The trend of personalizing the experience at independent bookstores

Faced with competition from online platforms, independent bookstores are finding their own way to attract readers. Accordingly, many bookstores in the US are implementing personalized experiences with creative content that is loved by readers. Purchasing power at independent bookstores is also gradually recovering.

The cat at Wild Rumpus Books.

One of the popular methods of attracting readers to bookstores in the past 3 years is Blind date with a book. Accordingly, readers buy books in a similar way to opening a blind bag because the books are wrapped like gifts. On each paper cover are a few suggestive lines, which may or may not be related, to arouse curiosity for customers to choose and buy.

This trend originated from the creativity of Strand bookstore in New York (USA). They wrapped books as gifts for customers on Valentine's Day 2022, surprisingly this created a new attraction for the bookstore. Books placed in the Blind date with a book area are always in high demand. According to experts, readers are attracted because they like the feeling of someone choosing something unexpected for them. Until now, Blind date with a book is still loved and spread in many bookstores, becoming a highlight to attract customers to the store instead of buying online.

In the US, many independent bookstores make their mark with unique creativity to attract readers. For example, Wild Rumpus Books in Minneapolis attracts customers with special "employees". When entering Wild Rumpus Books, customers will be surprised by the "employees" who are animals, from cats, cockatiels to chinchillas or fish in the swimming pool. Each animal has its own name and role, such as the two mice named Newbery and Caldecott, named after two literary awards. Anna Hersh, co-owner of Wild Rumpus Books, said: "We attract a lot of readers, many of whom come here just to see the familiar animals in the store."

Accordingly, there are many bookstores in the US that apply the pet model to connect with customers, such as Powell's Books, Read Rose... The methods are also diverse, from combining book sales with cat adoption, to organizing birthday parties for animals, or letting dogs befriend children who are learning to read. Each model brings customers different experiences, in which the emotional element is a connection that the internet can hardly do. With these methods, independent bookstores create their own attraction and have a good recovery. The American Booksellers Association recorded 2,433 members in 2025, an increase of 255 compared to the previous year. There are 192 more bookstores in the preparation stage.

Bookstores are constantly innovating new ways and models to attract readers to their stores. For example, Lovestruck Books has partnered with a local coffee brand to build a product line that leans towards the romance novel market that this unit sells. Accordingly, Lovestruck Books created 3 spaces: a book counter, a drink counter and a reading area connected into one block so that customers can buy books, chat together, and enjoy specially created drinks. Meanwhile, Wonderland Books combines book sales with special events. Wonderland Books has a theme wall, groups of readers can spend 2,000 USD to have their names recorded on the theme wall, gifts and the right to attend private book selection events. In fact, such personal and emotional experiences are often only found in bookstores and this is the key for independent bookstores to survive in the modern online market.

BAO LAM (Synthesized from Nytimes, Strait Times)

Source: https://baocantho.com.vn/xu-huong-ca-nhan-hoa-trai-nghiem-o-cac-hieu-sach-doc-lap-a191782.html