sales and pre-orders for you later?

Greg: I believe new titles work better. You don’t have to spark interest in Spider-Man. It has a built in base, but a preview of a new title that may not get that many eyes on them any other way can certainly lead to sales.

Tony: Now, Free Comic Book Day is technically a trademark of Diamond, which is still going through a messy acquisition. That has led to Random House trademarking their own name for the event — Comics Giveaway Day — but beyond that, has there been any other impact on the event from the Diamond acquisition? Marketing materials, stuff to do with the books themselves, anything like that?

Greg: I’ve seen very little marketing this year. We’ve had to do our own, basically. I have one poster from Random House promoting the Giveaway Day titles, but that’s really it. In the past, there have been signage, shelf talkers, stickers, balloons, literally more than we could utilize. Some of it was free, some carried a charge, but this year has been sparse. [Ed. Note: Even the FCBD website is sparse, with the last post being the title announcement in January.]

Tony: Is the trademark — either Free Comic Book Day or Comic Giveaway Day — necessary for adoption and publisher resources or could this all be done if, say, Free Comic Book Day was free to use without trademark?

Greg: It could easily be done without a trademark. And I think it should. Whoever owns FCBD at any given time could be selling those marketing items to make up for it. FCBD has never really been a money maker for publishers, distributors, or even some retailers. 

Tony: For such a big day for the industry, how important is it that anyone visiting not just pick up the free books but also purchase something?

Greg: Very important. I spend well over $1000 each year to put this on. Is it worth it? Yes. Is it crucial to support your local shops on the big day? Absolutely. Most people actually feel guilt for picking up freebies and nothing else, so it does translate into a huge sales day. It doesn’t hurt that I’ll be having a back issue and graphic novel sale in May, either.

Tony: How often do you see the Free Comic Book Day event turn around to new pull lists?

Greg: A lot. I still see faces on a weekly basis that their “first time in” was on FCBD. It gives people a taste for free, then they come back regularly for their fix. Okay, that kind of makes it sound like something else, but, yeah. Whatever. 

Tony: I mean, for some people it absolutely is what you’re implying, but that’s another conversation.

So that transitions me to a topic that I think is great for FCBD. Besides this face pictured below (I’m sorry but not everyone lives in Salt Lake City), what should you be looking for when you’re trying to find a new comic shop to regularly visit?

Greg: A friendly face. If you walk into any store, I think you need to be greeted. That’s just basic human kindness. Also, availability to answer questions, help people find things, etc. The retail world is getting more and more automated and part time every day. Comic shops are like the old video stores. We love this stuff. We talk about it, recommend things, have fun.

Tony: What would you say are green flags in a new shop?

Greg: Clear pricing. Organization. Cleanliness. Employees paying attention to their customers instead of playing on their phones or watching YouTube or something. 

Tony: Now, I have my opinions on this question, but I want to know what you’re going to say first. What are the red flags you want to look for (I’ll tell you mine after you tell me yours)?

Greg: The number one thing that makes me never want to return is “fair market pricing.” I put that in quotations, because it’s anything but fair. If you bring a book up to the counter and the employee looks up the price on eBay, or Key Collector, or something, don’t give them your money. That’s not the value of a comic. That’s the secondary market. If you want to play that game, close your store and go online. If you do, I have no problem with that, but just be up front about things. Market value changes every day. If I paid $20 for something, and the next week they were selling it for $5, I’d be pissed.

Tony: I totally agree. That’s #1 for me. The second on my list would be something you hit on a minute ago. If the staff can’t be bothered to look up to greet or help you — even pausing a phone call to say “welcome, I’ll be right with you” — then turn right around. I’ve visited so many shops that the owner couldn’t bother to look up from their game of Magic to help me. I would also say if it’s a comics/game store, pay attention to which they pay the most attention to, particularly when it comes to the hygiene of the store.

Oh and I’ve heard about one particularly famous store who used to advertise in Marvel and DC Comics in the ’90s who has items on display that they don’t tell you it isn’t for sale until you ask. Not cool.

What do you feel retailers need to do in order to be ready or welcoming to new customers?

Greg: Pretend you’re on the other side of that counter. How would you want to be treated? What would you like to be done for you? That’s something that’s rare these days, and if you do that, I guarantee you’ll see those people again.

Tony: Like that dance you did last week. I always want to see a little dance when I buy something new.

Black Cat Comics is on the web at https://blackcat-comics.com/ and via all the usual social media channels. If you live in or are visiting the Salt Lake City area, you can visit the store at 2261 Highland Dr, Salt Lake City, UT 84106, or call Greg and his team at (801) 461-4228.