Midwest Booksellers Weather Last Weekend’s Storm

The snowstorm that hit the upper Midwest last weekend resulted in a significant decrease in sales for booksellers and forced many to close their doors. Total snow accumulation reached 18 inches in some places, including northern Minnesota and Wisconsin, and dangerous drifts and icy roads contributed to the effects of the powerful storm.

Ice was the biggest obstacle in Ann Arbor, Michigan, home of Nicola’s Books. However, the store remained open.

“Customers have been staying in while the roads have been icy,” said owner Nicola Rooney. “But those who do come in are very happy to have our undivided attention -- a personal shopper to help choose the right books.”

Rooney said she plans to send out extra e-mail marketing and promotions of the store’s current offers, as a way to bring more people into the store.

Susan Shoenbauer Thurin didn’t let the snow get in her way. Her store, Bookends on Main, in Menomonie, Wisconsin is a “one-man operation,” she said, so it was up to her to open the doors.

Since she couldn’t get out of her driveway, she decided to walk. “I’m only 5’3’’ so I could barely lift my leg over all the snow!” she said.

Shoenbauer Thurin was able to make one sale on Saturday, a day that she was expecting to be the second busiest Saturday of the year.

“It’s not just the snow, but the bitter, bitter cold that no one wants to face,” she said. “It’s really been a disaster for all retail.”

Saint Paul, Minnesota, was hit hard on Saturday, with 18 inches of snow, and continuous drifts, which forced two ABA member stores in the city to close.

“It was a huge blow to us on Saturday,” said Julie Poling of The Red Balloon Bookshop in Saint Paul. “We had to close, and reschedule a huge event we had planned.”

The store re-opened on Sunday, and made a few sales. Once the roads were cleared, sales returned to normal.

“Customers were definitely understanding, because we’re all in the same boat,” said Poling. “We had great business on Monday and Tuesday,” she said, and Wednesday’s story hour for children drew a crowd of people “that needed to get out after being stuck for two days.”

“It shut us down,” said Sue Zumberge, manager of Common Good Books in Saint Paul. “Once they stopped the buses at 3:00, we were done.”

Zumberge said business returned to normal on Sunday, and since several schools were closed at the beginning of the week, there seemed to be more traffic in the store on Monday and Tuesday.

“You can not believe the amount of snow. We have customers who come by bus or taxi, and they’re standing on six-foot drifts.

“All of this is definitely bad for business,” said Zumberge, who spoke to other retailers in the area – all of whom said their sales have been suffering.

In addition to the inclement weather that’s keeping people from leaving their house, Zumberge points to an ongoing competitor: online retailers.

“Of course, there are lots of people that want to shop comfortably at home,” she said. “But you know, there are some Minnesotans to the bone that are still out here shopping, and we’re grateful for that. And we’re true Minnesotans too, so we actually love the snow.”