Published December 8, 2025 · The Digital Desk at America Publishers
A Holiday Weekend of Highs and Lows for Indie Bookstores Nationwide
Thanksgiving weekend marked a complicated start to the holiday season for independent bookstores across the country. While some shops saw lively crowds and record-breaking sales, others struggled with harsh weather, economic uncertainty, and the unpredictable rhythms of local foot traffic.
Thanksgiving weekend, long viewed as the unofficial launch of the holiday shopping season, brought a mixed and often unpredictable wave of activity for independent bookstores across the United States. Many booksellers reported a strong surge of customers eager to shop local, driven by community loyalty and a desire to support small businesses. At the same time, severe winter weather and lingering economic uncertainty created setbacks in several regions, dampening foot traffic and disrupting the traditional boost expected from Small Business Saturday. The result was a weekend defined by extremes, bustling aisles in some cities, empty sidewalks in others, capturing the complex realities facing indie bookstores as they navigate a shortened holiday season and shifting consumer habits.
Across much of the Midwest, the holiday weekend was overshadowed by relentless winter weather that kept shoppers indoors and forced several bookstores to close entirely. In Evanston, Illinois, Bookends and Beginnings owner Nina Barrett summed up the disappointment with a wry twist, calling it “S’ No Business Saturday” after a blizzard caused sales to plunge a staggering 50% compared to last year. Other indie shops experienced even deeper losses as the storm intensified. Cori Theroux of Green Dragon Bookshop in Fort Dodge, Iowa, reported shutting down for the entire weekend after 15 inches of snow buried any hope of the traditional Small Business Saturday rush.
Yet amid the hardships, there were pockets of resilience. At Zenith Bookstore in Duluth, Minnesota, Bob Dobrow saw weekend sales rise 20%, crediting creative holiday programming that included free cocoa, cookies, advance reader copy giveaways, and local author signings. For many Midwestern booksellers, the weekend became an unexpected test of adaptability during the busiest season of the year.
While the Midwest battled snow and closures, bookstores along the East Coast and in the South reported a more stable though still uneven holiday weekend. In Waterbury, Vermont, Bridge side Books saw strong foot traffic on the Friday after Thanksgiving, only to experience a noticeable drop on Small Business Saturday. Even so, bookseller Katya D’Angelo noted that November’s overall sales “tracked virtually the same as last year,” with the SBS slowdown balanced out by consistent performance throughout the month.
Further south, Houston’s Class Bookstore found opportunity in creativity. Owner David Landry acknowledged slower early-season sales, but a holiday market hosted by Moss rose Bookshop, a new pop-up romance bookstore, sparked a meaningful boost. Understanding that many customers are feeling financial pressure, Landry introduced lower-cost zines from Microcosm Publishing, an experiment that paid off quickly as they “sold like crazy.” Together, these markets showed that flexibility, smart curation, and community partnerships continue to play a vital role in navigating an uncertain economic landscape.
On the West Coast, the holiday weekend delivered a welcome surge of enthusiasm as bookstores saw some of their busiest days of the year. In Lincoln City, Oregon, Bob’s Beach Books experienced an unexpected wave of shoppers. “It was wild,” said bookseller Diana Portwood, noting that Friday ranked among the store’s busiest days ever. Saturday followed with strong numbers as well, though the day unfolded in an unusual pattern, more than half of the day’s sales occurred within the first 90 minutes, followed by a calmer stretch that felt surprisingly mellow after the early rush.
Further south, Warwick’s in La Jolla, California, reported steady crowds throughout Friday, with foot traffic rising and falling across Small Business Saturday. Head book buyer Mallory Groff says weekend sales surpassed last year’s totals, a notable achievement given that the previous year had also been strong. With the holiday season shorter than usual, such spirited early activity has given many West Coast booksellers renewed confidence that December may bring a powerful finish.
As the holiday season accelerates, booksellers are preparing for what may be a shorter but unusually dynamic December. Despite weather disruptions, cautious consumer spending, and uneven foot traffic, many stores remained encouraged by the strong moments that defined the weekend, from packed aisles to creative community events that pulled readers in. With enthusiasm building in several key markets and a renewed emphasis on shopping local, indie bookstores enter the final stretch of the year with a sense of cautious optimism, hopeful that early momentum will translate into a strong finish.
Source: Publishers Weekly, “A Mixed Holiday Weekend for Booksellers,” Read more at: PublishersWeekly.com.