In Colorado Springs, Amber Salazar has channeled her lifelong enthusiasm for reading into Banned Wagon Books, a bookstore she established in response to the escalating issue of book bans across the United States. Inspired to promote intellectual freedom, Salazar set up her pop-up shop in various local spots, such as wineries and coffee shops, featuring frequently challenged works like Maia Kobabe’s “Gender Queer,” Angie Thomas’ “The Hate U Give,” and Toni Morrison’s “Beloved.”
Salazar explains her intent to challenge censorship and support intellectual freedom with her bookstore venture, which also contributes 5% of its profits to organizations like the American Library Association to fight against book bans. Recognizing the struggles local businesses endured during the pandemic, she combined her love for literature with a desire to support the community’s small businesses.
She is part of a growing movement of younger, independent bookstore owners who are redefining the landscape. Their mission goes beyond business, focusing on social ideals and community building. For instance, Narrative in Somerville, Massachusetts, emphasizes representing marginalized voices, while Call & Response in Chicago centers its work around Black authors and writers of color.
Though once overshadowed by giants like Barnes & Noble and Amazon, independent bookstores have seen a resurgence. Membership in the American Booksellers Association (ABA) has grown significantly, with a current count of 2,863 individual members and more than 200 stores expected to open soon. This revival is a stark contrast to the anticipated decline that many feared just a few years ago.
Allison Hill, CEO of the ABA, is amazed at the industry’s resilience, having feared a loss of membership during the pandemic. Nonetheless, Hill and other booksellers are aware of ongoing challenges, such as economic uncertainty and restrictive censorship laws affecting sales to schools.
In this climate, business savvy is essential for success alongside passion and knowledge. Salazar is part of an Instagram chat group, Bookstores Helping Bookstores, which includes similar-minded ventures like The Crafty Bookstore in Indiana, catering to indie book lovers.
Salazar believes that the role of bookstores as community hubs has been energized in the era of social media, as people seek genuine connections which books naturally foster. Stephen Sparks of Point Reyes Books advocates this perspective as well, noting a 20% increase in sales this year, seeing bookstores as sanctuaries in difficult times.
The backgrounds of these new bookstore owners vary widely. Salazar transitioned from retail management and insurance sales to launching her store. Similarly, Courtney Bledsoe, who began as a corporate attorney, underwent a significant career change to open Call & Response. This involved meticulous preparation and accepting the financial challenges of a new venture. Despite the challenges, Bledsoe finds fulfillment in building community through her store, a commitment she sees as rewarding and purposeful.