The New York Public Library (NYPL) is back with a spoof campaign this Black Friday, touting “for the books” deals.

In its fourth Black Friday campaign, created in-house by the library’s communications team, NYPL is offering “more free than ever” books with “0% interest loans” and “free returns”.

This year’s tongue-in-cheek campaign also draws attention to the new library policy of eliminate all late fines, announced in October.

Digital ads shared on social media and emailed to the library’s more than 1.3 million subscribers highlight that “the library’s prices have always been right, but now they’re ‘free’. The ads mimic Black Friday retail emails that contain calls to action with the phrases “show me free” and “did someone say free?” ”

Readers who click will be directed to a microstate with information on how to sign up for a library card and “unlock the deal” for free books. The library will also recommend books from its list of over 300 books considered to be the Best books of 2021, released earlier this week.

Unlike in previous years, the NYPL will not broadcast a full page New York Times a d.

The campaign aims to remind people of the value libraries can offer with free knowledge, said Tony Marx, president of the New York Public Library in a press release.

“These ads, of course, generate an always-needed laugh, but they also call attention to the best deal of any season: public libraries and the worlds of knowledge, adventure, opportunity and fun that they deliver to everyone every day, ”he said.“It’s a fun but important reminder that libraries are here and always will be there for all the public’s needs – great books, expert recommendations, helpful lessons, fascinating programs and, at times, a good laugh. ”

Since the decision to remove the fines, NYPL visits and traffic have increased 10% in the Bronx, Manhattan and Staten Island.

The NYPL began its Black Friday whistleblower campaign in 2018. Since then, each iteration has contributed to spikes in library card registrations, web traffic, and donations. In 2020, for example, the campaign generated 543 requests for virtual library cards, an average daily increase of 84%. Last year, the library also received 130 donations during Black Friday, up from 78 in 2019.