Some people are natural door openers. But most are not.
--William H. Whyte, City: Rediscovering the Center
As a book person, I live in a narrow corner of the universe where an unnaturally high percentage of the people I interact with are readers and indie bookstore patrons. For many of them, the simple act of opening a bookshop's front door and walking inside is not an alien experience, even though statistically almost no one in the world opens bookshop doors, ever.
When I was a bookseller, we had endless discussions in meetings about how to get people who hadn't been to the bookstore before to just open the damn front door and come inside--how to project hospitality in order to be of service. That was an evergreen conversation.
Many years ago, I wrote that for bookstore owners, the word "open" has more than one connotation. First, you open your business, and then you hope all of your careful preparations will entice readers to open your front door. The first opening is celebratory; the second an ongoing challenge as long as you own the shop.
I conceded that there are other crucial openings--customers open books that intrigue them and then, ideally, open their wallets--but opening that door, to the physical storefront or online portal, is the crucial first step.
Bookselling isn't a dramatic profession. Often people who envy booksellers do so because they imagine some idyllic little bookshop myth, where the bookseller reads peacefully at a counter, well-fed cat sleeping nearby. And when the little bell over the door rings, gently heralding a customer's arrival, the bookseller looks up casually from their book and welcomes the newcomer to biblioparadise.
As you may have guessed by now, I've been thinking lately about bookstore doors. In fact I've even collected a few social media videos of, well, people opening doors into bookshops.
For example, Quill & Quest Bookstore, Farmington, N.Mex., opened their door as a "welcome to all our new followers!... We sell a wide range of new books across all genres, as well as bookish gifts and accessories. There's also a little cafe in the back serving espresso coffee, loose leaf tea, and more!... Come visit us sometime! There's always something to do at the bookstore."
New bookstore owners love to introduce their shops to the community with video prompts that offer a quick peek inside. Long Dark House in Old Town Alexandria, Va., noted that it was "working hard to get everything together in next few weeks !!... We're building a home for horror, sci-fi, and all the wonderfully strange stories in between, plus events, author visits, book clubs, community gatherings, and more! Follow along here and join our mailing list so you don't miss opening details and everything lurking ahead. Open soon."
"It's a sprint to the end!" Among the Pages, Durant, Okla., posted last month in anticipation of its imminent grand opening celebration.
And the Lost Story Bookshop, Katy, Tex., opened the front door from inside the store to share the excitement of its grand opening celebration: "Women, you mean the world to me. Thank you for showing up & supporting this dream. I can't wait to see what this bookshop holds for all of us!!!"
Doors open for myriad reasons. Cupboard Maker Books, Enola, Pa., used the theme to express gratitude to patrons as it introduced a new section of the bookstore: "We'd like to thank every author, reader, visitor, and cat lover who took the time to sign, write in, or draw in each of the 194 books that form the book arch leading into our new Romantasy & Paranormal section. Now you are all part of our story and Cupboard Maker Books history."
Of course not every day is grand opening day. Many booksellers use opening door videos to offer customers an inside look at what Stacks Book Club, Tucson, Ariz., called a "typical day." Pagdandi Bookstore & Coffee in Baner, Pune, Maharashtra, India, offered a quick tour and a generous dose of bookselling philosophy: "A bookstore is made up of so much more than the books on its shelves. Every day brings its own rhythm, its own routines, and countless little moments that keep everything moving. Most of them go unnoticed, but together, they're what make this place feel like Pagdandi."
Sometimes the doors open to make a point, as they did recently at Wild Aster Books, Chamblee, Ga. ("Shopping small, giving to your community and not supporting billionaires.") and Mysterious Galaxy Books, San Diego, Calif., via Bookshop.org ("kinda chic to support indie bookstores over billionaires.").
Other times it's the customers themselves who post videos as they open doors. On Bookstore Romance Day, @batttykoda opened the door into Love & Other Books, Ferndale, Mich., describing it as the "cutest little shop" and giving a "shout out to the Bookseller Taylor, who was so lovely to yap with about weird girl lit!"
Ultimately, any discussion of this subject must also take into account the reality check Lark & Owl Booksellers in Georgetown, Tex., posted last night, which began: "Let's have a talk about keeping the doors open."
The entrance to a 21st-century indie bookstore--whether analog or virtual--has also, fortunately, become something of a swinging door, with booksellers searching for more and more ways to open their doors and get outside to foster community in wonderfully creative ways. Long may those doors keep opening!