The Appeal of the Indie Bookstore…
For as long as most of us can remember, we had a bookstore in our hometown. Welcoming, warm, cozy and comfortable, the local bookstore was as ubiquitous as the corner coffee shop. Sometimes it was the corner coffee shop. It still is.
The oldest independent bookshop, Andover Bookstore in Andover, MA, opened its doors in 1809, and is still going strong. Quickly spreading across the country, indies became part of the American landscape – waiting to transport you into the wonderful stories that lined their shelves the moment you pushed through the door. A little nook where you could browse through your selections in happy quiet. A small table where you could sip a hot drink in winter and a cold one in summer. Friendly people everywhere. Bliss.
The indie bookstore was a haven. It survived and thrived through civil and world wars, the Great Depression, pop culture, flower power, civil rights and women’s rights, rock ‘n roll and heavy metal, a decade of assassinations capped by man’s first landing on the moon. In the 20th century, rapid-fire developments in technology whisked us from the first talking motion picture (The Jazz Singer) in 1927 to Donkey Kong and Mario video games a little more than 50 years later.
Despite the whiplash of societal, political, and global upheavals, the indie bookstore claimed its place and grew in numbers to 7,000. Until 1995. Amazon burst on the scene – not as the first online book retailer – but as the one offering what seemed like limitless book options across numerous categories, sold at prices lower than the average indie could meet. The convenience of ordering from home with a few clicks of the mouse was a bonus.
Already pummeled from big brick and mortar chains like Barnes & Noble and Borders, indie bookstores took a hit. They lost 43% of their number in the five years after Amazon’s launch. The downward spiral continued until 2009. Then there was a major reversal. Between 2009 and 2015, the number of indie bookstores jumped 35%, and has continued its upward trajectory since.
What caused this reversal? Indie owners always knew they could not compete with Amazon on price and convenience. Their comeback began when they finally realized they could capitalize on their unique appeal to a different customer base of book lovers who wanted what Amazon (and other on-line book sellers) could never provide: Quaint and charming comfort with a local personal touch and carefully curated books.
Indie customers want a fun destination; an in-person outing that is new every time; conversations with book savvy personnel; comfy corners for leafing through books, chatting with others, having a coffee. They want a store that holds events and sponsors activities relevant to their community. They want a place and experience that wraps them in a warm hug and feels like home, giving them a proprietary sense of pride.
For its customers, the appeal of the indie bookstore is well-worth the difference in the price of a book.
Today the indie market is thriving. Stores maintain their own websites and social media platforms to keep customers informed on all things book-related and in-store happenings. And they offer online sales and delivery. By forging a unique path separate from online retailers, indie owners have expanded the retail book market.
Bookstores – indie, and online only – are here to stay because each has a consumer base to support them. The unique appeal of the indie bookstore is its humanity, giving people a place to connect, ing socialize, and then find the special book that frees their imagination to soar and explore. In both cases, more people of all ages are reading. In contrast, reading scores in public schools have been declinfor a long time. One reason is students’ lack of interest in schools’ required reading selections.
Indies could be a valuable first-hand source for school districts to learn which books their students are choosing to read and why. Schools might consider including some of these books or genres in their literature curriculums. Then teachers can assess if more appealing book selections will motivate students to engage, read, and learn.
Just a thought.
Answer to Unpacking Education, No. 36, Question of the Day:
Uncertainty about the economy, global competition, and an increased corporate preference for real-world, problem-solving experience are a few of the reasons that U.S. companies cut back on hiring candidates with the correct answer d) MBA degrees in 2024.