Independent bookstores once thought to be fading in the wake of online retailers and the American Booksellers Association reports a different story. Since 2020, independently owned bookstores have grown by 70% nationwide, with 422 new stores opening in 2025 alone. What seemed destined for decline has instead become a story of renewal.

“We as an independently owned bookstore have seen an increase in both customers and business,” said Dani Touscher of Novel Bay Books. “The Midwestern Independent Booksellers Association has seen the increase as well. It’s been very cool to see.”

The resurgence reflects more than a love of reading. Shoppers are prioritizing local businesses, community connection and in-person experiences. Independent bookstores have evolved beyond a simple retail model, becoming gathering spaces for events, discussions and celebrations tailored to their communities.

In downtown Sturgeon Bay, Novel Bay Books exemplifies this shift. The store is hosting a Galentine’s celebration on Feb. 15, a monthly silent book club on Feb. 18, and an author meet-and-greet with Ann Heyse on Feb. 20 at 5:30 p.m.