By Michele Mathews
A few years ago, it seemed like indie bookstores and small presses were fighting a losing battle. With the rise of Amazon, big-box retailers, and the dominance of major publishing houses, independent bookselling and publishing felt more like a labor of love than a viable business.
But against all odds, indie bookstores and small presses aren’t just surviving—they’re thriving today.
So, what changed? The pandemic altered the way we shop, read, and choose who to support. While chain stores struggled with supply chain issues and corporate policies, indie bookstores quickly pivoted. They began offering local delivery, curated book boxes, and personalized recommendations. Readers took notice—and they stuck around. According to the American Booksellers Association (ABA), the number of independent bookstores in the U.S. has grown in recent years, with over 2,400 now open. The established bookstores are expanding, too.
The same goes for small presses. More readers are actively seeking out unique, diverse voices that the Big Five publishers often overlook. And small presses? They’re stepping up to meet that demand.
Small Presses and the Power of Niche
Traditional publishing often plays a numbers game. To justify investments, they need books that will sell in huge quantities, meaning they stick with proven authors and mainstream appeal. But small presses have the freedom to take risks.
Take Tin House, for example. They started as a literary magazine before evolving into an indie press that consistently publishes groundbreaking fiction and nonfiction. Or look at Red Hen Press, which began to help authors overlooked by large publishers and gives back to the community through their Writing in the Schools program.
Small presses do something traditional publishers often can’t: They build real relationships with their readers. Many operate direct-to-consumer models, selling books through their websites, social media, or subscription services. This connection fosters community and loyalty in ways that big publishers rarely achieve.
The Rise of Hybrid Publishing and Author Collaborations
Another key factor in the success of small presses is hybrid publishing. This model blends traditional and self-publishing approaches, allowing authors more creative control while still benefiting from professional editorial, design, and marketing support. Many indie publishers have embraced this model, giving emerging authors a platform while maintaining high-quality standards.
Crowdfunding has also played a major role in this transformation. Platforms like Kickstarter enable small presses and authors to fund projects directly through reader support. In turn, readers feel invested in the books they help bring to life. It’s a win-win situation, reinforcing the idea that independent publishing is as much about community as it is about commerce.
Indie Bookstores: More Than Just a Place to Buy Books
If you think indie bookstores are just smaller versions of Barnes & Noble, think again. These spaces have transformed into community hubs, offering far more than a place to pick up your next read.
Many indie bookstores now host author readings, themed book clubs, and writing workshops. They also support local authors, featuring their books and organizing in-store signings. This approach helps new and diverse voices find an audience in ways that large retailers often overlook. For example, Fables and Fairy Tales in Indiana hosts at least one book club a week, with activities for children and adults and book signings for local authors. The Rose Romance Bookstore, which opened last year, sells only romance books and related merchandise, while also hosting local author signings.
Beyond the in-store experience, indie bookstores have adapted to digital spaces, strengthening their reach. Online bookshop platforms, social media engagement, and creative marketing have helped local shops connect with a broader audience.
One major advantage indie bookstores have over online retailers is their ability to curate selections and hand-pick books. Unlike algorithms that push bestsellers or trending titles, indie booksellers offer personalized recommendations based on deep knowledge of their inventory and customer preferences. And let’s not forget Bookshop.org, which allows customers to buy books online while supporting independent stores—a game-changer for many small businesses.
The Digital and Social Media Boost
You can’t talk about the rise of indie bookstores and small presses without mentioning the social media phenomenon that has fueled their growth: BookTok. TikTok’s book-loving community has skyrocketed book sales, particularly for indie and backlist titles that might have otherwise gone unnoticed. Bookstore owners have embraced the trend, using TikTok and Instagram to highlight staff picks and new releases, as well as connect with readers in real time. Some small presses have even built entire marketing strategies around influencer partnerships to reach highly engaged niche audiences.
It’s not just TikTok, though. Many small presses and bookstores have mastered the art of email newsletters, subscriptions, and online book clubs. The more personal and interactive the experience, the more readers want to be part of it.
Challenges and the Future
Running a bookstore or small press is no easy feat. They still face high operational costs, supply chain disruptions, and stiff competition from major retailers. Small presses often struggle with distribution, making it harder for their books to land in front of mainstream readers. And Amazon’s pricing remains a threat.
However, some indie bookstores and publishers have found creative ways to navigate these hurdles. Cooperative models, where small presses and bookstores collaborate on distribution, have emerged as an alternative. Community-funded initiatives and nonprofit bookstore models are also gaining traction.
Despite these challenges, the future looks hopeful. More than ever, readers value authenticity, connection, and diversity in their book-buying experiences. Indie bookstores and small presses are uniquely positioned to provide just that.
So, What Can You Do?
If you love books and want to see indie bookstores and small presses continue to thrive, the best thing you can do is support them. Buy from your local bookstore instead of defaulting to Amazon. Follow small presses on social media and subscribe to their newsletters. Attend author events, join a book club, or spread the word about an indie book you love.
Indie bookstores and small presses succeed because readers choose to support them. And that choice? It makes all the difference. So, what’s the best indie bookstore or small press book you’ve discovered lately?
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Check out the the Spring 2025 Issue: Genres in Bloom.