Booksellers Prepare for an Uncertain Q4, Part 2
Last week, Shelf Awareness talked to independent booksellers and ABA CEO Allison Hill about preparations for the upcoming holiday season. Featured here are the perspectives of three more indie booksellers.
"I'm going to separate how I feel about the world from how I feel about the business," said Nina Barrett, owner of Bookends & Beginnings in Evanston, Ill. "Of course I'm frightened about the state of things, but I don't feel specifically anxious about the holiday season."
For the most part, Barrett is treating this year "like any other holiday season," with the one notable exception being that she's adding a coupon to the holiday catalog, which she has never done before. The beginning of last year's holiday season, Barrett explained, was so slow that it was "downright alarming," and with that in mind, she's placed a coupon in the catalog that is valid only from November 1-26. The coupon is good for $10 off and a free tote bag with a purchase of $100 or more, and she hopes it spurs some early shopping.
Asked about what she's heard from publisher reps, Barrett said that some reps were "more pointed than others" about highlighting which books will be "one-shot." The idea that there may be only one shipment of a given title has become a standard part of her holiday planning, which she said was not quite the case prior to the pandemic. It's something "we've gotten used to."
Touching on sidelines, Barrett said she has seen messages coming in from vendors about increased prices. While she hasn't felt much of an impact related to it this year, she is concerned about prices continuing to rise in 2026. Gifts and nonbook items are part of the store's identity, Barrett continued, and "we feel we have to have those things."
The bookstore is doing well this year, Barrett reported, partly because of the opening of Middles Used Books, a sister store focused on used titles, and partly because of a concerted effort to encourage customers to pay with cash.
She and her team have "put up signs everywhere" asking customers to pay cash and made it part of the "checkout conversation." It's gone well so far, Barret said, and "cash is up 125%" from last year. She noted that even if a customer doesn't have cash that day, "maybe next time they'll remember."
During her time as a bookseller, Barrett recalled, she's seen that "whatever the general economy is doing," the same things are not necessarily mirrored in store. Part of that, she said, can be attributed to how independent bookstores are places of comfort and refuge for people. That said, it "continues to be really important to talk to customers about why we're here and why we're different, why it's worth supporting what we're doing."
Tom Nissley, owner of Phinney Books in Seattle, Wash., said he hasn't taken a markedly different approach to fall buying this year. The store has had a "very healthy year so far," he added, and the fall new releases look strong. He has heard the "usual warnings" from publishers about titles "where reprints might be tricky," but otherwise he has not heard many other supply-chain warnings, at least for books.
From sidelines suppliers, however, Nissley and his team have heard "warnings about tariffs and supply-chain issues." He has tried to stock up a bit to prepare, but "sidelines are not a huge part of our business."
Nissley said his short-term outlook for the store is "very good," explaining that Phinney Books has had nearly its "strongest year ever" and "our neighborhood and city are in daily good shape." His main concern is "for the medium- and long-term, both economically and politically," and he is also concerned about the "destruction of our intellectual life" that could stem from right-wing attacks on universities and cultural institutions as well as the "dismantling and automation of general book discussion."
Phinney Books is often "cushioned here against those effects" and, to some extent, the worse things get, the more customers and community members seek out the store as a "thoughtful, un-automated oasis." But he wondered whether that can last indefinitely.
Nick Buzanski, general manager and buyer at Books Are Magic, which has two stores in Brooklyn, N.Y., reported that the approach to holiday ordering hasn't shifted in a major way. While things are more expensive and tariffs certainly don't help, costs have been rising for a few years already. As he put it, "costs since Covid have gone up and stayed up," and when something does go up in price, it's not always clear if it's due to tariffs.
When it comes to buying generally, the store is putting more emphasis "on titles we're really passionate about" and that the staff knows will sell, rather than necessarily going with everything publishers are strongly pushing. Buzanski noted that during the pandemic and through about 2023, there was usually a push to "buy heavy," especially on "giftier, full-color books." This year, he hasn't received that message.
On the subject of nonbook items, Buzanski explained that Books Are Magic doesn't do a lot of sidelines that "aren't our branded merchandise," and much of that is made in the U.S. Some items have gotten more expensive, and some companies have changed their order models, but "nobody's saying specifically" that it's due to tariffs.
Asked about his general outlook for the end of the year, Buzanski said "cautiously optimistic would be where I'm at." Compared to some recent years, he said he feels that fall releases are "lacking some of those big-name books," but when that happens, "you just have to shift and handsell the books people might not know but you're passionate about."
He added that the store has a "really big event season booked" and has a significant preorder campaign going for Something from Nothing (Clarkson Potter), the new cookbook from Alison Roman, who is a local author. The store is also launching a first editions club this fall, featuring new titles chosen by author and store co-owner Emma Straub. It will debut in October with Lily King's next book, Heart the Lover (Grove), and as of July, already had more than 360 preorders.
Buzanski hopes the end of the year is strong for everyone, since it's "been a year already, you know," and he thinks booksellers will be able to accomplish a lot by "being kind to people and selling good books." --Alex Mutter