Barnes & Noble has made no secret about its ambitious expansion plans, noting in every press release announcing a new bookstore opening: "In 2024, Barnes & Noble opened more new bookstores in a single year than it had in the whole decade from 2009 to 2019. The bookseller expects to open over 60 new bookstores in 2025."
While the company's prospects have risen dramatically under the leadership of CEO James Daunt, the more new stores that are launched, the greater the chances independent booksellers will be negatively affected by B&N-spread.
It's not, by any means, the first time indies have dealt with corporate invasions. I started working as a bookseller just three years before the initial Amazon cyber-attack in the mid-1990s, and before that heard villainous tales of terror about B&N and Borders, as well as mall retailers like Waldenbooks and B. Dalton. Amazon, however, changed the game by inventing its own rules, ultimately taking down Borders and dealing a near death blow to B&N.
Things change. There has even been measured support/sympathy among indies for B&N in recent years for providing something of a buffer to Amazon's monopolistic blitz. In 2022, the New York Times reported ("How Barnes & Noble Went from Villain to Hero") that "today, virtually the entire publishing industry is rooting for Barnes & Noble--including most independent booksellers. Its unique role in the book ecosystem, where it helps readers discover new titles and publishers stay invested in physical stores, makes it an essential anchor in a world upended by online sales and a much larger player: Amazon."
Michael Barnard, owner of Rakestraw Books, Danville, Calif., said at the time that about 20 years before, B&N had opened a superstore just five miles from his shop. "They've been, at times, extremely competitive and hard to have," he said, adding that at the same time, "they're the other major part of the industry that is committed to print and to in-person bookselling, and I do think they share some of our challenges. Having said that, I would prefer not to have one just down the road from me."
For nearly three decades, independent booksellers have been figuring out new and better strategies to serve their customers in ways corporate bookstores or Jeff Bezos simply cannot, or don't want to. Within the past 15 years, indies have come back strong and are well-positioned for B&N's latest offensive, but that doesn't mean the change is a welcome one.
In February, the American Booksellers Association shared "11 Ways to Take Action When Barnes & Noble Comes to Town" with members, offering "guidance for booksellers looking to strengthen their community ties and navigate the uncertainty of a large competitor moving in."
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Gilbert Hernandez |
If you're wondering what it feels like for an indie bookseller when the news drops that B&N has targeted your city next, an April 5 Facebook post by Gilbert Hernandez, owner of Búho bookstore in Brownsville, Tex., offered a peek behind the retail curtain.
"This weekend, our city woke up to the bombshell news that Barnes & Noble will be opening at the Sunrise Mall. While many are excited, we've also received many messages concerned about Búho's future. I only have one thing to say: This is all your fault!" Hernandez joked, adding: "If it hadn't been for your incredible support these past 3 years, the $300M corporate behemoth that is B&N wouldn't have the data they needed to believe that Brownsville is indeed a city of curious readers. Before Búho, it was long believed that bookstores avoided us due to 'low literacy rates.' I started this movement in 2022 because I KNEW the demand was here and I wanted to prove them wrong. We did. We are. And now they've changed their minds!"
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Búho bookstore in Brownsville, Tex. |
Noting that the indie bookstore would be "just fine," Hernandez observed that B&N and Búho "offer VERY different experiences. Though they specialize in having a vast inventory of thousands of new titles, Búho is community-driven, has Brownsville-tailored events, carries rare books & maps, and we have a wine bar!
"If anything, B&N's presence will help us grow a bigger community of readers 'On the Border, by the Sea.' Maybe they'll get customers who started their reading journey with us, and maybe we'll get folks who started with them. Looking at the big picture, this is a win for Brownsville, and it's a BIG win for the Sunrise Mall."
In addition to emphasizing the importance of community, Hernandez set some new goals for Búho in Q2 "to position us as a worthy competitor," including:
- Advancing our Coffee Program to enhance your Búho experience
- Doubling our new inventory
- The mysterious Phase 4 might roll in earlier than expected
"Your continued support will make all these dreams come true," he continued. "But don't do it out of pity or fear for our future; shop here because you've SEEN where we started, WITNESSED our growth, and KNOW we're becoming the indie bookstore Brownsville deserves! Our success from a tiny pop-up to today is testament to the readership in our city! 2025 will be an excellent year for Búho, and an incredible one for Brownsville readers. We hope you'll be a part of it."
I think it's a great response, a template for how to look a competitor in the eye and say, in a nice way, "Good luck, pal, but we'll still be here, too."