by Brooke Lundgren

Bookstores have been around for centuries, maintaining a sense of support within communities even as they evolved over time. Independent bookstores, especially those that primarily sell used books, are immersed in their surroundings as people interact with them in ways other booksellers, especially online sellers and bookstore chains cannot. This continues to be true within our increasingly digital world, because while many might say that bookstores and physical books will one day disappear, data and real-life experiences from booksellers suggest otherwise. It is only right to wonder exactly how used independent bookstores have maintained their place in a digital age, and the answer is simple: through adaptation, curation, community, embodiment, and a resilience to challenges.

Figure 1: “The Resurgence of Independent Bookstores” (Raffaelli 8)

Within the last 30 years there have been notable shifts across the bookselling markets, as people have become more acclimated to using technology as a resource for information and recreation. According to “Reinventing Retail: The Novel Resurgence of Independent Bookstores,” 1995 was a particularly important year, because while the American Bookseller Association (ABA) recorded an all-time high in the number of independent bookstores, Amazon launched that same year and offered buyers nearly unlimited books with much lower prices (Raffaelli 6). With this, the new corporation became a competitor for independent bookstores, one that played unfairly with its low prices, attempting to monopolize the market. Over the next 5 years the ABA recorded a loss of 43% of those bookstores, and with the introduction of other booksellers on the internet, like Barnes and Noble, those numbers continued to decrease (qtd in. Raffaelli 6). In 2007, Amazon introduced their new e-reader, and with this shiny new technology, people gravitated towards the appliance instead of brick-and-mortar bookstores for some time. As shown in figure 1, the ABA recorded having the lowest recorded number of bookstores in 2009, with only 1,651 across the United States of America (qtd. in Raffaelli 8). While the emergence of online booksellers and new e-readers certainly explains the staggering decrease in independent bookstores, the Great Recession played a significant role as well. During this time, it was difficult to receive a bank loan, forcing many people to go out of business (Baidis et al. 672). The recession lasted from 2007 to 2009, and figure 1 demonstrates the clear descent in the number of bookstores ABA recorded during that period (qtd. in Raffaelli 8). However, as quickly as e-books trended among consumers, e-books went out of mainstream fashion just as swiftly. With the newest technological trend fading out of popularity, along with recovery from the recession, independent bookstores held up against the possibility of dissolution. Over the last 14 years there has been a steady increase of ABA memberships and bookstores, demonstrating that even at their lowest, independent bookstores did not fully disappear due to newer technology and economic disparity. Not only that, but independent bookstores have nearly returned to their greatest height within the United States of America and are perhaps continuing to become more popular than ever.

Just as many things in life are not the same as they were 20 years ago, bookstores have adapted to the changes within society. One of the main ways used independent bookstores have changed is how they interact with technology. When the internet was not a significant part of American life, bookstores had no need to sell online or have an online presence. However, as the world has seen with the COVID-19 lockdowns, people are more reliant on technology and invest a greater part of their life in it than they may have thought. While many used independent bookstores may maintain a sense of pre-digital aesthetics, the introduction of technology as an ally creates what Clive Thompson calls a “centaur,” allowing the best of both worlds to mesh and create harmony (Thompson). This model suggests that the inclusion of the best aspects of both technology and humans can create a better result than either of the two alone. In an age where people are conflicted about how much technology is good and when is an appropriate time or place to use it, this model can prove beneficial to used independent bookstores. During an interview with Abby Chance, the manager of Barner Books in New Paltz, New York, she explained how the used bookstore’s own relationship with technology changed around the COVID-19 lockdowns. Chance states, “It’s a great way for people to keep in touch with what’s happening in the store. [Customers] will sometimes look at our Instagram and say, can you send [blank], I want that. Do you ship or can you hold it for me? So it’s a nice informal way to make sales” (Chance). Before the pandemic, Abby says they did not use social media so much, but because of health concerns and restrictions, they had to find alternative ways to interact with those who may be interested in the store (Chance). She also explains how it can be a nice way to connect with other people who simply enjoy books or the store’s aesthetic, so they make sure to keep active because they want to, not because they feel as though they must do it (Chance). Social media allowed them to expand their business in a way they never expected and connect with consumers who they may never have been able to otherwise. This development coincides with the centaur concept mentioned above because Barner Books, among other independent bookstores, use digital technology that is immersed within contemporary society as a wide-reaching network to connect with people and encourage them to go to bookstores. Then, those people will meet the staff who can help them find a book they may want to read and use the employee’s knowledge to the fullest as well. Alternatively, social media also allows for people to begin discussions about buying and selling books if they are not available to meet in person. This way used bookstores do not lose as much interaction and revenue when circumstances, such as a pandemic, change the way people interact with each other.

Bookstores have also changed what they sell and how they present it, typically by advertising cafés and sideline items, thus becoming a multifunctional space. In the chapter, “Serving the Entertained Consumer: The Multifunction Bookstore,” Laura Miller writes that cafés ensure “at least a purchase of coffee. Cafés have been one of the most important elements in making the bookstore into an entertainment center, and they are tremendously popular among the public” (126). While bookstore cafés are not necessarily a new concept, it is important to note the pervasiveness of the café addition, as they have become a staple of the modern bookstore. However, many chain stores like Barnes and Noble partner exclusively with larger corporations like Starbucks, while independent stores typically partner with local companies. Independent bookstores will partner with small businesses to promote a sense of community and support, while large companies partner with other large companies for the sales that come with name brands. An example of a modern independent bookstore with a café is the popular Strand Book Store, located in Brooklyn, New York. It only recently added a café in 2022, partnering with Brooklyn Roasting Company. Serena Tara explains in her article “A New Cafe in NYC’s Strand Book Store Offers Coffee While You Browse” that “The new coffee counter offers limited seating, with beverages in mugs to linger over, as well as to-go coffees for those who want something to sip while browsing the stacks.” The wording here is important, as it reminds people that the bookstore remains a bookstore first with limited seating but allows for people to enjoy the benefits of both the café and shopping by using portable cups to browse the store as well. By making the bookstore multi-functional, there is a greater chance of more customers coming, which means there is an increased chance they will engage with the bookstore and buy something. The increase in sideline items and book-related goods have become popular as well in independent stores, as they draw in customers that the bookstores may not encounter otherwise. Sideline items are simply goods sold secondary to the main product of an establishment. For bookstores, sideline items typically include bookmarks, notebooks, and other merchandise relating to books or the local area. While they provide revenue and bring in more customers, some used bookstore owners want to keep them to a limit. Katherine Spelling, the owner of Barner Books says she likes to keep side-line items within 30% of the store stock to preserve the identity of Barner Books as a bookstore first and foremost (Spelling). She appreciates their value but does not want them to take over the purpose of the store (Spelling). These items can be helpful for bringing people in, whether they are from the area or just visiting, and allow people a smooth transition into browsing in the store. Cafés and sideline items are not necessities for the modern used bookstore, but the bookseller’s adaptability and understanding of their customers is instrumental in maintaining the interest of the store all the same.

Curation is another aspect of why used independent bookstores have maintained their position in society, as it is a skill that develops with knowledge of communities and the book trade itself. According to the ABA website, there is a plethora of materials on different aspects of bookselling when you become a member, including “Monthly ShopTalks,” “Year-round Education Programs + Webinars,” and the “IndieBound Marketing Program” (“Membership”). These programs and discussions are meant to help bookstore owners thrive by discussing topics such as marketing strategies with other booksellers and evaluating different methods to use in their shops. Another aspect of curation that is important for used independent bookstores is the ability to choose what they sell and the connection the sellers have with their buyers. While many independent bookstores and chain stores are dependent on publishers and what is trending, used bookstores can curate based on their own interests as well as the community. The New York Times article, “An Oddly Antiquarian Bookshop,” details an independent bookstore called The Monkey’s Paw and the interesting curation of used books within the store. The owner Stephen Fowler has a unique perspective on how to sell books in a digital society, saying, “The only way to sell books in the 21st-century is as artifacts,” and elaborates that he does not necessarily look for books of economic value but instead “Interesting treatments of unusual subjects. Books that marry substance and artifact value in a pleasing way” (qtd. in Rosen 98). By adjusting what kinds of books to sell based on his own interests, combined with an understanding of books as not just tools of knowledge but as artistic objects, Fowler has created a way for people to discover books they would think of finding in a chain store. This is one of the main appeals of independent bookstores, used bookstores in particular, as they carry books that may have gone out of print years, even decades, ago that people may not be able to find any more. Also, many people simply like to have books in their home for aesthetic purposes, so to examine a book’s multi-dimensional identity means more opportunities to present exciting stories and enjoyment to people. Buying used books is a great way to find treasures that feel even more special because it was unexpected and sharing that experience with people in bookstores makes them even better.

One of the largest reasons independent bookstores have seen a resurgence is because of community. As most used booksellers curate their store’s stock with their local community in mind, they reflect more of what they and their customers want and may find interesting. When someone walks into an independent bookstore, the employees can help them expand their literary horizons and ask questions to help personalize recommendations. Raffaelli describes this concept as handselling, which is selling “books that are uniquely tailored to specific tastes of the readers who most frequent their stores” (13). This means that those who interact with independent bookstores have more of a chance at finding hidden gems they were not expecting. While having a recommendation list from Amazon or Barnes and Noble may be nice, algorithms can only do so much when it comes to recommending books for customers. Barner Books is also part of a unique circumstance, as it is not the only independent bookstore in New Paltz, but one of two. The other is called Inquiring Minds, which is located directly across the street, and while many might think they are in competition with one another, that is far from the truth. Chance explained how the two work together symbiotically by sharing resources and sending customers to each other if they do not have what the person needs from them (Chance). This practice allows their customers to have an even better chance of finding something they love, which is the goal for independent bookstores, not selling the most on-trend items. Also, used bookstores often buy their books from people within the community, allowing them to build a rapport with local people. According to Chance, Barner Books offers cash or store credit when purchasing books from people who bring them in, and sometimes offers more money for store credit as an incentive to shop within the store (Chance). Having personal connections within a community is an essential aspect to the appeal of independent bookstores, as they create a welcoming environment and encourage people to keep returning.

Figure 2: “Activism and localism focus” (Raffaelli 11)

Along with the more personal aspects of community being important for used bookstores, focusing on community as buyers and sellers helps economically as well. With the rise of social media hashtags including #shoplocal and #indiebookstoreday encourage others to interact with and buy from smaller businesses. As seen in figure 2, after the ABA hit a low point in membership, there was an apparent switch from focusing on suing bigger businesses, to focusing on localism (Raffaelli 11). Instead of spending money on lawsuits against larger corporations, which would have hurt more than it helped during the Great Recession, independent bookstores focused on promoting “the idea of supporting a community’s economic interests by shopping at neighborhood businesses” (Raffaelli 11). When people spend money in their communities instead of buying from larger corporations, they can trust that most of their money will stay within the community, which helps their local area sustain itself and potentially grow. According to a study done by the ABA and Civic Economics, “Approximately 29% of all revenue at independent bookstores immediately recirculates in the local economy. This translates to a local impact advantage of 109% that of chain competitor Barnes & Noble, and a massive 405% local impact advantage over Amazon” (American Bookseller Association and Civic Economics 4). Buying locally increases the amount of money returned to the community at an impressive rate. This is similar to the reason why college campuses often want people to buy or rent items from the campus store, as the money circulates back into the college. Buying local means spending money at local businesses, who will then hopefully buy from other local businesses or community members, who may also do the same, creating a recirculation of economic activity and increasing the chances of an independent bookstore staying open. Spending money locally also increases the chance of more job opportunities, which was a big problem during COVID-19 lockdowns, as the report “Unfulfilled” also examines the amount of jobs displaced by Amazon’s retail during that time.

The work shows that by 2021, 1,753,634 retail jobs and 135,793 retail storefronts were displaced by Amazon, and while there is no exact statistic about used or new independent bookstores, these statistics still affect them and their communities directly (American Bookseller Association and Civic Economics 9). When business owners, including used independent bookstores, cannot compete with the low prices corporations set, especially during a time in which they may not be able to have customers physically in their store, they often go out of business. Then, the consumers are not able to purchase locally, leading to a decrease in local revenue. Also, if businesses that independent bookstores interact with, such as coffee sellers who may partner with the store to sell their product, go out of business, that results in more lost revenue. If these other businesses within a community fall, it often becomes more difficult for independent bookstores to stay open as well, which would affect one of the main draws of an independent bookstore: the ability to be physically in the store and buy a book. Therefore, as much community involvement as possible is an essential aspect of making sure that used independent bookstores remain.

The embodiment of buying from a used independent bookstore is another important to why there has been a resurgence, as people are gravitating back to analogue technology. People could be doing so for different reasons, but it is perhaps a response to the increasing amount of digital technology permeating society. William Powers asserts in “Hamlet’s Blackberry: Shakespeare on the Beauty of Old Tools” that embodied interaction eases the brain’s processing intake because when “Reading and writing on screen, we expend a great deal of mental energy just navigating. Paper’s tangibility allows the hands and fingers to take over much of the navigational burden, freeing the brain to think” (154). Often, it may make more sense in some capacities to use digital technology as the main source of acquiring knowledge, taking notes, or providing entertainment. However, there is a constant need for the brain to be working at a higher capacity while using it, expending more energy from people than analogue technology. If a user is trying to do a lot of work with technology, there could be overstimulation from having to both understand how to use the technology effectively as well as the mental work required for the activity itself. Using physical books instead provides a sense of relief from the amount of technology in the every-day occurrences. This idea also translates well for buying from bookstores because as Abby Chance notes, people like the smell of books and simply leafing through them while they browse through the store (Chance). The independent bookstore and its books become a safe space to relieve oneself from the constant need to focus on digital technology functions and simply be present in an experience with the analogue books. She also says that purchasing a book someone finds in the store after going through those experiences brings an instant sense of gratification that one may not find with online interfaces (Chance). Interacting with used books inherently creates a connection between all the people who wrote, made, and bought that book, because of the embodied experience.

Shopping within a bookstore brings its own form of embodied experience, which people find enjoyable and allows them to take their time away from the overload of digital technology in their lives. According to “The Influence of Embodied Participation on the Space of Physical Bookstore,” the world’s “relationship to us is not a physical proximity, but an organic connection… Only through the body can we perceive the world, knowledge is started by the body’s cognitive experience, and through continuous development, it is possible to explore and discover the world” (Zeng and Hu 83). By going to a bookstore, people can interact with the world in ways that are nearly, if not entirely, impossible through digital interfaces. They can use their senses to experience their surroundings and connect with the objects and people there, creating new memories and constantly learning about their environment. Shopping in an independent bookstore forces people to slow down because to grasp this embodied experience people need to take their time within the store. People are not able to retrieve millions of answers at the touch of a screen when looking at a bookshelf examining the multitudes of books, so they must examine everything carefully within the stacks, which can be towards the front of the store where there are typically more people, or in the depths of the back where it becomes more seclusive.

With the amount of digital overload people experience daily, it makes sense that people want to step away from it. In fact, Clive Thompson argues that for digital technology and communication to be most effective, people should step away from digital devices sometimes after using them, as doings so allows people to process information better (TechCrunch 2:40). This principle correlates with how people interact with digital technology and physical spaces like used bookstores. After connecting with others and information through digital spaces like chatrooms, video calls, and internet searches, leafing through books can bring a sense of relief to one’s own sense of self. This is because when someone interacts with people and thoughts digitally, there is a lack of physicality or embodiment, making the situation feel less genuine. However, examining used books can remind people that they do not need multiple forms of stimuli at once to have an enjoyable experience and learn new things. Powers states a similar idea when discussing analogue notebooks, saying, “In this high-speed era, another plus is the simple fact that my notebook isn’t connected to the electronic grid. It slows down information, gives it a resting place… an effective way of bringing an unruly, confusing world of stimuli and information under control (Powers 154). By taking the time to disconnect from digital technology, a person can interact differently with the world. People can act and react to analogue technology in a way that can provide the mental stimulation they might desire, but in a way that does not strain them in ways digital screens and large deposits of information might. With analogue books, people are allowed to slow down in an increasingly fast-paced society, and interacting with them in a physical bookstore encourages this practice as well. People are allowed to leaf through the pages of a book, reading at their leisure and deciding whether they want to engage with the product more. The act of slowing down and interacting with analogue books in bookstores is not a bad thing then, but a respite from everyday interactions with digital technology.

While all these things have helped the resurgence of used independent bookstores within the last few years, that does not mean they do not still face challenges. However, they have been resilient and showed they can make it out of nearly any hardships. As mentioned previously, one of the newest challenges used independent bookstores faced was COVID-19 and the lockdowns put in place, as many had to close their physical shops during these times. Since most of the bookstores rely on their physical shops, the sellers were forced to find alternative means of interacting with their community. One way was social media, as discussed earlier, which helped stores reach a wider audience and younger generations. Another way was by doing online events if they were possible, and while these are of course not always the desired option, bookstores remained resilient in their business by exploring their own relationship with technology. For example, Harvard Book Store, which sells both new and used books, held a free virtual event for 2021’s Independent Bookstore Day. According to the summary on their website, they held a Zoom meeting at 8:00 p.m. for an “Indie Press Spotlight, featuring a panel of wonderful independent publishers, including Enchanted Lion Books, Europa Editions, Graywolf Press, Milkweed Editions, and Tin House” (“Virtual Independent Bookstore Day 2021”). During the event, these publishers would discuss books and authors they represent, and Harvard Book Store connected a hyper link to the description for people to look at the books that those publishers spoke about in the event (“Virtual Independent Bookstore Day 2021”).

Admittedly, this independent bookstore may not have had to worry as much as others due to its location in a university area, but their approaches to the challenges of COVID-19 are important. By having these kinds of events, bookstores have been able to maintain a connection with their consumers and stay afloat during one of the most difficult times for brick-and-mortar businesses. Including an online shop for people also helps because people can still support small businesses, even if they cannot be present in a physical space. An unexpected occurrence during the COVID-19 lockdowns, though, is that ABA membership actually went up from 2018 to 2021, according to Judith Rosen’s “Another Pandemic Surprise: A Mini Indie Bookstore Boom,” The ABA recorded active member locations and companies increased by nearly 600 each between May of 2018 and 2021 (qtd. in Rosen). This means that while COVID-19 could have likely created another drop in bookstores like what happened in the Great Recession, the opposite occurred and independent bookstores were able to weather the unpredictable storm of the pandemic. While the data does not specify the comparison of used bookstores versus new or online bookstores, this is an impressive increase in all categories, especially during a time in which many businesses were unfortunately forced to close. Understanding the many ways in which independent bookstores have adapted to the digital age and thrived, it is evident they are resilient and will not back down when times are hard. They are a force to be reckoned with and will continue to be one so long as people support them.

Since 2009, independent bookstores have not only kept themselves from completely going out of business, but turned the tide and are thriving again. The ABA membership count is nearly back to where it was before the Great Recession, and the future looks bright for independent bookstores. People cannot be complacent now that these numbers are returning, though, because independent bookstores still face challenges in contemporary society, and people should make sure they continue to support local businesses. Independent bookstores have been a cornerstone of many communities for decades, and those along with new ones arising will hopefully remain. Katherine Spelling is steadfast in her belief that used independent bookstores will always be around because “they are a specific flower, and they can bloom in rocky soil. And that is down to the fact that there are always going to be people who seek them out” (Spelling). So long as humans maintain the desire for an embodied experience, a sense of community, and a love for physical books, used independent bookstores will continue to remain a part of our lives.

Works Cited

American Bookseller Association, and Civic Economics. “Unfulfilled.” Civic Economics, 2022, http://nebula.wsimg.com/7b8fb30e9622d83e1abf86f3d1626b6b?AccessKeyId=8E410A17553441C49302&disposition=0&alloworigin=1.

Baidis, Samaher, et al. “Creating Competitive Advantage: The Growth of Independent Bookstores in the U.S. 2009–2018.” Publishing Research Quarterly, vol. 35, no. 4, 2019, pp. 670-684. ProQuest, https://libdatabase.newpaltz.edu/login?url=https://www.proquest.com/scholarly-journals/creating-competitive-advantage-growth-independent/docview/2281573956/se-2, doi:https://doi.org/10.1007/s12109-019-09678-0.

Chance, Abigail. Personal Interview. 8 December 2022

“Membership.” The American Booksellers Association, American Bookseller Association, https://www.bookweb.org/membership.

Miller, Laura J. “Serving the Entertained Consumer: The Multifunction Bookstore.” Reluctant Capitalists: Bookselling and the Culture of Consumption, University of Chicago Press, 2006. pp. 117-139. ProQuest Ebook Central, https://ebookcentral-proquest-com.libdatabase.newpaltz.edu/lib/newpaltz-ebooks/detail.action?docID=408437.

Powers, William. “Hamlet’s Blackberry: Shakespeare on the Beauty of Old Tools.” Hamlet’s BlackBerry: Building a Good Life in the Digital Age, HarperCollins Publishers, 2010, pp. 137–155.

Raffaelli, Ryan. “Reinventing Retail: The Novel Resurgence of Independent Bookstores.” Harvard Business School Working Paper, No. 20-068, January, 2020. https://www.hbs.edu/ris/Publication%20Files/20-068_c19963e7-506c-479a-beb4-bb339cd293ee.pdf.

Rosen, Jody. “An Oddly Modern Antiquarian Bookshop.” T: The New York Times Style Magazine, 2013, pp. 96–100.

Rosen, Judith. “Another Pandemic Surprise: A Mini Indie Bookstore Boom.” Publishers Weekly, Publishers Weekly, 15 Oct. 2021, https://www.publishersweekly.com/pw/by-topic/industry-news/bookselling/article/87648-another-pandemic-surprise-a-mini-indie-bookstore-boom.html.

Spelling, Katherine. Personal Interview. 13 December 2022

Tara, Serena. “A New Cafe in NYC’s Strand Book Store Offers Coffee While You Browse.” Thrillist, Thrillist, 28 June 2022, https://www.thrillist.com/news/new-york/strand-book-store-nyc-new-coffee-shop.

TechCrunch. “Clive Thompson’s New Book Smarter Than You Think | Keen On…” YouTube, TechCrunch, 14 Oct. 2013, https://www.youtube.com/watch?v=5DSm8n7Ir98.

Thompson, Clive. Smarter Than You Think: How Technology Is Changing Our Minds for the Better. The Penguin Press, 2013.

“Virtual Independent Bookstore Day 2021.” Harvard Book Store, Harvard Book Store, 2021, https://www.harvard.com/event/virtual_independent_bookstore_day1/.

Zeng, Jing, and Wen Hu. “The Influence of Embodied Participation on the Space of Physical Bookstore.” International Conference on Economy Development and Social Sciences Research, Francis Academic Press, 2022, https://www.webofproceedings.org/proceedings_series/ECOM/EDSSR%202022/WHCP22005.pdf.