The Holidays Determine Whether Your Indie Stays Open
Independent bookstores need our support this season and beyond
Introduction
This time of year, holiday advertisements from big corporations are relentless, pressuring viewers to spend, spend, spend. Independent bookstores and other small businesses, however, actually depend upon our support. The revenue is essential, especially in November and December, often determining whether or not our local bookstore stays open into the new year.
For many, today—Black Friday—kicks off holiday shopping. Big box stores entice customers with the promise of deals and savings, taking advantage of the capitalist society we live in where the wealthiest continue to grow wealthier while many individuals can’t even access basic necessities like food. Today also is the start of an economic boycott of these big businesses, a call to action that encourages folks to stop spending with them, especially as they disregard everything from equitable pay, to investments in equity, to immigrant safety, to climate change.
Reinvesting that money in businesses that align with our values, especially those that are small or locally owned, is also essential. Tomorrow is Small Business Saturday, a day started in 2010 by American Express that encourages individuals to shop at local companies. Still firmly rooted in capitalism and benefiting the economy (as well as the massive bank holding company that has trademarked the day), the initiative is increasingly important to combat these big corporations and redistribute wealth. What small businesses can’t offer in discounts due to small (or nonexistent) profit margins, they make up for with local community investments. They, unlike the Amazons or Targets, depend on every single sale.
Conscious consumerism encourages all of us to be aware of where our money is going, and make choices that align with our ethics, values, and individual circumstances. And in the past year alone we’ve seen the power of economic boycotts and reinvesting in companies that have made clear, proven commitments to bettering our society.
In today’s newsletter, we’re taking a look at why exactly supporting indies is important for our local communities, especially during the holiday season, and how everyone, no matter our budget or other accessibility concerns, can play a role.
A Deeper Look
In their 2022 report “Unfulfilled,” the American Booksellers Association (ABA) looked at the exact impact shopping small has on local communities compared to chains or big corporations. They considered the advantage to local employment, profit, supply chains, and charitable contributions. In their research, they found :
“Approximately 29% of all revenue at independent bookstores immediately recirculates in the local economy. This translates to a local impact advantage of 109% [over] that of chain competitor Barnes & Noble, and a massive 405% local impact advantage over Amazon.”
While many readers recognize the negative effect Amazon has on indies in their eagerness to monopolize the book market and beyond, specifically forced closure, many are less aware of Barnes & Noble’s impact. The company may not be as large as Amazon, but the ABA’s report demonstrates that our dollars still go much further when we support an indie over the chain. (This is in addition to the company being problematic for many reasons, including predatory behavior that has directly forced indies to close and being backed by a hedge fund owned by a billionaire who donated to Trump’s campaign and a pro-Israel lobbyist organization.)
Studies have also shown how big businesses not only hire less than small businesses during recessions, but also lead to less employee earnings. This is, of course, unsurprising as corporations value profits over all else (just take the recently leaked Amazon memo that shows the company’s plans to replace 600,000 employees with robots).
In 2013, just a few years after the first official Small Business Saturday took place, the ABA launched Indies First. Held in conjunction with Small Business Saturday, Indies First encourages individuals to support their independent bookstore throughout the holiday season.
During a time of year when individuals are making even more shopping choices than usual, choosing to shop at our indie bookstores is all the more important. In fact, almost 25% of all annual book sales happen during November and December, and with indies often operating at a 2-3% profit margin, selling even just a handful more or less books than “needed” can make all the difference.
In reply to our recent Instagram post on the topic, Fatuma, founder of Tuma’s Books, an online independent bookstore, replied:
“If you buy the new candles I have stocked, 50% will go back to the business owner (who is also in NYC) for restocks. Additional 5% added to my Free Diverse Reads funds to give away free books to kids. The other 45% helps pay for my website, shipping costs, other materials, and paying myself. I pay myself only about 15% right now. And some months can’t afford it. Everything else goes back into the business.”
Our support is required for indie bookstores to keep their doors open into the new year and beyond. It’s on us to show up for them the same way they so often show up for us and our community by paying their taxes, employing our neighbors, donating to local charities, building mutual aid, and providing business to other local companies. When we support them, they can support us, and the cycle repeats. Together, we actively build a better community, combat monopolies, and fight against extreme wealth.
Ways to Respond
We’re likely all familiar by now with the routine ways to support our indie bookstores, including shopping from them in person or directly from them online (which is how they make the most revenue off your purchase). We love using Libro.fm’s map to help locate indie bookstores nearby, wherever we are.
During the holiday season, there are even more ways we can get creative with our gifting, all while shopping small. How else can we help these stores keep the lights on?
Grab gift cards to your indie for friends and family. Whether they spend it on books, or other items offered by the store, the support remains the same.
If we’re unable to visit our bookstore in person and they don’t have an online store, check out Amazon alternative Bookshop.org. The site also offers ebooks to purchase through your indie.
Giving gift cards to Bookshop.org is also a great option.
Audiobook lovers can support indies via Libro.fm. You can purchase audiobooks à la carte, via “credit bundles,” or a monthly membership.
Audiobook gifts can also be sent.
Let those purchasing gifts for you know what you’d love from your indie.
Don’t have money to spend? That’s okay and understandable! We can show up for these indies in other ways, including:
Following, engaging, and amplifying them on social media.
Leaving a positive Google/Yelp review of the indies we visit.
Thanking our booksellers for all they do.
And remember—many indies sell way more than just books, making shopping with all budgets more accessible. You can often find board games, puzzles, stickers, pencils and pens, notebooks, and plenty more on their shelves.
Final Musings
The holiday season is often overwhelming, especially with its focus on consumerism. Most of us don’t have a budget to throw around, meaning every purchase we make is carefully planned. And while in the short term, sales seem to promise the most benefits, overtime, it’s shopping small that improves our communities the most. Ultimately, all of us have our own decisions to make based on our individual situations. As long as we’re practicing conscious consumerism, that’s what matters.
Don’t forget! If you participated in our Readership Challenge this year, make sure to complete the form to receive your prize. We also have bookish prints available, profits from which go to For the Gworls and We Need Diverse Books.
Instead of our usual two newsletters next month, we’ll be sharing just one at the end of December. In the meantime, make sure to check out our free downloads (wallpapers, templates, and more) and our exclusive downloads for newsletter subscribers (with password newsletterdownloads). If you have any questions, comments, or concerns, don’t hesitate to get in touch via email, the comments below, or Instagram DM.
Xx,
ad astra