Not long ago, independent bookstores across Canada were closing their doors, unable to compete with big box retailers and the rise of e-commerce giants. Industry experts predicted the death of the local bookshop. Yet today, a remarkable revival is underway, with indie bookstores not just surviving but thriving in communities from Victoria to St. John's.
This resurgence represents more than just a retail trend—it signals a cultural shift in how Canadians value literature, community spaces, and authentic experiences in an increasingly digital world. As an independent bookseller ourselves, Amava Crimi has observed this transformation firsthand and is proud to be part of this vital movement in Canadian literary culture.
From Decline to Renaissance: The Numbers Tell the Story
Between 2000 and 2010, Canada lost nearly 300 independent bookstores—approximately 35% of the indie bookshops operating at the start of the millennium. The reasons were numerous: the expansion of Chapters/Indigo, the growing market share of Amazon, rising commercial rents in urban centers, and later, the economic downturn of 2008-2009.
However, beginning around 2015, this trend began to reverse. According to data from the Canadian Independent Booksellers Association (CIBA), the number of independent bookstores in Canada has increased by approximately 15% over the past five years. In 2022 alone, more than 25 new independent bookstores opened across the country, from small towns to major urban centers.
What's particularly striking is not just that new stores are opening, but that established independents are expanding, opening second or even third locations. This suggests not merely survival but genuine growth and prosperity within the sector.
"Independent bookstores are more than retailers—they're cultural institutions that strengthen the fabric of their communities. Their resurgence reflects a deep human need for connection that even the most sophisticated online algorithm can't satisfy." — Eleanor Wachtel, host of CBC's Writers & Company
The Key Factors Behind the Revival
1. The "Shop Local" Movement
The growing consumer preference for supporting local businesses has significantly benefited independent bookstores. Customers increasingly understand that shopping at a local bookstore keeps more money in their community and supports local jobs. This awareness intensified during the COVID-19 pandemic, when many communities rallied around their local businesses.
2. Curated Experiences in an Era of Algorithmic Recommendations
As online shopping has become dominated by algorithmic recommendations, many readers have come to value the personalized, human-driven curation offered by independent booksellers. There's growing recognition that algorithms, while convenient, tend to narrow our exposure to new ideas rather than expand it.
Independent bookstores offer thoughtfully curated selections that often introduce readers to books they wouldn't discover through an algorithm. Staff recommendations, carefully designed displays, and serendipitous browsing create a discovery experience that online retailers can't replicate.
3. Community Spaces and Programming
Today's successful independent bookstores have evolved into community cultural centers, offering much more than just books for sale. Author events, book clubs, children's story times, writing workshops, and other programming create gathering spaces that fulfill a basic human need for connection.
This community-building aspect became even more apparent during pandemic lockdowns, when many independent bookstores pivoted to online events and found creative ways to maintain their role as community hubs even when their physical spaces were closed.
Case Study: Munro's Books, Victoria, BC
Founded by Nobel Prize winner Alice Munro and her first husband in 1963, Munro's Books has weathered numerous industry challenges over six decades. The store's survival strategy has included maintaining a magnificent heritage space, offering expert curation, hosting vibrant literary events, and building strong relationships with local authors. During the pandemic, they quickly adapted with enhanced online ordering, curbside pickup, and virtual events. Today, they're stronger than ever, demonstrating how tradition and innovation can successfully combine.
4. The "Third Place" in a Digital World
Sociologists often refer to the concept of the "third place"—spaces that are neither home nor work where people can gather and connect. As digital technology has reduced many traditional third places, bookstores have stepped in to fill this void.
Independent bookstores offer a respite from screen time and digital overwhelm. The tactile experience of browsing physical books, the ambient conversation, and the companionable silence of fellow readers create an atmosphere that many find both stimulating and soothing.
5. Diversification of Revenue Streams
Smart independent bookstores have diversified beyond just selling books. Many now offer a carefully selected range of complementary products like literary-themed gifts, stationery, puzzles, and local artisanal items. Some have incorporated cafés, wine bars, or event spaces that generate additional revenue.
This diversification not only improves financial stability but also creates multiple reasons for customers to visit the store regularly.
Technology: From Threat to Tool
Interestingly, the same technological advances that once threatened independent bookstores are now being leveraged to their advantage. Today's successful indie bookshops use technology to:
- Build engaged social media communities that drive foot traffic to in-store events
- Operate user-friendly e-commerce platforms that complement their physical stores
- Implement point-of-sale systems that track inventory efficiently and gather valuable customer data
- Create engaging email newsletters that maintain customer connections between store visits
The pandemic accelerated this technological adoption, forcing even the most traditional stores to implement online ordering, curbside pickup, and virtual events. Many found that these digital tools, rather than replacing the in-store experience, actually complemented and enhanced it.
Celebrating Canadian Literature: The Role of Independent Bookstores
Independent bookstores play a crucial role in promoting Canadian literature, often dedicating prominent shelf space to Canadian authors who might receive less attention in larger chain stores. Many indie bookshops have developed specialties in particular aspects of Canadian writing, becoming important champions for local literary scenes.
This commitment to Canadian literature creates a virtuous cycle: authors gain visibility, readers discover Canadian voices, and the stores themselves benefit from offering something distinctive that can't be found elsewhere.
Challenges That Remain
Despite the positive trends, independent bookstores still face significant challenges:
- Rising commercial rents in many urban centers threaten long-established stores
- Narrow profit margins continue to make bookselling a financially challenging business
- Supply chain disruptions, particularly evident during the pandemic, can affect inventory management
- Competition for attention in an increasingly distracted society
However, the resilience demonstrated by independent bookstores over the past decade suggests that they have developed adaptable business models that can weather these challenges.
Looking to the Future: What's Next for Independent Bookstores?
As we look ahead, several trends are likely to shape the next chapter for independent bookstores in Canada:
- Hyper-localization: Stores will deepen their focus on local authors, local history, and connections to their specific communities
- Experiential retail: The emphasis on creating unique in-store experiences will continue to grow
- Subscription services: Curated subscription boxes offer a steady revenue stream and showcase booksellers' expertise
- Collaborations: Partnerships with other local businesses, arts organizations, and educational institutions will create new opportunities
- Sustainability: Environmental considerations will increasingly influence both store operations and inventory selection
Conclusion: More Than Just Survival
The revival of independent bookstores across Canada represents more than just the surprising survival of a traditional retail category in the digital age. It demonstrates how businesses that center human connection, community values, and authentic experiences can thrive even as technology transforms our world.
For readers, the renaissance of independent bookstores offers spaces that nourish both intellectual curiosity and social connection. For communities, these stores serve as cultural anchors that foster local identity and bring diverse groups together around shared stories.
At Amava Crimi, we're proud to be part of this national movement of independent booksellers. We remain committed to curating exceptional literature, creating meaningful community connections, and celebrating the rich tradition of Canadian writing. We invite you to visit us—not just to purchase books, but to participate in the ongoing conversation about ideas, stories, and the future of our literary culture.