More people are heading to the beach with electronic book readers now that prices have dropped below $200.
Analysts say competition from the iPad may be behind the price drop, but even with the lower prices, not all consumers are sold on the new way of doing things.
"There is something that I like about holding a book in my hands, and looking at the cover, turning the pages," says Elise Munoz, a book reader.
"Not needing to ship around tree bark sort," said Ressa Charter, an e-book owner.
On Monday, Amazon announced that sales of its Kindle had surpassed sales of hardback books.