Indie Bookstores Find New Ways to Celebrate Indies First/Small Business Saturday

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This year, bookstores around the country took to social media to celebrate Indies First on Small Business Saturday, November 28. While COVID-19 restrictions changed the way many stores celebrated the occasion, bookstores still found ways to spread the “shop local” message.

The American Booksellers Association found that IndieCommerce and IndieLite stores experienced the highest sales for the year between Black Friday and Cyber Monday. These stores saw a 174.46 percent increase in customers that completed an online purchase, and online customer traffic increased by 194.08 percent.

Additionally, the quantity of merchandise purchased online increased by 1,049.08 percent, and the average order value increased by 17.24 percent. Online sales revenue of the four-day period increased by 943.50 percent.

On Saturday, author, journalist, and former national evening news anchor Dan Rather, the 2020 spokesperson for Indies First, showed his support on social media. “Folks, indie bookstores are invaluable pillars of local communities. Many are struggling. Please support them during this crucial holiday shopping season. Today, #SmallBusinessSaturday, is a great day to do it,” Rather posted to Twitter.

Rather will also be hosting a national event in support of indie bookstores on Wednesday, December 2, at 7:00 p.m. ET. Register here.

Here are some of the ways stores around the country promoted the annual event on social media: