After years of declining sales, brick-and-mortar bookstores are starting to make a comeback with consumers. Close to 300 bookstores opened in the U.S. in 2023, surprising many who thought independent sellers could not compete in the age of Amazon. Along with providing quality service and interesting selections, bookstores are also attracting customers by adding wine bars, dinner menus, and aesthetic experiences alongside the shelves. At places like the Strand in New York, you can now sip a cappuccino while browsing or even attend a wedding in the rare books room. Other shops offer cocktails with names like Whiskey the Pooh or In Cold Bloody Mary.
The goal is to turn bookstores into “third places”—not home, not work, but spaces where people want to hang out, connect, and spend money on more than just books. This strategy is part of a broader shift in retail. Since most people can order a book with a few clicks, independent bookstores are focusing on what online shopping can’t offer: atmosphere. Shops like Bibliotheque in Manhattan pair first editions with wine tastings under chandeliers. At Sullaluna, a bistro-bookstore hybrid, pasta and children’s picture books share the same space. These businesses rely on ambiance and emotion by combining storytelling, food, and design into one memorable visit.
For bookstores, adding food and drinks is more than a side hustle; it’s a way to survive. These spaces often host book clubs, author talks, and even interactive events like murder mysteries. Every detail, from custom cocktails to how the check is delivered (inside an old paperback), helps build a brand that’s both cozy and cool. As one bookstore owner put it, both books and wine connect people to something bigger. And in today’s retail landscape, that experience is what customers are really buying.
Questions:
- Why are booksellers adding extras like wine bars and dinner menus to their stores?
- Do you think more retailers should add aesthetic experiences like those found in some bookstores? Why or why not?
Source: Jessica Gruenling, “Is the Rise of Local Bookstores a Fleeting Trend or Here to Stay?” WRTV, February 10, 2025; David G. Allan, “Bookstores’ Latest Release? Beer, Wine, Dinner, Coffee and a Unique Aesthetic,” CNN, May 3, 2025.