How Authors Can Ride the Wave of Brick-and-Mortar Bookstore Resurgence
In the world of self-publishing, all authors spend a significant amount of time focusing on marketing their books on Amazon, researching proper keywords, and looking for proper marketing strategies to ensure they can climb the ranks and get their books in the hands of readers looking for the next great book to read. This became especially prevalent when the global pandemic brought the world to a standstill, making online marketplaces a go-to for potential audiences.
The Bookstore Resurgence
After COVID-19 shuttered many businesses, the publishing industry faced uncertainty about the future of physical bookstores. Contrary to expectations, bookstores have not only survived but are thriving. The revival of brick-and-mortar book retailers began in 2022, with the New York Times reporting a notable increase in new bookstores, contributing to a more diverse market. This unexpected comeback was primarily driven by a renewed appetite for authentic, personal interactions in the book-buying experience. Readers expressed a strong desire for "real recommendations from real people," highlighting the unique value that in-person bookselling provides.
The industry's recovery has been remarkably swift. As of February 2024, market research paints an optimistic picture, estimating that bookstores will generate about $34.3 billion in revenue. This represents a growth of approximately 1.7% over the last five years, a figure made more impressive considering the significant disruptions caused by the pandemic. While bookstores experienced a sharp decline in sales during the height of COVID-19 restrictions, they've witnessed an equally dramatic upswing as stores reopened and readers eagerly returned to the aisles. This resilience underscores the enduring appeal of physical bookstores and their important role in the literary ecosystem.
Tips for Self-Published Authors to Capitalize on Bookstores
For self-published authors looking to tap into this resurgent market, consider the following strategies:
Utilize IngramSpark: Ensuring your book is available through IngramSpark can increase its chances of reaching physical shelves.
Engage with Local Bookstores:
Inquire about carrying your book;
Propose book signing events;
Build relationships with store owners and staff.
Target Mission-Driven Bookstores: Some stores focus on themes or causes (e.g., LGBTQ+ content, mental health awareness, social justice). If your book aligns with these missions, it may have a better chance of being featured.
Encourage Staff Reviews: Bookstore employees often write reviews for featured books. These personal recommendations can significantly influence potential readers.
The return of bookstores presents a valuable opportunity for self-published authors to expand their reach beyond online platforms. Combining digital marketing strategies with efforts to get your book on physical shelves can maximize your potential audience and sales.
If you want to get your book in the hands of readers shopping at bookstores and aren’t sure where to begin, PRESStinely is here to help. Visit PRESStinely.com to schedule a complimentary discovery call and help get your book out into the world today.
Kristen & Maira
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