Amazon or Barnes & Noble? Who Will Dominate the Holidays?

“Books have a special place in people’s lives and Barnes & Noble is all about books.This campaign is about going back to our roots to highlight books as meaningful and inspirational gifts that can stay with the recipient forever,” Glenn Kaplan, creative director at Barnes & Noble, said in a press release.

The emphasis on print over e-books comes after Nielsen reported earlier this year that e-books comprised just 23% of book sales for the first half of 2014.

In its most recent quarter, which ended Aug. 2, Barnes & Noble reported that retail sales fell 5.3%, while Nook sales declined 54.3% and the company’s textbook business was flat.

B&N blamed the lower retail revenues on fewer store locations, a comparable-store sales decrease of 5.1% and lower online sales. Looking ahead to the rest of fiscal 2015, B&N expects more single-digit declines in its retail business. The company is also in the process of spinning off its Nook business.