In the era of Amazon and Barnes & Nobles, smaller independent bookstores struggled to make ends meet even their distribution channels were disrupted by the pandemic. Problems at hand have for long included low employee retention rates, rising operating costs, and dwindling consumer engagement due to digitalization. The Brookline Booksmith, a neighborhood staple in Brookline, Massachusetts, is one such example of a business that has used its resources wisely. By being inventive during the pandemic, adapting to changing consumer behavior, and expanding on event offerings, the Booksmith has made its name as a contender for bigger players.

COVID-19 Initiatives

Co-owner and manager Lisa Gozashti emphasized the importance of capitalizing on the current consumer base. While there may be opportunities to grow and engage with new consumers, providing rewards to patrons who chose to stay with the business in times of need is beneficial. The Brookline Booskmith focused on replicating the bookstore experience online and increasing community outreach initiatives to connect with their core consumers.

The bookstore website brooklinebooksmith.com was updated to hold its curated lists and highlighted transnational literature series. Used to best replicate what the store experience is like in person, the website is a good example of intuitive and creative thinking.

“We created collections so that people could feel like they were browsing in the store,” she said. “Under the book category, you'll see all these curated collections, whether it’s Irish voices or LGBTQ+ or stories about trees to show the breadth of what we do here.”

On the other hand, creating community connections with businesses that aligned with their own mission allowed the Brookline Booksmith to showcase its philanthropic arm. The bookstore provided emergency assistance to organizations such as the Brookline Food Pantry, The Brookline Center for Community Mental Health, and Steps to Success, and created organic relationships that will continue to assist it in the future.

“We kind of reframed things, let go of some of the other stuff and just got with our core mission,” Gozashti said. “And when we joined with these other partners and community members, it just gave everybody more heart and faith to go forward together.”

© Brookline Booksmith - Our Community

Changing Consumer Behavior

The trend of consumers spending more time at home has continued even as COVID restrictions ease around the world. Many still chose to spend time indoors and engage in activities that stimulate their minds.

A significant uptick in sales and engagement has been notable to Gozhasti. Since Brookline Booksmith reopened their doors, Gozhasti stated that their patrons are now more enthusiastic about doing activities that give them joy.

“We've gained our attentive quality with COVID. Before things were turned out and people's attention was so strained,” Gozashti said. “But now people have found more of themselves essentially. And when you find yourself, then you automatically become more curious and more interested in learning and participating in the world in a deeper way. That's a human drive.”

By offering sections dedicated to these newfound activities, bookstores can engage with consumers looking for more meaningful sources of fulfillment. For example, the gardening book section at Brookline Booksmith is complemented by the rack of home gardening kits right in front of it. Similarly, the travel book guides have a plethora of souvenirs and travel journals to accompany them.

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Curated Events & Options

Booksmith Events Director, Alex Schaffner, emphasized the importance of providing a variety of event options in response to this consumer behavior. In the realm of event planning, much is dependent on customer interest and projected engagement rates. However, there is no certain trend that predicts which trends will do better than others.

As of now, the bookstore offers a mix of in-person and virtual author events which are scheduled based on book release dates. Notable authors brought by the bookstore include David Sedaris, Jarett Learner, and Carmen Maria Machado. This flexibility of offerings allows a bookstore like the Brookline Booksmith to reach a wide variety of audiences.

“We have a really vibrant growing list of people who feel a connection to the store who may never step foot in it,” said Schaffner. “And because we offer some virtual programming, there's not just two geographic access, but there's physical access for anyone who might find it difficult to physically come to an event in-person."

© Brookline Booksmith - Mission & Values