After years of dwindling sales and drastic store closures, it seems as though reading habits are changing
After Amazon arrived on the scene in 1995 and Kindles and ebooks followed in 2011, we’ve heard nothing but the relentless woes of booksellers thanks to the sharp decline in high-street bookshops. But is the tide finally turning? Are the fortunes of booksellers reversing?
In recent years, we’ve seen a shift in the way people consume media. People are returning to vinyl in their masses, in a way the music industry never predicted. Are bookshops having a similar resurgence? It appears so. The total number of independent bookshops in the UK increased by one in 2017, which may not seem significant, but considering that we lost more than 1000 stores in 20 years, a year of growth, however small, is momentous.
This may have something to do with the fact that millennials are now fully embedded in the workforce and contributing to the national economy, and what we spend our money on is making a difference. We grew up seeing the transition from analogue to digital, and as a result are much more aware of the setbacks of too much screen time, and many are turning to older forms of media. Call it what you like, we are happy to be called gentrified-hipster-avocados-poached-in-flat-white-afficionados, because we’re keeping industries alive. Put that in your pipe and smoke it.
This ‘wokeness’ is not a trait limited to millennials. It seems that people are finally sitting up and paying attention to the issues activists have been harping on about for years. Finally, people are using recyclable water bottles and carrying spare tote bags for their shopping, and, it seems, supporting their local community shops.
Waterstones has even had to adapt their business model to appear more ‘local’ and ‘independent’ by opening stores under different names, such as Harpenden Books and The Southwold Bookshop. And lest we forget the growing chain of Amazon bookshops across the US, taking their business offline. Of course, they work as an offline advertisement for Amazon Prime, but it when I visited their New York store I was overwhelmed by how much people were engaging with the shop’s concept, proving that bricks-and-mortar bookshops still retain their magical quality.
Crowds gathered in solidarity last weekend at London’s largest socialist bookshop Bookmarks following the attack by far-right protesters, which made us all reflect on the vital role books and the freedom of press play in society.
Although many have gone ‘offline’ and are spearheading a generation of consumers of older forms of media, most of us are still living on social media, particularly Instagram. But this platform has its own benefits for booksellers. The rise of ‘bookstagrammers’ (book reviewers and bloggers working on Instagram) has made a real difference in how print books are seen. Instagram is an visual platform, and photos of someone reading a book on a Kindle is just not going to get the likes rolling in, is it. Bloggers get sent print copies by publishers, going on to create beautiful images, which reminds us of the enigmatic quality of real, tangible books.
It is not just the consumers who have evolved. By selling stationery, incorporating cafés and hosting events, bookshops have adapted to appeal to a broader range of customers and are returning to the status they once had as being the community hub of their high street.
There are also some books that just suit bookshops better than an online format, in which only their name, author, cover image and brief synopsis can be viewed. People have never lost the desire to hold and feel a book before they buy them, regardless of the tempting ease of internet shopping. Graphic novels are the pinnacle of this form of visual text, and now more and more graphic novels are entering the mainstream. Nick Drnaso’s Sabrina was recently announced as the first graphic novel to make it onto the Booker Prize longlist, which has been met with skyrocketing sales and publishers struggling to meet the demand.
Some books have arguably ‘saved’ bookshops over the period of torment: cookbooks and non-fiction have retained print readers and kept the industry afloat. There have been several cult non-fiction releases in the last couple of years that have inevitably contributed to an economy boost for booksellers: Michael Wolff’s Fire and Fury earlier this year and Yuval Noah Harari’s Sapiens and its sequel Homo Deus. Harari is set to release another book in this series next month: 21 Lessons for the 21st Century. Keep writing Harari, you’re helping us all out here.
Although we’re seeing progress, it won’t be an easy shift. Now people have had a taste of that sweet nectar of next-day delivery and delicious discounts, they’ll struggle to go back to the seemingly vastly inflated cost of books in high-street bookshops. But there is hope. The financial limitations placed on high-street shops in general have massively hindered their profits in the last few decades, and this is hopefully on the mend.
The Booksellers Association has called out the government for the tax systems which hinder the profits of bookshops. Currently, bricks-and-mortar retailers pay £2.41 in business rates for every £1 paid in corporation tax, and there are claims that Waterstones is currently paying 17 times more in business rates than Amazon. Hopefully, with bookshops banding together for change, the government can do more for our high street.
I would implore any Amazon addict to pop into their local high-street bookshop one day this week. With staff that know their stock inside out and can make personal recommendations, events and talks with world-famous authors for only a few pounds (usually including a glass of wine – always worth remembering) and well-organised shelves that make the process of shopping for books pleasurable, you’ll struggle to walk out empty handed.