It’s impossible to overstate the importance of booksellers in turning a book into a bestseller. Ask any Australian author or illustrator about what their local independent bookshop means to them, and you’ll hear about the crucial support they provide; whether bookshops are putting Australian titles front and centre in-store, hosting book clubs, launches and events, offering schools services, or spotlighting our incredible local talent through special promotions, our local indies are always working hard to get Australian books into the hands of readers. With recent Nielsen BookScan reports showing Australian authors account for over half of the top 50 fiction bestsellers sold through indie bookshops, the word of mouth momentum ignited by local booksellers has never been more clear.

The independent bookshop scene in Australia is an unquestionable success story; while in other countries many indie bookshops have fallen prey to online conglomerates like Amazon and chain stores, Australian indies have maintained a strong presence. Yet, in light of the challenges posed by the pandemic, including overwhelming competition in the online space, it’s important to ask what authors and illustrators can do to help keep the indie bookshop scene thriving, and to support the booksellers who support them.

John Mitchell of The Book Room in Byron Bay, outlined the pressures of the book industry, saying, ‘On the one hand we aspire to be creators and purveyors of art (most represented by the charm and nuanced curation of a local indie bookshop) and yet on the other hand, authors, publishers and booksellers are all trying to obtain an income from the sale of books, and most sales in Australia are made online or through department stores.’

While John acknowledged why authors might choose to support Booktopia, or mass market stores, he celebrated the independently-minded and community-spirited authors who direct potential book buyers to their local independent bookshops via web links on their websites or social media.

‘Independent bookshops are the veritable well of a local community,’ John added. ‘Strong indie bookshops reflect a strong local community and vice-versa.  For those of us that see local community as fundamental to the healthy functioning of humanity, there is an imperative to ensure the continuance of local bookshops.’

As both an author and a bookseller, Jaclyn Crupi, of Hill of Content Melbourne knows how hard it is on both sides of the counter. ‘I feel incredibly fortunate to have been so warmly supported by so many indie bookshops and booksellers. I’m often trying to think of ways I can return that support.’

‘I think one of the most meaningful things Australian authors and illustrators can do to support indie bookshops is to link and direct pre-order sales to indies. I see lots of authors and illustrators linking only to non-bricks and mortar, warehouse-only retailers. Not all indie bookshops are set up for online pre-order sales but many are. It’s a simple gesture to throw some love to your local indies from the outset and when booksellers see those pre-orders come through it does get noticed. The same goes for once your book is published.’

Jaclyn also highlighted the importance of authors and illustrators fostering long term relationships with local bookshops and booksellers, ‘That can be as simple as an occasional order, attending an event or popping in to have a quick chat about books. Authors are big readers of course and buying books from a range of indies is a great way to show your support.

‘I can’t speak for all bookshops but at Hill of Content we also love authors stopping by to sign copies of their newly released books. Ideally this is pre-organised by the publisher but if you see we have copies of your book in stock on our website we’re happy for you to pop in.’

Jaclyn added, ‘If you’re speaking at a library, mention the local bookshop that stocks your book. If you’re on community or regional radio and able to work in mention of some bookstores, do it. If you have a social media following, post and link to bookshops that have signed copies of your book. We’ve had local illustrators give us artwork prints to give away with copies of their book and this has been incredibly successful. With my latest gardening book I put together packets of seeds and gave them to my local indie bookshops to give to customers as a gift with purchase. This sort of thing is not right or possible for every book of course, but if there is something you can do like this, we’ve found it to be incredibly effective.’

Red Kangaroo Books in Mpartnwe/Alice Springs is arguably the most remote bookshop in Australia, and for that reason, their relationships with authors and illustrators are critical. Manager, Bronwyn Druce, told the ASA that most local and regional authors have been more than happy to support the bookshop, especially during the pandemic.

In particular, Bronwyn was thrilled by the willingness of authors to participate in interviews about their books for Red Kangaroo Books’ growing Youtube presence. ‘That’s been a lot of fun,’ said Ms Druce. ‘We’ve linked them to the NT Writers Festival recently held in Darwin which worked really well. And that’s not to mention the locals, who attend our book launches, book signings and Zoom book club!’

David Gaunt, owner of Sydney’s GleeBooks, echoes this sentiment, saying, ‘Connecting with bookshops through social media is really helpful. You could also offer to do a Q&A for the bookshop’s newsletter, or any other kinds of marketing they are doing. Especially if the subject matter of your book is something a bit different. If there’s a visual tie-in for your book, you might like to offer to do a display in the bookshop window, particularly if you are good at visual design.’

For indie authors, David advises that the best thing is to do your homework and to be professional. ‘You need to be aware that you are representing yourself. Do not reach out to your local indie bookshop with a link to where we can buy the book on Amazon, or with a link to a wholesaler in another country. That’s not going to work.’

‘If you are self-published, or an author who is traditionally published but the publisher does not have marketing budget for a book launch, consider asking your local bookshop if you can host an event in their space and offer to cover the cost. It’s a win-win for both the author and the bookshop – we might get the book into 20 or 30 different people’s hands, and it’s a great morale booster for the author and can be the beginning of something.’

Ultimately, it comes down to building and maintaining strong relationships with your local indie booksellers. ‘It’s genuinely special for a bookshop to think they helped in the process of building an author or illustrator’s career,’ David says. ‘Chain bookstores can’t do that because decisions get made in head office about which books will be scaled out, and that sort of thing. So make a personal connection with your local booksellers.’

It’s no coincidence that in acceptance speeches for accolades and prizes, again and again authors thank booksellers for getting behind them and championing their book. To give back, some of the easiest things an author can do are to check that your website is linking to a range of retailers, support bookshops on social media, and tell your readers to buy local in order to ensure their favourite bookshop prospers, and the indie network remains strong.  

Find your local bookshop at www.loveyourbookshop.com.au/your-local-bookshop/find-a-bookshop