Sales at Vroman's Bookstore, Pasadena, Calif., are down 40% this year, "a level which cannot sustain our business," chairman Joel Sheldon wrote in a letter to customers quoted in Pasadena Now. "The next few months will determine the future of Vroman's." Vroman's also owns Book Soup in West Hollywood.
"As you can imagine, the past few months have been the most difficult in Vroman's 126-year history," Sheldon wrote. "We survived the advent of national brick and mortar competitors over the years and the development of online behemoths. But like virtually every retailer in the last six months--large and small--we are struggling as never before."
He continued: "It is critical now that our sales volumes return to much higher levels for us to stay open. Up until now, I have resisted asking for community support--it's a very humbling experience. But it is now time."
Sheldon suggested customers shop for books and gifts at Vroman's, encourage others to do the same, and shop early in the season--October and November rather than December--and early in the day--on weekday mornings rather than busier weekday afternoons and weekends.
Already one Vroman's fan has created a GoFundMe campaign, aiming to raise $100,000 to help the store. Marianne Polonsky, who said she was happy to hand over administration of the campaign to Vroman's, wrote in part that Vroman's "has always been part of our community, spanning three centuries and two millennia. It has brought joy and discoveries to generations of Pasadenans and Angelenos. Vroman's was there for me when I needed a book, or advice and recommendations on a topic as a student. It was there for me on rainy days when I needed to take my toddler to a dry welcoming place, letting me read to her for hours sitting on the big stuffed bear or on those little chairs she adored so much. It has brought us Story Hour with Mr Steve, free conferences with fascinating authors, and a place to look for that unique holiday or birthday gift for the friend who has everything. Vroman's is our heart and we need to keep it beating. It has survived the internet craze but the virus may ring its death knoll if we don't rise to save it. It's our turn to help Vroman's. Please give as you can so we can keep The Bookstore for generations to come and at least another century."