Here's a brief description straight from the Buy Indie Comics Day organizers:
"We founded Buy Indie Comics Day so indie, small press, and local creators around the globe could synergize on a single day designed to celebrate their work. It's our hope that retailers across the globe will take this chance to stock up on Indie Comics, that consumers will take a risk on new comics and creators they've never heard of, and that creators have an event to push their project on. So if you're a creator, find a local comic shop and get in there! If you're a retailer, invite local creators to table at your shop and stock up on their work! And if you're a fan, buy a comic you've never heard of from someone you don't know!"
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