Shopping Local This Holiday Season is More Important Than Ever

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As Amazon swooped into the book industry, taking up around 50 percent of the market, it lured people with the convenience and speed of purchasing a book online, rather than the comfort that comes with browsing for your perfect next read in your local bookshop. Even though this is still relevant today, community is proving to prevail, as customers choose personal relationships, and a clientele based inventory that comes with purchasing from a local business, instead of relying on online retailers. Especially with the holiday season rolling around – the time of year when the most gifts are bought– it is more important than ever to continue shopping locally. Even when cyber sales and front door delivery call out to you, shopping from local businesses is the perfect way to support your community in a season oriented toward giving back.

In Newburyport, Jabberwocky Books has fostered a community-driven environment since 1972, creating the perfect browsing destination for both locals and tourists alike. After interviewing Paul Abruzzi, a longtime employee at the store, he addressed the fact that he has certainly noticed the effect that online retailers can have on small businesses. However, he also witnessed the changing outlook of the local community members. Since Covid, he says shoppers have “made a conscious effort to focus their purchasing on local businesses instead of something like Amazon.”

While online services may be the most convenient option, this demonstrates that the community ultimately realized that it is more important to support your local bookstore in favor of a more convenient shopping experience. Building loyalty within a community is a strong way to achieve this outlook. As Paul mentioned, “I know probably half to three quarters of the people who come into the store, I know them by name and become friends and that fosters a sense of community with them.” The meaningful relationships that he has built with his customers makes them feel as though these personal connections are a reason to help support their business. Another way the store accomplishes this is by being responsive to requests made by consumers, and managing their inventory based on what people in the town might be looking for.

By curating a bookstore that caters to the customers, and builds meaningful connections, it drives more community members in, allowing them to have a more personalized shopping experience that you are unable to find elsewhere. In fact, Newburyport is lucky enough to have two bookstores here in town. Illume, a more recent addition to the local book scene, offers a curated selection, along with active book clubs and events that promote social gathering, like Mah Jongg. Both stores reinforce the value of community in creating social spaces for book enthusiasts. 

Jeff Bezos first created Amazon to be the largest online bookstore. He knew from a business standpoint that worldwide demand, low return rate, small prices, and a huge selection would be perfect for online retail. As you may have guessed, he was right. However, even though Amazon may seem like the most convenient option due to its fast shipping and low prices alone, by supporting companies like this, the competition for local bookstores is proving to be too strong, ultimately driving them out of business. For example, in downtown Newburyport, The Book Rack bookstore was one such retailer. It was a warm and inviting place, an atmosphere that could not be replaced by shopping online. I remember when it had closed, a special place where I had spent countless times as a kid looking at picture books in the children’s section in the back. It was a special place to all of Newburyport, but ultimately lost due to our town not supporting it.

Looking into an interview from the Andover Townsmen, Owner John Hugo wrote that the closing was due to the fact that, “people read less in today’s fast-paced social media and Netflix world and those that do read have taken their purchases largely to Amazon for its cost and convenience.” Although some people’s perceptions of Amazon have changed from being our savior when it comes to consumerism, there are still gaps in the system. The closing of The Book Rack is a perfect example, as it shows how community support is everything to local businesses. If people don’t support them, they will ultimately be responsible for driving them out of business. 

In reality, the real question is, are we simply going to let our local bookstores die out because of convenience? This is the question that you should be asking yourself the next time you purchase a book on your device, rather than shopping at your local bookstore. As a community, it’s up to us to support local retailers and keep these businesses we love alive so that they may continue to bring joy to others for generations to come. And if you find yourself browsing for the perfect book to gift, or waiting until a few days before Christmas to get your holiday shopping done, don’t panic and head straight to online sites. Instead, take a drive down the street and go support your local businesses.

Penelope Jones
Newburyport High School student

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