Independent bookstores are proving that niche may be a standout strategy. From romance to science fiction, genre-specific shops are turning specialized interests into retail opportunities.
Overall, the number of independent bookstores is on the rise. Last year, over 600 new, independent book shops opened across the U.S., an 87% increase year over year, according to the American Booksellers Association.
“Bookstores offer an alternative to online algorithms, multi-billion dollar investment companies, and cookie cutter neighborhoods,” the association wrote in its latest annual report. “They offer authentic shopping experiences that align with customer values with an emphasis on community.”
But going deep on a subject matter may also give indie retailers a way to stand out against big-box stores.
“A small store can't win on selection or price anymore,” Joel Goldstein, president of Mr. Checkout Distributors, said in emailed comments. “A general independent bookstore competes with Amazon on every title. A romance or horror shop competes on one shelf and can go deeper on it than anyone else. Specializing is how a small store turns its size into an advantage.”
A city that exemplifies the rise of independent, genre-based bookstores is Chicago, which is a top market for readers, according to Placer.ai.
The city has seen an over 11% increase in bookstore visits year over year, and, in August, hosted its biggest Independent Bookstore Day on record with over 80 locations participating.
Here are some of the ways genre-based book retailers are winning over their big-box counterparts — along with a genre-based book crawl to try in Chicago.
The in-store experience
Americans are increasingly searching for third spaces, places to belong outside of their homes and work. That can come in the form of coffee shops, bars and retail stores, according to a new report from AlixPartners.
Shoppers progressively feel ownership in-store, and retail has been stoking that feeling of being involved, primarily through consumer participation in operations.
Consumers have been “trained as a para-store associate” by retailers, per AlixPartners. Tasks like buy online, pick up in store, screens where shoppers can request items in stores, inventory search engines, scan-and-go tech and self-checkout have had an impact on expectations.
“Genre-focused bookstores allow us to walk into a bookstore and we know we are going to feel at home and comforted."
Morgann Book
Co-founder, Bookish Media
Shoppers are therefore placing high importance on the retail basics of access and service, including stock availability, stores that are clean and easy to navigate and the ability to find someone in-store who can help. Meanwhile, consumers are increasingly tuning out tech advancements like virtual try-on and in-store tech, per AlixPartners.
Independent stores are poised to excel in those areas shoppers are prioritizing. Genre shops are personal, tend to be organized and run lean — often due to their small square footage — and are deliberately curated by their owners, according to experts.
“Genre-focused bookstores allow us to walk into a bookstore and we know we are going to feel at home and comforted,” Morgann Book said in an interview with Retail Dive. Book (yes, that’s her real last name), is the co-founder of a media and production company called Bookish Media where she hosts the “Off The Shelf” podcast, writes a weekly newsletter called Well Read and is currently working on romance novel adaptations.
“I’ve been to so many romance bookstores, and everyone who works there reads romance. They love romance,” Book said. “They can help you find something if you say ‘I want this trope set in this time with this amount of pages.’”
Shoppers want to gain recommendations from someone who has read the book.
“An algorithm tells you what sold, and a shop owner who lives in the genre tells you what's good,” Goldstein said.
Community, connection and the influence of BookTok
Genre-based book stores are often embedded in neighborhoods. Many hold author events, are gathering places for playing games, house information about community resources, feature artwork by local artists and have themed movie and music nights.
“Bookstores have seen a renewed consumer interest as people look to increase their participation in hobbies and other social activities,” Elizabeth Lafontaine, director of research at Placer.ai, said in emailed comments. “In person and digital book clubs are on the rise, and shoppers are looking to connect with those around them more meaningfully.”
People are finding communities built around genres online, and want a physical place that matches, according to Goldstein.
“The demand got organized online first, and the stores followed it,” he said.
The rise of BookTok has played into the development of genre-based communities. The specialized corner of TikTok is where creators discuss books, provide recommendations and reviews, discuss literary trends and record reactions to what they are reading.
“BookTok is a huge driver in what people are reading,” Book said. “BookTok has curated people’s reading recommendations, and what they’re picking up and what they don’t pick up.”
TikTok, Instagram and Discord have made book genres more prominent, according to experts.
“Let’s face it. Traditionally, specific genre-lovers were kind of looked down on. Horror, romance or fantasy were seen as ‘not serious’ literature,” Marty Bauer, e-commerce and retail expert at Omnisend, said in emailed comments. “People are now pushing back on this snobbery and enjoying themselves guilt-free.”
Subcultures can become part of personal identity, and genre-specific bookstores are spaces that embrace those identities, Bauer said.
“It’s as much a space to socialize as it is to buy books,” he said.
Romance-specific bookstores can appeal to groups that make pilgrimages to locations, according to Book.
“You’re creating an experience that women can go with their friends and make it an outing,” Book said. “Go to a romance bookstore, and sometimes there’s a fun mirror and they can take photos. That is what sometimes Gen Z women want to do. They want to have an experience.”
Chicago's diverse neighborhoods and communities, along with a passionate reader base, make it the perfect city to support genre-based bookstores. This selection — although not comprehensive — can be used as fodder for a Chicago genre book crawl. The below shops demonstrate how a literary niche can become a retail destination.
A Chicago genre-based book crawl
The Understudy
Actors and theater enthusiasts can find a home at The Understudy in Andersonville. The bookstore features over 3,500 plays, technique books, fiction and books devoted to creativity, wellness and justice. The cafe offers coffee along with black, white, green, oolong and herbal teas and seasonal specialty drinks.
The store also has merch with the company’s owl logo and on-theme stickers, T-shirts and tote bags.
The Understudy also holds events including concerts, meetups, play readings, concerts and drag performances.
Quimby’s
Zines date back to the 1930s, but became more popular and widely available in the 1970s following the invention of the copy machine. The basis of the artform is DIY, and independently published, with many containing hand-drawn illustrations or typography.
Quimby’s in the Wicker Park neighborhood is an independently owned bookstore that is full of small-press zines, books, literary magazines and journals, chapbooks and comics. “We favor the unusual, the aberrant, the saucy and the lowbrow,” according to the company.
Events are frequently held at the bookstore, including exhibits, discussion groups, movies and author events. The company also has print and design services, dubbed Quimby’s Ink.
Goblin Market
The two-level Goblin Market in the Lakeview neighborhood features manga, graphic novels, comics, sci-fi, fantasy, horror and an extensive LGBTQ+ selection. The store also offers board games, collectible card games and gaming accessories.
“We’re not just a store; we are a community-driven space that celebrates the magic of storytelling and diversity,” according to the company.
The downstairs has a couch, table and chairs perfect for game play. It also has a mutual aid shelf that includes products like whistles, hand warmers, pregnancy test strips, COVID tests, tooth brushes, sanitary products and dog food. Guests are encouraged to leave new and sealed items or to take what they need.
Partners in Crime
Partners in Crime is perfect for shoppers who love both romance and mysteries. The store, which opened this year near Irving Park, sports a (fake) cozy fireplace, a large, colorful mural and even a small kids section.
The store also demonstrates the nuances within its specified genres. Customers will find books under categories including dark romance, sports romance, paranormal romance, vintage mystery, true crime and mystery thrillers.
It’s also a good place to pick up a gift for readers. Products include themed magnets, candles, stickers and post cards.
Bucket O’Blood
Bucket O’Blood in Chicago’s Avondale neighborhood focuses on the horror, sci-fi and fantasy genres. It sells new and used books and horror movies. The store also sells new vinyl with a focus on heavy metal, hardcore and punk.
Bucket O’Blood hosts events including listening parties, screenings and author events.
After 11 years in the space, the store announced this summer that it will not be renewing its lease, which expires at the end of November. The store is exploring possibilities for a new storefront.
AlleyCat Comics
Chicago sports a plethora of comic book shops, but an Andersonville neighborhood favorite might be missed altogether if shoppers aren’t paying attention. AlleyCat Comics is tucked away behind a narrow alleyway off of the main thoroughfare of North Clark Street.
The shop features a wide selection of comics, a little room of witchy products and Tarot cards, manga, sale comics, games, Warhammer figurines and pins.
