If you think book publishing is a dying industry, you haven't been paying attention to romance.

While traditional publishers have been consolidating and eBook growth has flatlined, one genre has exploded: romance. And it's not just selling more copies—it's creating entirely new retail infrastructure.

In the last 18 months alone, 157 romance-focused independent bookstores opened in the United States. That's nearly one new romance bookstore every three days.

This isn't a niche trend. It's a structural shift in how books are discovered, sold, and celebrated. And it has huge implications for every author, regardless of genre.

The Data: Romance's Retail Renaissance

The Numbers

• 157 romance bookstores: Opened in the last 18 months (as of late 2025)
• 43 new stores: Opened in just the last 18 months (accelerating trend)
• Genre-specific growth: Romance is leading, but horror, LGBTQ+, and other specialty stores are following
• Geographic spread: From major cities (New York, Los Angeles, Chicago) to smaller markets (Asheville, Boise, Wichita)

The Context

The broader independent bookstore renaissance (70% growth since 2020) is real, but romance is leading it. While general bookstores are growing at 15-20% annually, romance bookstores are growing at 40%+ annually.

This is notable because:

• Romance was historically underserved by traditional bookstores
• Romance readers are passionate and community-driven
• The format (print) is thriving in this segment despite eBook options

Why Romance Is Leading (And What It Teaches Us)

1. Community-Driven Discovery

Romance readers don't discover books through traditional reviews or publisher marketing. They discover through:

• BookTok (the romance hashtag has 50+ billion views)
• Book clubs (both online and in-person)
• Specialty bookstores (staff who are romance readers themselves)
• Author events (romance authors have incredibly loyal followings)

Lesson: When readers form communities, they create their own discovery systems that bypass traditional publishing mechanisms.

2. Print Is Thriving in Niche Communities

Despite the narrative that "print is dying," romance bookstores are print-first businesses. They sell:

• Paperbacks (especially trade paperback)
• Special editions (sprayed edges, special covers)
• Signed copies
• Merchandise (bookmarks, candles, related products)

Romance readers value physical books as objects and collectibles. The aesthetic matters.

Lesson: Print's decline isn't universal. In passionate communities, print is a premium experience.

3. The BookTok Effect Is Real and Transferable

BookTok started with romance. The format (emotional reactions, dramatic readings, aesthetic hauls) works perfectly for romance's emotional core.

But the playbook is spreading:

• Horror bookstores are opening (following horror's BookTok success)
• LGBTQ+ bookstores are growing (driven by community discovery)
• Fantasy and sci-fi specialty stores are emerging

Lesson: What works in romance can work in other genres if the community is passionate and underserved.

4. Traditional Publishers Underserved This Market

For decades, traditional publishers:

• Treated romance as a "lesser" genre
• Under-invested in romance marketing
• Focused on a narrow subset of romance (contemporary, historical)
• Ignored diverse voices and sub-genres (paranormal, dark romance, etc.)

Independent bookstores and hybrid publishers filled the gap.

Lesson: When traditional publishers leave a market underserved, independent players will fill it—and often do it better.

What This Means for Authors (Even If You Don't Write Romance)

You don't have to write romance to learn from this boom. The romance bookstore phenomenon reveals larger truths about modern publishing:

1. Specialty Retail Is a Viable Strategy

If you're writing:

• Horror
• Fantasy
• Sci-fi
• Thriller
• LGBTQ+ fiction
• Cozy mystery
• Any underserved niche

There may be a specialty bookstore ready to stock and promote your book.

Action item: Research specialty bookstores in your genre. Reach out. Build relationships.

2. Community Discovery Beats Algorithmic Discovery

Romance readers don't trust Amazon's "also bought" recommendations. They trust their book club, their favorite BookTok creator, and their local romance bookstore owner.

Action item: Build community around your book, not just an Amazon page.

3. Print Books as Premium Objects

Romance readers treat books as collectibles. Signed copies, special editions, and beautiful covers matter.

Action item: Invest in cover design that looks good on Instagram and in a bookstore. Consider special editions for superfans.

4. BookTok Is Transferable

The BookTok playbook (emotional reactions, dramatic readings, aesthetic content) works for any genre if the content is strong.

Action item: Study what works in your genre on BookTok. Create authentic content. Don't try to copy—adapt.

The Business Model: Why Romance Bookstores Work

Romance bookstores aren't just passion projects. They're profitable businesses.

Revenue Streams

Romance bookstores succeed because they have multiple revenue streams:

1. Book sales (primary)
2. Events (author signings, book clubs, workshops)
3. Merchandise (bookmarks, candles, themed products)
4. Online sales (many have strong e-commerce)
5. Subscriptions (monthly book boxes, loyalty programs)

This diversification makes them more resilient than traditional bookstores that rely solely on book sales.

Community as Moat

A romance bookstore's competitive advantage isn't inventory—it's community.

Customers come for:

• The staff recommendations (from people who actually read romance)
• The events (where they meet other romance readers)
• The experience (discovering books they didn't know they needed)

This is hard for Amazon to replicate and hard for traditional bookstores to match.

How to Capitalize on This Trend (Even If You Don't Write Romance)

If you're publishing a book in 2025, here's how to leverage the romance bookstore boom:

1. Research Specialty Bookstores in Your Genre

Use the American Booksellers Association store locator. Filter by specialty. Look for stores that focus on your genre.

2. Build Direct Relationships

Reach out to store owners with:

• A professional pitch
• Information about your book
• An offer to do an event, signing, or workshop

Bookstore owners are readers. They respond to genuine enthusiasm and quality books.

3. Consider Regional Strategy

If you're doing a book tour, include specialty bookstores. A romance author can do a tour hitting 10-15 romance bookstores across the country.

This creates regional momentum that can feed national interest.

4. Coordinate with Your Publisher

If you're with a hybrid publisher, they should have relationships with independent bookstores. Leverage those.

If you're self-publishing, you'll need to build these relationships yourself.

5. Make Your Book "Bookstore-Friendly"

Things that help bookstores stock your book:

• Professional cover design
• Clear genre positioning
• Professional presentation (ISBN, proper metadata, etc.)
• Willingness to do events

The Bigger Picture: What Romance Teaches Us About Publishing's Future

The romance bookstore boom isn't just about romance. It's a case study in what works in modern publishing:

1. Underserved Markets Will Find Their Own Infrastructure

When traditional publishers leave a market underserved, independent players will build their own infrastructure.

We saw this with:

• Romance bookstores
• Hybrid publishing (filling the gap between traditional and self-publishing)
• Independent bookstores (filling the gap between Amazon and big box retailers)

2. Community Drives Discovery

Romance readers don't discover books through ads. They discover through community (BookTok, book clubs, specialty bookstores).

The lesson: Build community, not just an Amazon page.

3. Print Isn't Dead—It's Premium

Romance readers value print books as collectibles. They buy special editions, signed copies, and beautiful objects.

The lesson: Invest in cover design and presentation. Books are objects people want to own and display.

4. Speed and Responsiveness Win

Traditional publishers are slow. Romance bookstores are fast. They can stock a book within days of it going viral. They can host an author event within weeks.

The lesson: Speed matters. Hybrid publishers and independent bookstores can move faster than traditional publishers.

5. Passionate Readers Are Your Best Marketers

Romance readers don't just buy books—they evangelize them. They create BookTok videos, start book clubs, and hand-sell to friends.

The lesson: Write books that inspire passion. Everything else is secondary.

What This Means for Brown Books Authors

If you're publishing with Brown Books, this trend is opportunity:

• We have relationships with independent bookstores across the country, including specialty stores
• We can help coordinate bookstore tours and events
• We understand how to position books for specialty markets
• We know which bookstores are looking for which genres

The romance bookstore boom is proof that community-driven retail is thriving. Our job is to help you tap into it.