Here’s a great comment on the futility of book store signings
Plug Your Book: The 4-hour book tour (are bookstore signings for chumps?)
I agree with Steve’s reasoning, but do know of some authors who have broken the mold and had success with bookstore appearances.
If you are going for ROI, it’s a waste of time. I only recommend signings where there is little or no travel cost, a related promotion, or just for the sheer fun of doing it once.
One author we worked with had a tight niche in the fishing market. He flew to speciality bookstores near his favorite fishing spots, sold hundreds of books at a specialty store during a fishing contest weekend appearance and wrote off the trip.
Still… as Steve says. It’s a horrible plan for making money.