This Valentine's Day, skip the fleeting gifts and give something lasting.... Because nothing says love like a year of great books.
--Shakespeare and Company, Paris, France
There are stats: For 2025, the National Retail Federation estimates that American consumers will spend a record $27.5 billion for Valentine's Day, up slightly from last year ($25.8 billion). Individual shoppers plan to spend $188.81, also up from 2024 ($185.81).
A survey by WalletHub, however, found that 39% of Americans believe inflation is affecting their Valentine's Day plans, with 34% of respondents saying they didn't expect their Valentine to spend any money on a gift this year.
For indie booksellers, Valentine's Day is kind of the perfect blend of emotion and commerce. If that sounds unromantic, I'd argue that bookstores are, and always have been, a romantic destination. The marketing and selling of books and other items isn't always the point.
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| Bookstore proposal at San Marco Books | |
Take bookshop marriage proposals, for example. We often highlight them in Shelf Awareness, and their popularity seems to be growing. Just a couple days ago, San Marco Bookstore, Jacksonville, Fla., posted on Facebook; "We LOVE love, and we LOVE books, so this story will never get old! Last spring, Ernest approached us about a romantic proposal to his girlfriend, Mellanease. When we heard the details, and that it involved a copy of Pride and Prejudice, how could we say no?!"
The Florida Times-Union just revisited that magical, bookish love story in a Valentine' Day feature on the couple. "Ernest Crosby proposed to his now wife, Mellanease, at San Marco Books, using two copies of Jane Austen's Pride and Prejudice. One opened up to reveal pages that had been turned into two hearts. The other opened up to pages that said: Marry Me." The bookstore's staff was there for every step of the proposal, including playing the right music at the right moment. The couple got married last fall.
Of course, a bookseller's gotta make a living, and selling books is top of their wishlist. One trend that is a perfect love match for this particular holiday is the ongoing proliferation of specialized romance bookstores. Just this week I've seen headlines in Fast Company ("Why America is falling in love with romance bookstores") and the Conversation ("Romance bookstores are booming in Australia and worldwide--and fans are lining up for love") highlighting the wave. Flutter Romance Bookstore, Austin, Tex., is actually hosting its grand opening today.
Most indie booksellers have ramped up their romance book game in recent years, which makes Valentine's Day 2025 particularly abundant with bookish love options, including:
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| At Morgenstern Books, Bloomington, Ind. | |
Blind Dates with Books
Hooked, Lansing, Mich.: "Before and after pics of our blind date book tower. Thanks to our amazing team who put this all together and thanks everyone who joined us for the Lovely Boozy Book Fair last night!! We had our biggest day ever at Hooked and enjoyed meeting so many new folks."
Búho Books, Brownsville, Tex.: "JACKIE HAS OUTDONE HERSELF YET AGAIN! February's batch of Blind Dates with a Book coincides neatly with the week of Valentines Day to give us these gorgeously wrapped books with a romantic flavor."
Gramercy Books, Bexley, Ohio: "Ready to take a chance on love?... We've been hard at work picking out potential suitors, from young adult to mature romance, from no spice to five alarm chili, and every trope under the sun! Who's stopping by this weekend for a blind date?"
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| At Highland Books | |
Highland Books, Brevard, N.C.: "Don't judge a book by its cover... pick one on personality alone! Our Blind Date with a Book is a great way to surprise a friend or yourself."
Galentine's Day
Werner Books & Coffee, Erie, Pa.: "We had a BLAST celebrating Galentine's with all of you! Thank you for showing up, supporting local, and enjoying a day with your gals!"
Flowers
Kindred and Co., Post Falls, idaho : "February 14th. Free mini bouquets. Bring your valentines and come celebrate the month of love with us!"
Wandering Raccoon Books, Grimes, Iowa: "Our Galentine's Day DIY Book Bouquet class is HAPPENING NOW and talk about GORGEOUS. The flowers, the attendees, everything--stunning."
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| At Paper Places Bookshop | |
Paper Places Bookshop, Jasper, Ala.: "Wednesday is the final deadline to purchase a book bouquet for your Valentine! They will be available for pick-up Friday! Message us today to secure yours!"
Displays
Bristol Bookstore, Bristol, Pa.: "Romance in the window."
Novel Bay Booksellers, Sturgeon Bay, Wis.: "We are getting some serious LOVE for our fun Valentines window!"
Square Books, Oxford, Miss.: "Share the Love, Shop Local!... Have you gotten a little something for your loved ones yet?"
Kids
Theodore's Books, Oyster Bay, N.Y.: "Valentine's Day is the perfect time to share stories about love, friendship, and kindness with the little bookworm in your life! Stop by Theodore's Books to pick up a love-filled read for your tiny Valentine!"
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| At Dorothy Jane Booksellers, Foley, Ala. | |
Alternatives
BookPeople, Austin, Tex.: "Join Austin Animal Center at BookPeople to meet your forever Valentine, learn about their programs, and chat about how you can make a difference for animals in need. We'll be hosting this dog adoption event on February 15th from 11AM to 2PM right in front of our doors. See y'all then!"
Odyssey Bookstore, Ithaca, N.Y.: "You know what they say, love is strange. Our February Read Indies feature is a valentine to love in its many forms. These are love letters to romance, friendship, sisterhood, and those who may no longer be with us. Celebrate whichever February vibe feels most you, whether you're ready to satisfy a sweet tooth with tender odes or dive into an anti-valentine."