With COVID-era support waning, Richmond's independent bookstores are finding new ways to reach readers

At the height of the COVID-19 pandemic, Richmond’s independent bookstores saw a groundswell of customer support.

Richmonders bought books remotely for pickup, attended Zoom readings, bought swag and helped keep the stores afloat.

Recently, though, that enthusiasm has waned. In response, many of the city’s bookstores are expanding their offerings and doubling down as hubs of local community. 

“All that feels like ancient history, in terms of like, ‘support small business,’” said Jordan Pulaski, co-owner of Small Friend Books & Records in the Fan. “We still have the regular goodwill of people who like that we’re an independent bookstore. We have that. But there’s definitely not that rush.” 

When the pandemic hit, Pulaski said they had to build a website and a social media business plan on the fly to keep up. “We were trying to post pictures of every single thing we could on Instagram. That was a lot of work.” 

Now that most of their business is back in person, they’re re-learning how to ramp up foot traffic.

“The biggest challenge is still that a lot of people don’t know we exist,” co-owner Zoe Golden said.

Their cozy store is at the basement level off Lombardy, in the same building as the popular wine bar Jardin. “I think to some extent a lot of people just don’t look down. We still have people all the time who come in and say, ‘How long have you been here? I didn’t even know this was here.’”

Turning to events

Andi Richardson, general manager at Fountain Bookstore in Shockoe Bottom, has also felt the rise and fall of customer support over the last few years. “We saw so much love and outpouring from the community,” she said of 2020 and 2021. Lately, though, they’ve seen a “slowing down of support.” 

To adapt, Fountain has been putting on nearly as many events as they can handle, up to five or six per week. “We’re very events focused,” Richardson said. They frequently host readings and signings with local and debut authors, but they also partner with local businesses, like Sam Miller’s restaurant and Ashland Theater, when hosting events that draw larger crowds. 

“We like to lift up the people [whose books] you’re not going to find at the grocery store or on the shelves at Target,” Richardson said. "We want to see everybody’s voice get lifted up. That’s a big thing for us.” 

Richardson knows Fountain is more than a place to buy books; it’s where many Richmonders go to forge relationships with other folks who love reading and learning.

“I feel like with the world being the way it is, we tend to be sort of a safe haven,” Richardson said. “If people are stressed out, they come for the community. As long as the world’s on fire, people are going to need their indie bookstore.” 

At Small Friend, staffing and space limitations have forced Golden to be very intentional about inventory and events decisions.

“Every event we have is one we’re excited about and really interested in,” Golden said. The atmosphere at Small Friend’s reading events is warm and intimate, in some ways less like a typical public reading and more like a dinner conversation with friends from around the city. 

“We’ve always been about the face-to-face interactions,” said Pulaski. “I think we have a handle on what people like and what people want to see. You see something, and you think, I bet people will enjoy that.”

Creating community spaces

In the VCU area, Keith and Mailie Duffin are designing the new Abi’s Books and Brews (1212 ½ W. Cary St., opening Nov. 23) as a gathering space to work and socialize. But they plan to take the concept to another level.

Abi’s will be a bookstore-café hybrid with plenty of tables, charging outlets, high speed internet, and coffee and food from local purveyors. They’ll also have a kid’s corner, and used books will be available for either perusal or purchase.

“We’ll be able to use this business to do some good in the community,” Mailie Duffin said. In addition to paying their employees a living wage, she believes Abi’s will support other local businesses financially. “A lot of [nearby businesses] are so excited to connect with us. We’re trying to boost them as well.” 

They also plan to partner with local groups and institutions, like the Poe museum, for events. 

“We’re trying to make it a place where people can hang out, where they can meet,” Keith Duffin said. It may be costlier, but the Duffins want Abi’s to be open long hours so that people can linger. “We’re not just opening a bookstore because we think it’ll do well. Both of us are very passionate about books. We want people to see us as a member of the community instead of just a business. We love Richmond.”

In Carytown, Shelf Life co-owners Chris and Berkley McDaniel also see indie bookstores as vital community hubs. When they bought the store in October of 2021, customers were back to shopping in person again, but that urgent “support local shops” feeling was vanishing fast. 

“We didn’t want to see independent bookstores go away,” Chris McDaniel said. “We’re trying to do more events and get the word out. We’d love to do more book clubs. Maybe classes.” 

McDaniel believes their customers rely on bookstores as much as bookstores rely on their customers. She hopes Shelf Life is a true “third place” for Richmonders. 

“Most of the people who come in here are excited to see and touch the books. They love it when our staff tells them tidbits about local authors or what’s going on at the Byrd next week.” 

She believes people are searching for these kinds of community spaces now more than ever, and that bookstores act as a “backbone” of free speech and democracy.

“We’re brokering in ideas that aren’t necessarily all about profit,” she said. “Indie bookstores offer people freedom of thought.”