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Independent Bookstores Thrive During Holiday Season

This winter season, many independent bookstores reported a robust finish to 2024 after a holiday rush that kicked off later than typical, particularly growing in intensity throughout December. Booksellers highlighted strong performances in fiction, along with nonfiction titles focusing on environmental issues and social justice, as well as popular humor series aimed at younger audiences.

Carrie Koepke, cofounder and manager of Skylark Bookshop in Columbia, Missouri, expressed initial concerns among store staff regarding the diminished shopping window following a tumultuous Small Business Saturday that hindered customer traffic. However, as the season progressed, Koepke noted a remarkable turnout from patrons, whose purchases ultimately exceeded the previous year. She commended publishers for improving their responsiveness in production and shipping, leading to quicker restocking compared to prior years.

At Skylark, a diverse array of holiday bestsellers emerged, featuring regionally significant titles like The Flower Sisters by Michelle Collins Anderson, along with national favorites such as James by Percival Everett and The Serviceberry by Robin Wall Kimmerer. Other successful titles included Weyward by Emilia Hart and the Before the Coffee Gets Cold series by Toshikazu Kawaguchi.

In Chicago, Sarah Hollenbeck, co-owner of Women & Children First, noted that early fears about Small Business Saturday sales were quickly alleviated by a surge in December sales. Online orders saw significant increases, and in-store traffic during weekdays was notably higher than in recent years. Popular items included James and All Fours by Miranda July, along with Elizabeth Strout’s latest, Tell Me Everything. Hollenbeck highlighted a strong interest in community-oriented nonfiction, with titles like What If We Get It Right? Visions of Climate Futures by Ayana Elizabeth Johnson and We Grow The World Together: Parenting Toward Abolition, edited by Maya Schenwar and Kim Wilson, resonating well with customers.

In Duluth, Minnesota, Bob Dobrow, the owner of Zenith Bookstore, reported a slight decline in holiday and fourth-quarter sales compared to the previous year, estimating a drop of about 5%. However, he remained unconcerned, remarking that last year’s sales had been exceptionally high. He noted a notable increase in gift card sales, which indicates a positive trend once they are redeemed. Dobrow speculated that the lower in-store traffic during the holiday season might reflect broader societal anxieties following the recent elections and economic uncertainty.

At Zenith, the bestseller list included The Serviceberry along with local authors like Leif Enger’s I Cheerfully Refuse and Sharon McMahon’s The Small and the Mighty. The YA segment thrived with titles such as Where Wolves Don’t Die by local author Anton Treuer. Other favorite titles featured a mix of cultural relevance and regional interest, including Never Whistle at Night: An Indigenous Dark Fiction Anthology, edited by Shane Hawk, and The Hundred Years’ War on Palestine by Rashid Khalidi. Zenith’s standout children’s book was How the Birds Got Their Songs, a bilingual picture book rooted in local narratives.

Continuing a beloved tradition, Zenith hosted its Jólabókafloð (“Yule Book Flood”) event, where each book was wrapped in plain paper and accompanied by a pouch of locally made hot cocoa. Dobrow expressed delight in hearing from customers who have established new holiday traditions centered around gifting books.

Innovation in Store Layouts and Events

In Portland, Oregon, Powell’s City of Books executed a significant layout redesign last fall, with positive results evident during the holiday shopping season. Store manager Bryanne Hoeg noted that it had been a decade since such extensive reorganization occurred. The move allowed for the expansion of genre sections like sci-fi, fantasy, manga, and romance to the second floor, resulting in a sales increase of up to 30% in these categories.

The ground floor of Powell’s was transformed to include spaces for gardening books and local artisanal products. Hoeg emphasized the previous success of cross-merchandising strategies as a key element of the store’s community engagement, further solidified through local pop-up shops.

During holiday events, an appearance by Robin Wall Kimmerer contributed significantly to the popularity of The Serviceberry, among other bestsellers such as James, Dog Man 13: Big Jim Begins by Dav Pilkey, and The Wild Robot by Peter Brown. Another notable title was Never Whistle at Night, which gained traction through positive word-of-mouth recommendations from booksellers.

Additionally, interest spiked in genres like romance and manga, alongside popular gaming guides including the updated editions of Dungeons & Dragons Player’s Handbook and Dungeon Master’s Guide. There was also a notable uptick in the purchase of used books as shoppers looked for diverse offerings this season.

Further down the California coast, Bookshop Santa Cruz made adjustments to its inventory and engaged customers by distributing bookmarks featuring fiction favorites and lesser-known titles. Bookstore president Casey Coonerty Protti noted the introduction of a New Adult section that performed well as it positioned itself adjacent to YA. Customers expressed a desire for engaging book recommendations that would lure younger audiences away from screens.

Protti’s suggestions included popular titles like Project Hail Mary by Andy Weir and Tomorrow and Tomorrow and Tomorrow by Gabrielle Zevin amid a heightened interest in more hopeful narratives. With astute early planning, Bookshop Santa Cruz capitalized on anticipated bestsellers from the first half of 2024, successfully stocking titles like James and Martyr! by Kaveh Akbar.

Copperfield’s Books, operating out of Sebastopol, California, ranked James, Intermezzo by Sally Rooney, The City and Its Uncertain Walls by Haruki Murakami, and The Mighty Red by Louise Erdrich among its leading adult titles. Children’s literature thrived too, particularly driven by the enthusiasm surrounding Pilkey’s Dog Man 13: Big Jim Begins and excitement from a visit by Katherine Rundell, which resulted in enthusiastic uptake of her book, Impossible Creatures.

In a family-friendly initiative, Copperfield’s hosted an early morning launch event for Pilkey’s Big Jim Begins, accommodating caregivers and children before school hours. Event organizers provided coffee and refreshments for attendees. Horrell shared that the event saw a significant turnout, indicating it could become a regular fixture for supporting family-centric gatherings.

With multiple locations across three counties, Copperfield’s consistently engages in community support initiatives, such as their annual book drive for various non-profit organizations. In 2024, they partnered with groups like the Sonoma Community Action Network to distribute books to children in need, underscoring their commitment to social engagement alongside retail success.

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