How author Neil Gaiman saved a struggling shop after one day of zero sales

When this 102-year-old business failed to make a sale in an entire day, it sent out a desperate tweet. Then, a famous author stepped in.

Petersfield Bookshop has been in business for more than a century – but on one terrible day last month, the UK retailer failed to sell a single book for the first time ever.

The dismal day of trading occurred on January 15, and was so distressing employee Robert Sansom took to social media to plead with customers.

“ … Tumbleweed … Not a single book sold today … £0.00,” he wrote.

“We think this maybe (sic) the first time ever …

“We know its miserable out but if you’d like to help us out please find our Abebooks offering below, all at 25% off at the moment …”

When Mr Sansom headed home that evening, he didn’t expect much of a response – and was even questioning the future of the 102-year-old business.

But then something extraordinary took place.

The historic retailer is now back on its feet. Picture: Twitter/@Petersfield Bookshop

The sad tweet went viral, and was spotted by none other than best-selling author Neil Gaiman.

Gaiman – who is best known for books including Stardust, American Gods, Coraline and The Graveyard Book – retweeted it to his 2.8 million followers.

It was the shot in the arm the struggling bookshop needed, with the tweet attracting almost 20,000 likes, more than 9000 retweets and thousands of comments.

The attention led to a surge in orders from across the globe, with Mr Sansom telling The Washington Post he and owners Ann and John Westwood were now struggling to keep up with demand.

“Just reading the messages we have received has brought tears,” he told the publication.

“We are really aware of how this was a ‘lightning strike’ — a piece of luck that couldn’t have been planned (when) there are many others struggling along as we were.”

He told the publication staff had even had to enlist the help of volunteers to complete the influx of orders and ensure they reached their new global customers.

John Westwood told the BBC he had been blown away by the response to the tweet, which came at a critical time for the book industry.

“I believe in this industry, but online ordering and Amazon has hit us hard. I’ve had to sell my flat to keep the store afloat and most evenings sleep on a camp bed in the shop,” he told the BBC.

“We have lots of big plans for the future, on how to expand and grow, we just need to get there first.”