Independent bookstores in the metro area are experiencing a resurgence in business following the COVID-19 pandemic. Despite the initial challenges faced during the early days of the pandemic, these bookstores have seen an increase in interest and spending on reading.
According to the Bureau of Labor Statistics, consumer spending on recreational reading rose by almost 23% in 2020 and continued to increase by 1.8% in 2021 and 2.6% in 2022. This surge in spending has exceeded $15 billion annually.
One of the first tenants of Kickingbird Square, Best of Books in Edmond, faced significant hardships at the onset of the pandemic. However, the store managed to stay afloat by offering delivery and curbside pickup services, while also actively engaging with the community. Manager Shelbee King believes that the pandemic somehow brought people closer to reading, resulting in the store’s recent success.
Heather Hall, the owner of Green Feather Book Company in Norman, conducted market research before opening her store in August 2022. She found that independent bookstores experienced an increase in sales during the pandemic, likely due to people spending more time at home and the prevalence of book-related posts on social media platforms like TikTok. Hall also recognized the unique experiences that independent stores can offer, which helped carve out a market space distinct from bigger bookstores and online retailers.
Dana Meister, the manager of Full Circle Bookstore in Oklahoma City, has observed a rise in book shoppers, particularly among romance readers and young adults. The store has seen one of its best sales years in its history, which spans back to 1997. Meister believes that twenty-somethings are rediscovering their love for physical books, resulting in the increased popularity of certain authors.
The success of these independent bookstores is also reflected in the recent events they have organized. Best of Books reported higher sales on Small Business Saturday compared to the previous year, while Full Circle Bookstore hosted its biggest customer appreciation party in seven years. Events like these help create a sense of community and draw more people to these bookstores.
The resurgence of independent bookstores demonstrates the enduring appeal of physical books and the unique experiences they offer readers. Despite the rise of streaming services and online retailers, there is still a demand for the personal connection and sense of community that independent bookstores provide. As people continue to seek refuge in the pages of a good book, these local bookstores are poised to thrive in the post-pandemic era.
