Daughter uses social media to grow family bookstore business

In a world where digital platforms dominate the landscape of retail, the story of Bailey Books shines a light on the enduring charm of independent bookstores. This journey reflects not only a love for literature but also the power of community engagement and innovation. Here, we explore how a family-owned bookstore has adapted and thrived in the age of social media.

The Origins of a Bookstore Legacy

Barry Bailey, now 69, has nurtured a passion for old books since childhood. His fascination led him to collect and restore these treasures, focusing on signed vintage editions and rare volumes related to Canadian history. In the late 1990s, as his collection began to overflow into his basement, his wife suggested he consider renting a space for his burgeoning library.

His journey into the world of book retailing was catalyzed by a chapter he read about online selling. Intrigued by the potential of the internet, he discovered a platform called Abe Books, which allowed individuals to buy and sell books online. This discovery marked the inception of Bailey Books, although initially, it operated solely as an online entity.

Even after moving his collection to a small storefront in St. Albert, Alberta, about half an hour north of Edmonton, Bailey maintained a low-key approach. He did not keep regular retail hours and focused primarily on online sales, reaching customers across North America and even as far as China and Brazil.

A Turning Point in the Family Business

In 2023, Barry faced a significant challenge when his landlord decided to sell the building. This prompted a wave of emotion for his daughter, Lisa Bailey, 38, who was working as a nail artist in Vancouver at the time. "He had poured 20 years of effort and love into this shop, and it was heartbreaking to think he was done," she remarked.

Recognizing the potential to revitalize the family business, Lisa returned to Alberta with a vision. With her father purchasing the St. Albert space, they embarked on a new chapter for Bailey Books, transforming it into a vibrant community bookstore.

Harnessing the Power of Social Media

Lisa, an avid reader, quickly understood the influence of social media, particularly platforms like TikTok, which have revolutionized the book industry. She launched the bookstore's social media presence with an engaging TikTok video where she introduced herself and shared their goal of saving Bailey Books.

The video resonated widely and went viral, leading to a surge in interest. Following this success, videos showcasing her father's bookbinding skills captured even more attention, contributing significantly to their newfound popularity.

Within just one year of this revamp, Bailey Books was honored with the 2024 Small Business of the Year award from the St. Albert Chamber of Commerce, followed by a Best Marketing award in 2025.

Trends in Independent Bookstores

The resurgence of independent bookstores can be attributed to several factors, many of which are intertwined with the digital age. According to Laura Carter, executive director of the Canadian Independent Booksellers Association, platforms like BookTok have accelerated book discovery, creating a dynamic where titles can quickly gain popularity, translating into in-store demand.

Lisa capitalized on this trend by diversifying their inventory, particularly in genres that gained traction on BookTok, such as:

• Romance
• Fantasy
• "Romantasy" titles

Moreover, she noticed a shift in consumer preferences, with many people gravitating away from digital entertainment towards analog experiences, further enhancing the appeal of physical bookstores.

Preserving the Art of Bookbinding

While Lisa focuses on marketing and community events, her father continues to hone his craft in bookbinding. After studying at the American Academy of Bookbinding in Telluride, Colorado, Barry has become adept at restoring cherished books by hand. He finds joy in this work, especially when repairing books that hold sentimental value for their owners.

Recently, Barry received a commission from the City of Edmonton to restore fragile tax records dating back to the early 1900s, showcasing the relevance and demand for traditional bookbinding skills in a modern context.

Community Engagement and Events

Lisa's strategic initiatives have not only diversified their offerings but have also transformed Bailey Books into a buzzing community hub. She has introduced various events, such as:

• Dungeons & Dragons nights
• Monthly book clubs
• Pop-up events featuring local authors

Additionally, they now offer a selection of book-related merchandise sourced from Canadian, women-owned businesses, further promoting local entrepreneurship.

Under Lisa’s leadership, the bookstore has evolved from a quiet space with sporadic foot traffic to a lively venue that resonates particularly with women, who make up a significant portion of their customer base. They even expanded their team by hiring an employee to assist on Sundays.

Financial Growth and Sustainability

Before Lisa’s involvement, Barry’s sales were steady but meager, primarily due to his limited retail hours and focus on restoration work. However, purchasing the store and launching it into the public eye meant a shift towards profitability. Lisa humorously recalled that their in-store sales skyrocketed by an astounding 3,200% in their first year of full retail operation.

Since then, the business has experienced consistent revenue growth, and projections indicate that 2026 could surpass their best year yet in 2023.

The Heart of Bailey Books

For the Baileys, the bookstore is more than just a source of income; it represents a connection to the community. Lisa emphasizes the importance of personal relationships in their business approach: "People walk in here, and I ask, ‘How's your baby sleeping through the night?’ or ‘Did you enjoy that Stephen King book?’ The best bookstores are spaces for gathering." This personal touch cultivates a warm and inviting atmosphere that keeps customers returning.

The Resilience of Independent Bookstores

Despite the challenges faced by the retail industry, independent bookstores are demonstrating remarkable resilience. As noted by Laura Carter, the sector continues to see new businesses emerging, particularly in smaller communities seeking local cultural hubs.

Lisa envisions a vibrant future for Bailey Books and its role in the community, dreaming of creating a cultural enclave reminiscent of Greenwich Village, complete with a printing press, bookstore, and publishing house.

Upcoming Milestones and Community Celebrations

As Bailey Books prepares for one of its most significant events, Canadian Independent Bookstore Day on April 25, excitement is building. This celebration will feature food trucks, used book sales, and the unique camaraderie that has become synonymous with the bookstore's brand.

The story of Bailey Books showcases how a family can navigate the complexities of modern retail while staying true to their roots, illustrating the enduring power of community and the written word in an ever-evolving landscape.