Harry Potter & The Deathly Hallows is released at midnight on Saturday 21st July

Harry Potter fever hits Sweden

The seventh Harry Potter book is released on Saturday 21st July, and the eager anticipation that has gripped much of the world has also come to Sweden.

Harry Potter and the Deathly Hallows is the final instalment in British author JK Rowling’s series of books about a boy wizard.

A price war has broken out between the major Swedish booksellers and department stores in an attempt to lure readers to their stores - and all of them are prepared to sell the book at well below the recommended retail price.

National department store chain Åhlens is offering the new Potter for US$26, while bookstore Akademibokhandeln is charging a dollar less.

Swedish online retailers are attracting customers away from the high streets by charging even less - one site is offering the book for just US$20.

The recommended retail price is US$35.

According to Sweden’s biggest book chain, Akademibokhandeln, the price war is losing them money,and they don’t expect to make any profit on the latest and final Harry Potter title.

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