Every comic fan knows the feeling—walking into your favorite shop, grabbing a few free titles off the shelf, and feeling the buzz of being part of something bigger. That’s Free Comic Book Day. It happens every year on the first Saturday in May, and for many readers, it’s become more than a fun event—it’s a tradition. But behind all the excitement is one comic shop owner with a simple idea: give people a reason to visit their local store, and they’ll fall in love with comics all over again.
Joe Field, owner of Flying Colors Comics & Other Cool Stuff in Concord, California, didn’t just start Free Comic Book Day. He imagined it, pitched it, and helped turn it into a global celebration of the medium he loves.
What This Article Covers
Here’s what we’ll dive into in this post:
- Where the idea for Free Comic Book Day came from
- How Joe Field turned a simple concept into an industry-wide event
- Why the timing mattered—and how movies helped boost it
- What makes the day special for fans, creators, and retailers
- How it continues to grow and inspire new readers every year
Free Comic Book Day didn’t just happen—it was built by fans, for fans, and it all started with a smart observation and a handwritten pitch.
It All Started with an Ice Cream Shop
Back in the early 2000s, Joe Field was watching the lines outside a local Baskin-Robbins during their Free Scoop Night. People were excited, the store was packed, and the energy was high. That’s when it hit him—what if comic shops could create that same kind of buzz?
Joe wasn’t just a retailer. He had a background in radio, marketing, and comics journalism. He knew that comic shops needed a way to bring in new readers and remind lapsed fans what they were missing. Giving away a selection of free comics seemed like the perfect invitation.
In 2001, he wrote about the idea in his column for Comics & Games Retailer, a trade magazine for comic store owners. His pitch was simple: create a day where shops give away free comics to attract readers, especially younger fans.
The idea caught fire.
From One Shop Owner to a National Rollout
Field’s proposal made its way to Diamond Comic Distributors—the company that supplies most comic shops with their weekly issues. Diamond saw potential and backed the concept. Publishers got on board, offering specially printed books for the event. Retailers across the country said yes, eager for a new way to bring people through their doors.
The very first Free Comic Book Day was held on May 4, 2002. It was timed to match the release of Spider-Man, the first big-screen Marvel hit that helped launch the superhero movie era.
That tie-in with a major film was intentional. Field understood the momentum behind comic-based movies and used it to boost awareness. Fans were already excited about Peter Parker swinging onto the big screen—Free Comic Book Day gave them a way to continue that experience at their local shop.
Why the Idea Worked
What made Free Comic Book Day successful wasn’t just the free stuff—it was the feeling of community. Shops turned it into an event, with signings, giveaways, costumes, and food trucks. People came to browse, chat, and find something new.
For newcomers, it offered a no-pressure entry point into the world of comics. No awkward questions at the register. No need to know continuity or back issues. Just pick up a book and start reading.
For longtime fans, it was a chance to show up, support their shop, and celebrate the stories they love. Many even buy a stack of paid books to go with their freebies, making it a good sales day for stores.
Creators joined in too, often showing up to meet fans or sign copies. It became one of the few events that brought publishers, retailers, and readers together on a massive scale.
Growing Bigger Each Year
Since 2002, Free Comic Book Day has gone global. Shops in the U.K., Australia, Canada, and beyond participate each year. The number of titles offered has grown, with major publishers like Marvel, DC, Image, Dark Horse, and BOOM! providing exclusive content for the event.
Some years tie into movie releases, others feature new series debuts or previews of major crossovers. The books are usually labeled with “Free Comic Book Day” banners, making them collectible in their own right.
The event now draws thousands of fans to shops large and small. Some stores see lines before the doors open. Others host week-long celebrations. And in a time when local businesses face big challenges, the buzz around Free Comic Book Day helps remind communities why physical shops still matter.
What It Means to the Comic Community
For many comic fans, Free Comic Book Day is how they first got into the hobby. A friend brought them along. A parent took them in. A staff member recommended a book that became their all-time favorite. These moments often start with one free comic.
For retailers, it’s a chance to reintroduce themselves to their neighborhood. Maybe someone hasn’t been in the shop since high school. Maybe they’ve never read a comic at all. One visit can spark a new reader, a future regular, or even a lifelong fan.
And for Joe Field, it’s a legacy built on a love for the medium and a belief in community. He didn’t start Free Comic Book Day to make a fortune. He started it because he knew comics were worth sharing—and that sometimes, giving something away is the best way to bring people together.
The Spirit Behind the Event Still Matters
What Joe Field created back in 2002 still matters today. Free Comic Book Day is more than an annual event. It’s a reminder of why comics are special—and why community spaces like local comic shops are worth supporting.
If you’ve ever picked up a free issue and ended up discovering a new series, a new creator, or even a new favorite genre, you’ve felt the impact of that idea. One person saw what comics could become, and turned it into something everyone could enjoy.