Retailers around the world may make no money from the final book in the Harry Potter series when they throw open their doors Friday night for wizard-themed parties, according to booksellers, but the industry is confident that its efforts to draw in readers this weekend will pay off in the longer-term.

Heavy discounts on the hardback edition of Harry Potter and the Deathly Hallows will mean “on that book itself we’ll not make money” in the short term, said Steve Riggio, chief executive officer of Barnes & Noble.