They’re coming back. Their numbers are rising. They’re no longer afraid of the Amazons. And they’re having a celebration all across the country Saturday, April 27.
According to Paul Swyden, owner of the Silver Unicorn Bookstore on Spruce Street in West Acton, the number of independent bookstores has risen 30 percent in the past seven years.This year is the fifth anniversary of Independent Bookstore Day, and each participating store will celebrate in its own way.
At the Silver Unicorn the celebration will continue all day, from 10 a.m., with exclusive items to give away or sell and special afternoon and evening events. Ali Benjamin will speak from 2 to 3 p.m. about her new book, “The Next Great Paulie Fink,” geared to kids 8 to 12 years old. At 7 p.m. two women authors will debut their novels, which, Swyden said, are coincidentally quite alike: both mystery thrillers that also explore relationships between mothers and daughters. Hudson native Jessica Barry wrote “Freefall” and Megan Collins authored “Winter Sister.”
Swyden opened the Silver Unicorn a year ago. He said in an interview that he had long thought of himself as an entrepreneur, and when Willow Bookstore on Route 2A closed a couple of years ago, he saw an opportunity. He had listened to many people say how much they missed having a local bookshop, and he felt the timing was right, with independent bookstores making a comeback. Swyden explained that after years of trying to compete with Amazon on price, booksellers changed their strategy and decided instead to build on the strengths they have that large corporations don’t.
Illustrator Jeff Mack (left) and author Luke Reynolds pose with copies of Reynolds’ book, “If My Love Were a Fire Truck.” (Courtesy photo)
At the Silver Unicorn, for example, you are greeted pleasantly, and people are available to help you find a title you want or to recommend something if you’re browsing. It’s also small enough that you can easily overhear other conversations and learn of an “amazing” book to try. The store itself is a small community; Swyden works full time and hires 13 or 14 people part time, and there’s a lot of collaboration. It’s also a community gathering place for author events. And what about the book your kid needs to have read by tomorrow—Amazon can’t deliver in 20 minutes, yet. Between spaces at the store and on the street, there’s plenty of parking.
A bright and inviting space
The store’s open space is bright and inviting—with bean bag chairs and built-in benches. On the wall is a large drawing by a friend of Swyden depicting a stack of colorful books topped by a unicorn on its hind legs. Around and on the books are various characters and creatures. Alice stands in front of a small door in the bottom book, and next to her are a line of hippos, remindful of those from the Boynton books. A caterpillar, probably very hungry, is making its way among the books, and several fantasy heroes stand guard. They’re all so interesting it makes one want to read the books they’ve escaped from.
Although the children’s section is the largest, Swyden says there is “a book for everyone here, from 0 to 100. We want to make sure whoever you are, there’s a book for you.” The displays are eye-catching and change monthly; currently, displays are heavy into books about sports for the spring season. Swyden is a father and now has a broader perspective, and he said there are lots of resources, like Publishers Weekly, to steer him and his two buyers to what’s likely to be popular.
Swyden said quantity is the hardest thing to manage, especially when you have limited space for inventory. You’d like to have books that people want, but you don’t want to get stuck with six copies of something. He said he tends to have one copy of each of the classics on hand. Publishers are always pushing, quick with the “deals”—buy five, get one free. It’s kind of a game you learn to play, said Swyden.
Children’s literature sells well and draws people to events, said Swyden, especially in an area like Acton, which is kind of a hub for several surrounding towns to which more and more young families are moving. He notices young parents are moving away from screens and want their kids to experience books with pictures and textures and flaps with which to interact. Swyden’s first book to sell 100 copies was “Iver and Ellsworth” by Casey Robinson, a moving story of an elderly maintenance man and an inflatable bear.
Role of social media
Swyden described how social media has pushed new trends in books. More and more authors are writing for middle-graders, and young adult novels are getting a broader audience. BookTubers (20- to 40-somethings) are shaping what’s popular and determining that fantasy, graphic, and romance are now mainstream genres. Only literary fiction seems to have held in its status.
At the Silver Unicorn in the past year, the best selling book for kids was “Dog Man,” by Dav Pilker. For adults, “Educated,” “Becoming,” and “Where the Crawdads Sing” were most popular. Swyden predicts that Ann Patchett’s new book “Dutch House” and “The Nickel Boys” by Colson Whitehead will be bestsellers. He also likes “The Guestbook” by Sarah Blake, a saga of generations, to be published in early May, and the first five people to pre-order it at the Silver Unicorn win a tote bag imprinted with the book title.
