Membership-based Communities of Support for Local Bookstores

A portal into a bookstore in Lyon, France. How could this not have caught my eye? And yes, of course I went in. April 5, 2024.

If you’ve read this blog beyond this post, you know I love bookstores. I’ve loved bookstores and libraries and all things “book” since before I could read.

Once, while traveling, my husband messaged to ask where he could find me (we had spent the different afternoon in separate activities). I told him to think about where he would look first if I didn’t respond right away. When he didn’t realize that the answer will always and forever be “the bookstore,” I was highly disappointed.

I cannot pass a bookstore without going in.

Sadly, bookstores struggle. People have so many other options for entertainment and readers have so many options for book buying. Independent bookstores without the network strength of a chain especially struggle.

I worry that the problem will continue to exacerbate with the rise of audiobook listening, the ongoing popularity of e-books, and the ever increasing default to on-line shopping.

Even me, a bookstore lover: I visit bookstores far more often to browse and marvel and chat than I do to make a purchase.

Musing on this, I wondered if any bookstores had considered selling a membership or club-like offering to the people in their communities.

To clarify: I don’t mean “membership” of the ilk that joining means you might earn “points” toward a minimal “free gift” or “discount.” These memberships typically have no fee to join and instead collect customer data as the entry fee.

I mean “membership” in terms of creating a fee-based community or a club that people join to support an important community resource and to gain opportunities to connect with people who have likeminded interests.

The membership offering I have in mind wouldn’t prevent the bookstore from operating in its standard fashion nonmembers, of course. For customers who cannot or do not want to join the club, they would have the same shopping experience they’ve always had.

Of course, as with all memberships, members would get perks for joining. Like what, you ask? Well, here are a few ideas:

• A member-exclusive tote bag (like The New Yorker subscriber tote bag, this could become a social signifier for members in the community)

• A member-exclusive t-shirt

• A members-only moment with authors before or after book signings

• Member-only events or free-to-members events featuring lectures from local experts on book-related topics

• Bookseller-led book clubs of different types for members only

• A quarterly “surprise” gift for members

• The chance to participate as a club member with other members and bookstore staff in community activities (such as charity walks, book fair volunteering, and book drives)

• A bulletin board or message board behind a log-in on the bookstore’s website exclusive to members for discussing books or posting notices

• A nominal member-only discount on purchases

I’ve missed so many other options, I’m sure.

Not all bookstores could use all of these ideas and not all bookstores should use all of them. Bookstores would mix and match ideas based on their specific communities and customers. They could even have levels of membership with concordant levels of benefits, making membership accessible to more people.

With a membership program, bookstores would have an additional revenue stream, would build and reinforce their customer bases, and would attract customers and other members of the community more often. (People love to feel part of something!) I know I often won’t enter my local bookstore when I know I won’t buy something, even when I’m tempted to pop in, marvel at all the pretty books, and be around other readers. I don’t want to “bother” them when I’m not going to buy.

I asked via social media if anyone knew of bookstores doing something like this. I did a web search to see what I could turn up as well. One contact on-line knew of a bookstore that used to offer something like a membership that gave members access to periodic writing groups, but that no longer does. I turned up one other bookstore that had a website mention of a donation possibility, though not a membership.

Now, I am far from so brilliant that I believe I’ve come up with an idea that bookstores have never considered. This idea has certainly gotten the kibosh in many a bookstore.

But why?

Granted, setting up a membership program and managing it at the outset will take considerable effort. Bookstores already struggle with the workload compared to the staff they can afford.

However, once it’s running, maintenance of the membership program should be manageable while it’s small. Once it grows—and growth would be the goal—a well-conceived program could support a part-time employee to manage it.

What am I missing, dear readers (of this blog and of all other things)?

I’m missing something glaring. I know it. Help me poke holes in this idea.

Because if I’m not missing something, how do we encourage our local independent bookstores to consider developing and offering a membership program like this one? (I wish mine did!)