As online shopping continues to grow, supporting our favourite booksellers just got easier
By: Abigail Dawn
The weather was crisp, as the gentle snowflakes fell to the ground on an early Friday morning in mid-November.
As the wind blew, and delivery workers prepared their packages for the day to come, someone, somewhere was logging onto their computer to find the perfect book, and place their online order. Some of which were coming from large chains, with easy access to affordable shipping, and the finances to get the package to the destination within days.
But as the order gets transmitted from computer to computer, small and independent booksellers are preparing to open. The chiming of the keys as they unlock their doors, the scurrying around the empty bookstore, ensuring the books are in the right place, and the cash register is ready. Before the clock chimes 10, they sit in their corner office and answer emails, check their inventory and wait for their day’s first customers.
On November 9, 2022, some small and independent bookstore’s emails looked different from the usual daily prep. The Minister of Canadian Heritage, alongside Quebec Lieutenant Pablo Rodriguez and Rachel Bendayan, Member of Parliament of Outremont, announced that $12 million would be going towards 180 small chain, independent and large chain Canadian booksellers to expand their online presence and book sales.
“I was delighted. It finally gave us a chance to compete with the online stores,” says Lucy Hoblyn, owner of Brome Lake Books in the centre of Knowlton.
Hoblyn explains that shipping rates are a significant factor that turns people away from buying from their local bookstore.
“Our first goal is to cut the shipping charges for our clients. We’re aiming to charge flat rates to both Canada and the US,” says Hoblyn. Adding that throughout November, they prepared 250 copies, and counting, of Louise Penny’s new book to go out in both Canada and the United States. In the past they have had to charge up to $20.00 for shipping, and Brome Lake Books is hoping to charge a much better rate now that they’ve received this funding.
The growth in online sales
Although Covid-19 feels as if it’s behind us, its lasting effects go beyond sick days, and shows itself through the community’s need to continue to shop online. According to Statistics Canada, Ecommerce sales throughout the pandemic increased the most with non-essential retailers, including bookshops. On average, while sporting goods, hobby, book and music sellers in-store sales declined by almost 80%, their online sales increased close to 150%. However, with this increase of online activity, comes an increase in problems for small and independent stores.
“The Covid-19 pandemic fuelled a sharp increase in demand for online book sales, resulting in logistical challenges, extra labour, technology and shipping costs for booksellers,” says David Larose from Canadian Heritage. Adding that in March 2022, the Government created the Support for Booksellers program to help booksellers strengthen their online presence.
“Independent bookstores play a significant role in the Canadian book ecosystem,” says Larose. Adding that by ensuring they benefit from the funding it helps get readers their Canadian books.
“They’re sort of a hub,” says Hoblyn, “a local bookstore knows its clients and knows what they like.” Hobyln explains the joy it brings her to recommend books to residents and friends or let a young reader know the next book in a series is finally in the store. Adding how it’s all part of the local bookstore experience.
“A community bookstore is also like a bar,” Hoblyn says, a place where members of the community can socialize, make recommendations, “and share their joy of reading.”
Building an online book community
Over the last 17 years, Lucy Hoblyn and Danny McAuley have run the bookstore, creating a centre that inspires the community. They run an annual creative writing contest for the surrounding elementary schools, a literary festival that takes place in the heart of the village, and during the pandemic they delivered books to at risk customers.
“We give to the community, but we get so much more in return,” says Hoblyn.
Since 2005, Louise Penny, local and New York Times Best-Selling author, has helped Brome Lake Books expand their community beyond borders, bringing more readers to their website.
“Her fans want to support independent bookstores but find it difficult to do so because of high shipping costs,” says Hoblyn. Adding how they’re excited to be able to charge flat rate shipping, to help encourage customers to buy from their small business, and give their employees more hours to help enhance the website for a better client experience.
“This two-year funding initiative is designed to help bookstores continue to grow their online sales and enhance their online channel,” says Larose. Adding, “As a result, it’s expected that an increase in online Canadian book sales will benefit the entire book publishing industry.”
For Brome Lake Books, they’re sure the expansion to their online presence will help enhance their sales. “It will increase the size of our community to an online community as well,” says Hoblyn.
Large chain booksellers and funding
Besides the hundreds of independent and small chain bookstores receiving the funding, Indigo Books & Music Inc, Librarie Renaud-Brault Inc, and Groupe Archambault Inc., large chain booksellers, will also be receiving money to expand their online presence.
“I’m not thrilled about the exclusively wholesaler companies getting funding through this program,” says Hoblyn. Adding, “Some companies that have received the grant don’t have to have a store front or do any over-the-counter sales.”
For Canadian Heritage, large chains continue to play a valuable role in Canada’s book market.
“This makes them apt to significantly contribute to ensuring access to Canadian-authored books to readers in communities across Canada,” says Larose. Adding, “These chains will also be able to benefit from the government’s investment in the growth of online Canadian book sales in Canada.”
But Canadian Heritage is confident.
Larose explains that they recognize that bookstores located outside urban areas will face even more challenges when it comes to expanding their online presence, including shipping. Bookstores in rural and remote communities, and bookstores “owned by or serving Indigenous, official-language minority, and racialized communities all over Canada,” will benefit from the funding.
“This investment will help Canadian booksellers increase their ability to sell books online and continue to get more Canadian books into the hands of readers, wherever they’re located,” says Larose.