Independent Bookstores of New England Are Facing the Pandemic Head-On
By Tori Merkle
The Covid-19 pandemic has affected our world in innumerable ways, and independent bookstores have not been spared. On one hand, more people are staying in and reading. But closing doors for a few months has not been easy for all independent bookstores, many of which were already struggling to compete with major retailers.
Unfortunately, some treasured bookstores in New England have joined the large sum of small businesses that haven’t made it through. Sherman’s of Camden is among them, though they are relieved to leave behind another thriving bookstore, Owl & Turtle, which we have featured on Brilliant Light Publishing.
“Some of the towns, if we close, we would feel really bad because we believe in how important those bookstores are to the downtowns, and to the towns generally.” - Jeff Curtis, owner of Sherman’s Books & Stationary, on Penobscot Bay Pilot
We have also lost I AM Books, an Italian bookstore in Boston; Nubble Books in Biddeford, Maine; Book Outlet in North Hampton, New Hampshire; Annie’s Book Stop in Plainville, Massachusetts; and That Book Store in Wethersfield, Connecticut.
Though these closures are saddening, there have been some success stories. Frugal Bookstore, a black-owned bookstore in Boston, recovered from halted business thanks to a GoFundMe. Indie bookstores are also steadily fighting to stay in business, many of them now open with necessary adjustments and finding creative ways to operate in the era of Covid-19.
Many bookstores, for example, have created or amped up systems for remote orders. One such system is Bookshop, an online bookstore that supports indie bookstores by donating profits and enabling them to have their own online space. Along with increased online shopping comes increased online presence, and stores have taken that to heart, as well. They are becoming more active on social media and using newsletters like this one at Bartleby’s Wilmington and this one on at Bear Pond Books to provide regular updates and stay engaged with customers.
Author readings and book launches, too, have been altered to fit into our new reality. Independent bookstores are hosting these events online, and enabling online registration via Eventbrite, Crowdcast, Zoom, and other services. While these events won’t feel the same as seeing an author at your local bookstore, they do enable readers and fans to tune in from anywhere. Many virtual readings and talks are free to attend, and feature bestselling authors and exciting new indie books alike. These changes may actually boost event attendance, a win-win-win for authors, bookstores, and the readers that love them.
Check out our Events page for some great options, or go to your favorite bookstore’s website and see what they have scheduled.
In addition to expanding their online presences, stores have instituted curbside pickup, shopping by appointment, and delivery to stay in business and help customers acquire much-needed quarantine reads. The upside to that? When you schedule a shopping appointment, you may have your favorite bookstore all to yourself for your allotted time. Even without appointments, limited store capacities offer a quiet, intimate atmosphere for you to browse and find your next read.
Stores have also recognized that the situation is a moving target: depending on how the pandemic evolves in their locale, stores have had to adjust their strategies. For example, Bear Pond Books in Montpelier, Vermont instituted backdoor pickup, local delivery, and free shipping as needed. For a time, pickup orders were the best tactic, but as case numbers increased, delivery became the safer alternative. Throughout the entire process, stores like Bear Pond have been excellent at remaining adaptive and figuring out how to serve their communities of booklovers.
See this post here.
Now, as many stores are opening again, bookstores have come up with innovative ways to engage with their visitors safely in person. For example, Brookline Booksmith in Boston, MA has put a lot of effort into making in-person shopping a safe and enjoyable experience. They have created a window for book pickups and reworked the layout of their store to provide more space for their flow of customers. Red arrows on the floor indicate which way shoppers should walk down each aisle, reducing cramped spaces and close passes. Like many stores, the bookshop has also added stickers to designate where customers should stand in the checkout line.
Photo by Tori Merkle
Photo by Tori Merkle
As a successful and beloved independent bookstore in the heart of Coolidge Corner, Brookline Booksmith was fortunate to be able to take these safety precautions further by expanding their space. They acquired the vacated storefront nearby, which used to hold a Verizon store, and set up another wing. The door, on the other side of the Dependable Cleaners, is exit-only, creating a one-way flow of foot traffic through the store. They have moved their registers to the new space to reduce crowding around the store entrance, where the registers used to be. The old registers are now an information desk, where staff members greet customers and tell them about the changes to the store.
Photo by Tori Merkle
Previously the checkout counter, this is now an information counter.
Photo by Tori Merkle
The new wing, including new shelves and registers protected by plexiglass.
Photo by Tori Merkle
Brookline Booksmith expansion, outside view. Original store to the right of the cleaners, new wing to the left.
Though not all independent bookstores have the resources to do as much as this Boston favorite has, it is heartening to see how so many stores have adapted to fit the needs of this new “normal.” Bookstores have really connected with their communities and worked out new ways to stay operational—means of functioning that are now tested, improved upon, and in their toolkit, should there be a second or third wave that demands readjusting.
