NEW YORK ( TheStreet) -- Barnes & Noble ( BKS) could be in trouble. Management seems to be making all the wrong moves.
Aside from the usual fuss about the ability of a primarily bricks-and-mortar retail chain to compete against online retailers, such as Amazon ( AMZN), which frequently sell titles at a discount, the company appears to be at the start of a downward spiral. Right now, Barnes & Noble is trading at $16.09, on a 52-week range of $10.45 to $26.00, and I have a sneaking suspicion it is only going to get worse from here. I see bright flashing warning signs at the book retailer.
Barnes & Noble announced Friday that it would give away a Nook Simple Touch with the purchase of any Nook HD from Sunday through Saturday -- really? Buy one, get one free e-readers? C'mon. Someone has a surplus. And this is not the first time the book seller has given away Nooks. Last year, the company was offering free or discounted e-readers (depending on the type of Nook) to anyone who signed up for a one-year subscription to People or The New York Times. Of course, that promotion lasted around eight weeks -- this one is lasting for less than eight days, but it points to an issue. You don't pull a buy-one, get-one deal unless you are trying to get rid of stock, regardless of the length of the promotion. Imagine for a minute that your favorite retailer said that for the next week, everything in the store was buy one, get one free -- it wouldn't sit right. Most people would assume that the store is really down in sales, possibly even going out of business. I'm not saying that is the case here -- I'm just saying that the fact of offering such a "bargain" points to a greater issue at the company. At a minimum, Barnes & Noble should be managing its manufacturing process better so that such surpluses are not a fact of business.