Books shape who we are, our values, and who we want to become. They have been a powerful source of knowledge from generation to generation. Likewise, they are a strong platform for writers to denounce social issues and forge a better society for the foreseeable future. However, books do not sell alone. Bookstores play a crucial role in what books go out to the public. Therefore, while many bookstores are opening post-pandemic, there are many ways that they can contribute to the further conversation about equality and justice. For example, bookstores can open free discussions of these topics by creating and promoting a specialized section with books that address social issues such as gender inequality, racism, immigration, discrimination, religious freedom, poverty, etc. Furthermore, they could encourage reading, not only for individuals but for groups to discuss together through book clubs. Likewise, they can involve the younger audience in the discussion to educate them on the topic from the early stages of life. Also, they can send email newsletters or other marketing promotions to regular customers, including short summaries of the best titles that relate to these topics to grab customers’ attention and engage them in the conversation. Bookstores can invite “book influencers” to hold physical or online events to provide opinions or discuss a particular book associated with equality and social justice while creating a positive word of mouth. Likewise, bookstores can engage on social media addressing such issues while selling non-book-related items such as t-shirts, mugs, facemask, etc. at stores, embracing the topics of justice and equality. Finally, bookstores can promote books by authors from minorities such as blacks, Hispanics, Asians, women, LGBTQ+, etc. The landscape of the book industry has changed rapidly throughout the years in aim to adapt to the new trends in the “digital era”. Therefore, the industry has experienced several changes in sales, consumer preferences, distribution channels, competitors, etc. This paper will discuss the changes in the book industry from the year 2000 to 2020. Specifically, it will entail trends in consumers' book purchases and challenges faced by booksellers while providing possible solutions to those challenges. Furthermore, the paper will encompass a mutually beneficial crossover between elements used in 2000 and 2020, respectively. Around the year 2000, consumers were purchasing books through a variety of channels. Large chain bookstores, book clubs, and independent stores accounted for the main source of print books while other channels such as “warehouse clubs, mass merchandisers, mail order, food and drug stores, discount stores, used books, the internet and multi-media” (“SIC 2731 Book Publishing”) represented less than 10% of the adult purchases. However, with the digitalization of the media, e-books became a new distribution method in the early 2000s leading Amazon.com and barnesandnoble.com to become the largest online booksellers (“SIC 2731 Book Publishing”). While with the increasing popularity of e-books, large retailers were still on the game, according to some analysts it will not be for a long time. Before the Amazon revolution, chain bookstores such as B. Dalton, Waldenbooks, Barnes & Noble, and Borders dominated the print book market. However, with the launching of Amazon, several physical stores faced closings and bankruptcy. For example, Borders went into bankruptcy in 2011, and Barnes and Noble closed several stores. They struggled to compete with Amazon's availability of products and cheaper prices offered by mass merchandisers (Raffaelli, 6). Although the wake of online competition threatened brickand-mortar retailers, this was not the end for physical stores that reinvented themselves to face the competition. For example, chain bookstores such as Barnes and Noble started selling books in stores and online; providing customers the possibility to compare prices and availability (“MarketLine Industry Profile: Books in the United States”). Another challenge that physical stores faced was “showrooming” which allowed customers to take pictures of a book in a store and buy it from Amazon. This challenge was solved by focusing on the value that physical stores have for the community. For example, independent stores emphasized some values such as community, curation, and convening (Raffaelli, 11-15). In 2020, despite the historical decline in the sales, distribution, and publishing of paper printing books, it remains a popular way of entertainment among consumers, especially Americans. Therefore, books persisted accessible in all formats (prints and digital) while available online (ex. Amazon and Apple’s iBook Store), at mass merchandisers (ex. Walmart, Costco, Target, etc.), big bookshop chains (ex. Barnes & Noble, Books-A-Million, etc.) and independent stores. In addition to the presence of Amazon as a strong leader in book online sales, and the popularity of the ebook market, the book publishing industry stepped into the 2020 COVID-19 pandemic that impacted not only the book industry itself but all businesses worldwide. With the required lockdowns, closure restrictions, and social distancing guidelines, people were forced to buy books while staying at home. (“Bookstores”). To address the decline of revenue provoked by online sales, bookstores took several actions. For example, Bookshop.org, launched during the prepandemic months, gained popularity during the lockdown allowing bookstores to develop online commerce and deliver any print book to their customers while holding 30% of the sales price (Guren, 36). Another challenge for bookstores was not only the e-books market, but the increase in preference for audiobooks. They have been around for a while. However, with trends like music streaming and podcasts, many people have shifted their preference to listening instead of reading. Audiobooks account for a large charge of the book market because it allows the consumers to multitask while reading. The best way to encourage people to buy at bookstores amidst the COVID-19 pandemic while it survives to the digital formats (audiobooks and e-books) is to seek new opportunities. For example, nonbook revenue (music, gifts, and coffee), growth in college bookstores, increase specialized sections (ex. Religious, Spanish language, etc.), and develop proprietary publishing strategies (“Bookstores”). One trend in the book industry from 2000 that could be applied in 2020 is connecting with the community through excellent customer service and promoting the free exchange of ideas. For example, holding community events such as book signings and readings or communicating with their readers through reader boxes, subscription services, virtual happy hours, and book clubs (Johnston Taylor). On the other hand, one trend from 2020 that could work in the year 2000 if applied would be the e-readers (ex. Kindle) and audiobooks apps (ex. Audible, Apple iTunes, Google Play, Spotify) because they are portable containing all books compiled in one place, offers a sensorial experience of reading, are environmentally friendly, and can be shared and downloaded at affordable prices (“The Many Great Advantages of Listening to Audiobooks”). The book industry has changed a lot throughout the decades; old trends and new trends have combined to further enhance the readers ‘experience. Despite the ups and downs of the industry, the new technologies, the increasing competition, the changes in sales, publishing, and distribution, and the COVID-19 pandemic; books in all formats and regardless of booksellers (physical or online stores) remain in the consumers’ preference because people will always search for books as a type of entertainment and nurturing knowledge.
