SOUTH HADLEY, MA (WGGB/WSHM) -- After nearly two decades of decline, bookstores are experiencing a comeback as readers return to physical books in record numbers.

The digital age has opened remarkable doors for book consumption. Readers can listen to audiobooks during commutes and download entire author collections to single devices with just a few taps.

Yet despite this convenience, physical book sales are surging as readers choose to step away from screens and pick up something tangible. Joan Grenier, owner of Odyssey Books in South Hadley, said customers are seeking authentic community connections. “People are looking for that experience in their community and to know their booksellers by first name and know something about their family...it’s a rootedness that, I think, people are looking for,” she explained.

Grenier has been a vital part of the South Hadley community for many years. After her father opened the store in 1963, Joan took the helm and has been leading the store for over 30 years. “And of course, we’ve had our own ups and downs between economic downturns and the expansion of bookselling, retail and online, but we, with a lot of help from friends and people, loyal customers and friends, we’ve managed to make it through those ups and downs,” she noted.

Odyssey Books has evolved into more than a bookstore. With more than 125 events a year, readers visit for author readings, exclusive first edition collections, and book club gatherings. The store has become a community center. “And so people really love being together and meeting an author and hearing an author talk about how they wrote the book and being able to ask questions to the author and then have their book signed,” Grenier noted.

This trend extends far beyond western Massachusetts. Barnes & Noble, one of the nation’s largest bookstore chains, is opening 60 new locations in 2026. The expansion marks a significant shift for a company that spent nearly two decades closing stores.

Besides a yearning for community, Grenier said social media has been a huge factor in getting more customers through her front door. For younger readers especially, social media platforms like TikTok and Instagram are driving book discoveries. “People are talking on social media about the books that they love and I think that has really helped. Sometimes, I think that social media can be a rabbit hole and distracting. I know it is for me sometimes, but I think you also learn about what people are passionate about and you can share that,” she explained.

Whether discovering books on social media or finding refuge in local bookstores, readers are seeking authentic connections that physical books deliver. “Well, I often say that, you know, books can take you different places. They can take you back in time, and they can take you forward. And it’s really a journey that is worth taking,” Grenier said.

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