AUSTIN (KXAN) — Social media trends often come and go in the blink of an eye, especially since the COVID-19 pandemic brought a significant increase in users and their time spent online. But one “trend” and subgroup of the internet revolves around a form of entertainment that has existed for millennia: books.
“BookTok” and “bookstagram” have millions of posts about readers’ favorite books, and the latter has been the catalyst for many people to get into reading for pleasure.
Ironically, those online communities are just part of a resurgence of independent bookstores, as Javier García del Moral, an owner of a Dallas-area bookstore/bar, discussed with Devin Markham, a digital journalist for Straight Arrow News.
Markham recently released a report on that resurgence, particularly the significant boost in Texas. She found that more and more independent bookstores are popping up across the Dallas-Fort Worth area, Texas, and nationally, despite the rise of online shops and Amazon.
Markham found data from the American Booksellers Association that shows U.S. independent bookstores increased 70% since 2020, from 1,916 to 3,218.
“And while the trend can be traced across the country, Texas is a central player. Last year, the ABA recorded 323 store openings, including 21 in Texas,” Markham reported in her piece. “This momentum continues into 2025, with 100 new stores opening across the country so far, 13 of which are in Texas. Notably, the rate of new store openings significantly exceeds closures, with four new bookstores opening for every one that shuts.”
She told KXAN that there are several factors that likely play into the resurgence.
First, people want community, and they want to support local businesses.
“The book community, readers in general, have realized that Amazon — and though very convenient — that just wasn’t cutting it,” Markham said. “It wasn’t cutting it for several reasons, because you can order a book, get it the next day, but there’s no community to connect that book for.”
“Also, it’s not helping local communities grow economically,” she continued. “It’s actually taking money away from your local community by ordering through a bigger corporation. So that is one of the drives; a lot of people want to support their local communities. During the COVID-19 pandemic, many people didn’t want to see their neighbors shuttering their businesses. They wanted to go out and support.”
Speaking of the pandemic, Markham said bookstores also offered something to people that was hard to come across during lockdown and social distancing: community connection.
“During the pandemic, a lot of independent bookstores provided support that Amazon couldn’t. They opened their doors … A lot of bookstores would open this, like, hotline where they could call the bookstores and just have conversations so that people didn’t feel as alone.”
“I think that’s what’s so important about an independent bookstore, is it offers more than just buying books,” Markham said, “where Amazon unfortunately just offers you that option. So a lot of readers want that connection, they want that community, and that’s what it offers.”
Markham also said that legislation surrounding banned books and the availability of books could be playing a part in the increase of independent bookstores.
“In Texas, specifically, we have ongoing legislation that threatens availability for books, they restrict certain books. Libraries can’t provide specific books, and a lot of independent shops can provide that for readers,” Markham said. “They have been able to offer… the access to those books that libraries cannot or have not been able to since a lot of legislation has passed.”
“I am a part of the book community, and this is a constant conversation, just among readers and authors too. Authors are pretty frightened that the content that they create and that they put out won’t be presented on shelves and might also be struck down by legislation,” Markham continued. “They’re very afraid of being silenced and not being able to have information through books. Books are a really great outlet to talk about social injustices, to talk about just everything going on in the world through symbolism, too. And it feels like [certain] legislation, to a lot of readers in general, that it’s being silenced.”
Another part of the legislation aspect is that privately owned businesses can highlight LGBTQ+ books and authors and hold events that publicly funded libraries or school libraries may not be able to. Things like drag story hours or creating special displays for Pride month, both of which have been previously challenged by Texas lawmakers.
Markham also pointed out that a lot of bookstores also double as coffee or wine bars, or event venues. In Austin, Vintage Bookstore & Winebar and First Light Books both offer those options, as well as plenty of seating for reading or hanging out.
First Light general manager Breezy Mayo said the shop has indeed seen sustained success and increasing sales year over year since opening in 2023.
“There has been an outpouring of community support for First Light and we are so excited to see folks in the shop day after day, making the bookshop feel like a true hub of community in the Hype Park neighborhood and greater Austin area,” Mayo said via email.
Other local shops like Book People and BookWoman hold regular events and pop-ups for the literary community.
BookWoman owner Susan Post said the store’s sales are also “significantly up” over last year, but slightly under 2023 for the same period. But she’s also noticed the increase in independent shops.
“There is definitely more competition locally. We have 3 new and newish stores very near us,” Post said over email. “We each have some specialities but there is overlap in offerings and more competition for book signings.”
Markham said overall, she thinks the boost is rooted in the need and desire for community.
“I would say it’s really crucial to have outlets for people to connect, and I think bookstores provide just that, whether it’s, you know, connecting over a book you’ve read, or just coming in on a daily basis and talking to the bookstore clerk about the newest, latest releases. It definitely is about community,” she said. “I mean, no one wants to feel alone, and bookstores offer that outlet for readers, for the community, for people who might not even like to read, to go feel safe and also build upon the discovery and connection that they offer.”
You can read Markham’s full story, “‘Beyond the page’: Behind the local bookstore boom across the US” at Straight Arrow News.
