Why Romance Bookstores Are Thriving While Others Struggle
Romance readers are rewriting the bookstore experience—one happily-ever-after at a time.
In an era where independent bookstores fight to survive, one niche is flourishing: romance-only bookstores. Thanks to TikTok’s BookTok phenomenon, a booming romance market, and the need for community spaces, bookstores dedicated solely to love stories are thriving across the U.S. according to Fast Company.
📖 A New Chapter for Bookstores
Romance bookstores are breaking the mold of traditional booksellers. Take Lovestruck Books, which recently opened in Harvard Square. Unlike the usual literary hubs filled with academic texts and memoirs, Lovestruck welcomes readers with pink and purple floral decor, a cozy café-turned-wine-bar, and shelves lined with swoon-worthy stories.
Founder Rachel Kanter wanted the space to feel safe, welcoming, and a little bit provocative—and it’s working. The shop has exceeded sales targets, with customers not just buying books, but gathering, connecting, and sharing their love for the genre.
💕 The Rise of Romance-Only Bookstores
The success of The Ripped Bodice, which opened in California in 2016 before expanding to Brooklyn, paved the way for over 30 more romance bookstores nationwide. A Novel Romance in Louisville, Kentucky, Blush Bookstore in Wichita, and Sweeter Than Fiction in Charleston are just a few locations where romance readers are finding their own happy endings.
These bookstores go beyond just selling books—they create community. Instead of focusing on Valentine’s Day romance, many stores celebrate Galentine’s Day with friendship-themed events. Some organize meetups, while others plan outings, like Sweeter Than Fiction’s hockey game for sports romance fans.
📚 Why Romance? Why Now?
Romance has always been a powerhouse genre, but the pandemic and BookTok supercharged its popularity. In 2023 alone, romance novels sold 39 million copies, more than double the number from 2020. Readers are unapologetically embracing romance, breaking free from outdated stigmas.
For decades, the genre was dismissed by the male-dominated literary world. But today’s readers are reclaiming terms like “smut” as a badge of empowerment, celebrating romance novels for centering women’s desires and relationships.
“There is a tendency to dismiss things that are geared towards women,” Kanter explains. “Romance is a powerful way for women to reclaim something that belongs to them.”
🌸 More Than a Bookstore—A Safe Haven
Romance bookstores aren’t just retail spaces; they’re third places—welcoming environments where people gather outside of work and home. Their aesthetic leans deliberately feminine, with soft lighting, plush seating, and pink-themed decor.
They also serve as cultural hubs, hosting events that range from author talks to LGBTQ+ romance discussions. In its first month, Lovestruck Books welcomed over 3,400 people to its in-store events.
As book bans rise and political tensions increase, many find solace in these bookstores. Romance, with its promise of happily-ever-afters, provides an escape from reality. But supporting women-owned businesses that celebrate love and diverse experiences is also an act of quiet rebellion.
“Our customers are choosing to put their dollars toward something that celebrates the female experience,” says Kanter. And that’s a love story worth celebrating.