Top Tips for Independent Bookshops

From The Bookseller’s managing editor Tom Tivnan.

OK, that title was a trifle clickbaity. The tips and tricks below might not guarantee you will win this year’s Gardners-backed Nibbie for Independent Bookshop of the Year. But this is how the judging works, what judges are looking for and tips on what to include, to help make your submissions sing.

1. It’s a two-tiered submission process…  

Indie bookshops do not have, say, an entire marketing department on hand to prepare Nibbies submissions so we make decisions in the first round on slightly truncated submissions, then we ask you to go deeper for the second round. Both submissions count. Our judges see both.

2. Introduce yourself in phase 1

Now, though it is a first round, you still have to make your case. Why are you (at this stage) worthy of being shortlisted for your region? Tell us your story succinctly but compellingly. Even at stage one, give us some financials. It does not have to be much, but an indication of year-on-year growth in all its forms is definitely important. We do take in context, by the way, such as fuller market conditions, and what is happening in your particular area.

3. …and go deep in phase 2

In your next entries, tell us more about you and your shop. Go granular with the figures and outline your story a bit more: how do you fit in with the rest of your high street, what role do you play in your wider community, are there any initiatives or bookselling practices you’re particularly proud of? Share more images as well (more of that below). The things we are looking for are itemised in the Independent Bookshop of the Year criteria.  

4. Format your entry attractively

We are not necessarily looking for slick, whiz-bang entries, but at the regional shortlisting stage, we are sifting through hundreds of entries and it helps immeasurably if your entry catches the eye. A 1,500 words entry with a solid block of text and only two paragraph indents is, on a practical level, difficult to absorb. Use bolds, clearly separate sections, bullet points…think of the entry as one long bit of copy that you would write to, say, advertise an event.    

5. Don’t hide your light under a bushel

You are entering this award because you thought, ‘You know what, we aren’t not only the best in this region, but I think we just might be the best dang indie bookshop in the whole of the UK and Ireland.’ Don’t hold back in telling us why! Every year, we encounter a few entries which we know are from brilliant shops but their greatness isn’t really isn’t demonstrated by what’s in the entries.

6. Images really do matter

If you get through to the second phase, please give us at the minimum a few pics that can demonstrate how brilliant your premises are, inside and outside. But other images help, too: events, happy customers bustling about, school visits, your staff… Our judges may be au fait with the book trade⁠, but will be going almost exclusively on what you provide in your entry. Make yourself look brilliant.

7. People matter, too

I mean people in the sense of your local community: your customers, of course, but the other shops on your high street, schools, institutions, local government, etc. What is your role with them, why are you essential to your area? But I also mean it with your team. We want to hear about them. Why are these people great booksellers, how do they fit into your success, and how do you work together to reach readers? And talk about you, too (especially if you are all the people on your team).

8. And remember...

There are thousands of indie bookshops across the UK and Ireland, hundreds of which put themselves forward for this award. Only one, obviously, can win the overall gong. Judging the Indie Bookshop of The Year Award is a joy, but it’s agonising, too, in that we end up by the very nature of the process in having to say no to some really brilliant shops. If you submitted before and weren’t successful, or if you feel daunted by entering for the first time, I completely understand. But we are listening, we appreciate you taking the time and thank you for telling us your story.