"Maybe our three retailer friends can chime in on what I;m about to say a little bit here" For us, historically, events have helped sales and have brought in new readers. The largest success, which brought in a huge influx of new customers, was DC's The New 52. We had high hopes for Marvel Now, but it did not pan out. We did not get many new customers (we did get a few), but the biggest concern was the loss of sales to existing customers, especially with the Avenges titles. That hurt.