Though big-box bookstores have made it easier than ever for Canadians to buy books - be it in their pajamas online, or alongside a pack of upscale mints at the cash register - independent booksellers continue to line the libraries of the passionate reader nationwide.

National chain Indigo Books & Music Inc. - which includes the Chapters, Indigo and Coles brands - has the advantage of quantity on its side, operating approximately 250 stores in both suburbs and city centres, with a buying power that allows it to discount. But the independents believe they maintain a foothold through a level of selection and service the chains can't provide.

"I don't think they can do what we can do," said Cathy Legate, whose father opened Duthie's in Vancouver 49 years ago. Though the retailer downsized from eight stores to one six years ago, Legate believes that independent bookstore patrons are faithful and dedicated - and as in love with books as those who choose to sell them.

"I think an independent store, we can sift through the books and serve," said Legate. "We're the only ones that will search out the little obscure books for you. We're doing it because we like selling books. Selling books is really one of the nicest jobs around."

Liz Clayton, Business Edge
Type co-owner Samara Walbohm, right, with employee Becky Toyne, sees the Toronto bookshop as a way to deliver a curated collection of books to its readers.

According to the Canadian Booksellers Association (CBA), independent bookstores make up approximately 15 per cent of the book retail market - with big-box stores comprising 60-70 per cent and other retailers that don't specialize in books, such as Wal-Mart or Costco, making up the rest.

While it may seem that books have become more mainstream, the fact that you can buy the latest Harry Potter everywhere short of McDonald's doesn't mean that readers aren't still drawn to the personal touch.

Independents, say storeowners, are able to curate their selection and hand-sell in ways that the larger stores never could.

"We have to be discriminating in what we stock. First of all we have to promote local authors, which in our case we do that a lot and we do it quite well," said Greg Gerrard, owner of Calgary's 12-year-old Pages Books on Kensington.

"When we do our buying to stock the store, we're really looking for what we think appeals to our customers, which is nonfiction and fiction that won't get as high a profile in the big-box stores or online. We're competing with stores that are 30,000 sq. ft. and we're 2,000, so you really can't bring in everything. We really stick with what we're good at - fiction, art, photography, history, travel writing and travel guides."

According to CBA executive director Susan Dayus, being able to provide specialized selection and service isn't just part of the independent's advantage - it's the key to their success.

"These booksellers know their customers," said Dayus. "Whether it's local or worldwide, they buy based on what their customers are looking for. That is one of the main things (independent) booksellers do and they do that very well.

"They know their books and they can service their customers by suggesting, oh, if you like this you'd like that, and for the most part they don't need to go to a computer and see that a person who bought book A also bought book B."

Independent bookstores are also an important part of making up the fabric of a city's literary community.

By not simply selling books, but selecting and suggesting particular titles, a good independent store can serve as an arbiter of taste and supporter of local culture. In fact, many storeowners see those roles as part of their responsibility.

Samara Walbohm, who opened the boutique-like Toronto bookshop Type in May 2006 with business partner Joanne Saul, sees her store's selection as intended to steer her customers toward the kinds of books and authors Type wants to support.

"We've been calling it a curated collection. We're very sensitive to the fact that we can't have everything, so we stand behind everything that we have in the store, and our customers love that."

Like many of the indies, Type's owners understand that being part of a literary community means hosting events and book signings - something that not only supports an artistic scene, but gets customers in the door.

"It's in our best interest to have as many events as possible, because it brings more people into the store and they may not buy something that night, but they see Type and they know where we are and they remember us," said Walbohm, whose store has a dedicated room for special events that doubles as an art gallery.

Dayus says that by placing particular books in prominent places in their stores and hosting book launches, independent booksellers can be influential in a long-term sense.

"They put on festivals, they have events where they celebrate local and regional authors ... They are often the ones who recognize the emerging authors, give them the support that they need to get going, and (those authors) go on to become the Margaret Atwoods and Alice Munros," said Dayus.

But like most noble pursuits of intellect - promoting emerging artists, or even selling books at all, can be economically challenging.

Profit margins for booksellers aren't terrific - they start at about 40 per cent but can plummet to as little as two per cent after shipping and other costs.

The changing value of the U.S. dollar - which is not usually reflected in a timely manner on the printed back of books - can also add strain to the mix.

"You look at a book and it's $14.95 US and $22 in Canada ... you pay coming and going," said Legate, pausing. "But it is starting to look a little better. We do understand it's more expensive to be Canadian."

Although ChaptersIndigo has supplemented book revenue with higher-margin units such as gifts and paper products, many independents steer clear of selling too many non-book items, preferring not to dilute their selection - and credibility. ("I'm sorry," said Legate, "I would not buy a diamond ring from Indigo online. Even if I were really homebound.") And despite what may look on the surface like stacked odds, neither the sellers themselves nor industry experts see the indie bookstore as a dying breed. Indeed, the opening of Type in Toronto's trendy West Queen West can only be interpreted as a good sign.

"I think they've probably gone through the worst they're going to go through over the last 10 years," said Gerrard of Canada's independents. "I think the stores left are quite strong. I think the only thing that worries them is probably succession, which is why seeing stores purchased by younger people who can put some energy into it is really encouraging.

"I think we've sort of bottomed out, but we've found our niche. As long as we can pay our bills and pay ourselves, there's a future for it. As long as there are people that've got a little bit of money and a dedication to doing it, there'll always be independent bookstores."

(Liz Clayton can be reached at clayton@businessedge.ca)