Indies First Review: A national day celebrating independent bookstores

Indies First is an annual event that turns the spotlight onto independent bookstores across the United States, inviting readers to kick off the holiday shopping season with a purpose. Held on Small Business Saturday, November 28, this year marks the 14th edition of a tradition that has grown to include nearly 1,000 indie bookstores nationwide. The event is organized by the American Booksellers Association (ABA) and brings together authors, publishers, and local communities in a celebration of the written word and economic vitality.

Shoppers can explore the new Indies First Map, an interactive guide that highlights hundreds of events and experiences happening in communities from coast to coast. Whether someone is hunting for the perfect gift or planning a full day of bookstore hopping, the map makes it easy to discover what’s nearby. Indies First is more than a shopping day—it’s a reminder that locally owned businesses generate substantially more economic benefit to the local economy than chain or online businesses, as ABA’s Senior Marketing Manager Courtney Wallace notes.

What is Indies First?

Indies First is a collaborative campaign that spotlights the unique role independent bookstores play in their communities. Founded in 2013, the event has been championed by celebrated authors and cultural figures such as Roxane Gay, Jason Reynolds, Dan Rather, Kate DiCamillo, Cheryl Strayed, and Lena Dunham. Each year, a distinguished ambassador helps lead the charge; past ambassadors include Celeste Ng (2022), Amanda Gorman (2023), Trevor Noah (2024), and LeVar Burton (2025).

For 2026, the ambassador is Hanif Abdurraqib, a poet, essayist, and cultural critic from Columbus, Ohio. Abdurraqib is a MacArthur Foundation “Genius Grant” recipient and the author of several acclaimed books, including the New York Times bestseller There’s Always This Year. He describes the indie bookstore as “a kind of beacon and guide, a community guide, and a guide for what the people in the community love, and what the people in the community need, and what the people in the community desire.”

What stands out

Community-driven approach

Indies First is built around the idea that local businesses are the heart of neighborhoods. By participating, shoppers directly support job creation, economic growth, and the preservation of local character. The event is a powerful antidote to the convenience of online giants, reminding everyone that every dollar spent at an indie bookstore stays in the community longer.

New interactive map

The introduction of the Indies First Map is a game-changer. It allows users to filter events by location, type of activity, and time, making it simple to plan a day of literary discovery. The map is updated in real time, so shoppers can see which stores are offering author signings, story times, or special discounts.

Strong ambassador program

Having a respected literary figure like Hanif Abdurraqib as ambassador adds credibility and excitement. His passion for indie bookstores and his own body of work—including poetry, essays, and cultural criticism—resonates with both longtime readers and newcomers. His involvement inspires trust and curiosity.

Who it’s for

Indies First is for anyone who loves books and believes in the power of small businesses. It’s ideal for holiday shoppers looking for meaningful gifts, families who want to introduce children to the joy of browsing a local bookstore, and bibliophiles who enjoy discovering hidden gems. The event also appeals to community advocates who understand that supporting local businesses strengthens the entire neighborhood.

Teachers, librarians, and book clubs will find Indies First a wonderful opportunity to connect with fellow readers and discover new titles. The map makes it easy to find events that cater to specific interests, from poetry readings to children’s story hours. Indies First is inclusive, welcoming anyone who wants to celebrate the written word in a warm, community-focused setting.

Pricing and availability

Indies First itself is free to attend; there is no cost to participate in the day’s events. Individual bookstores may offer special discounts or promotions, but those vary by location. Additionally, the ABA has partnered with Libro.fm for its annual Shop Small Sale, offering hundreds of audiobooks at reduced prices, including bestsellers and bookseller picks. New members can even receive two free audiobooks. The Indies First Map and all related resources are available at no charge on the ABA website.

What makes it worth considering

Indies First is more than a marketing campaign—it’s a movement that fosters genuine connections between readers and their local bookstores. The event has grown steadily since 2013, proving that people crave authentic, community-centered experiences. The addition of the map makes it easier than ever to participate, removing the guesswork from finding events.

Moreover, the involvement of Hanif Abdurraqib as ambassador brings a fresh, thoughtful voice to the campaign. His emphasis on the bookstore as a “community guide” aligns perfectly with the event’s mission. Indies First also extends beyond a single day: the Shop Indie Local Holiday Campaign, in partnership with the American Independent Business Alliance, carries the spirit through the entire holiday weekend.

Verdict

Indies First is a heartwarming, community-driven initiative that makes holiday shopping meaningful and supports local economies. With an interactive map, a stellar ambassador, and nearly 1,000 participating stores, it’s an easy and rewarding way to celebrate books and small businesses.