Nestled away from the bustling main street of Viroqua, an old brick warehouse serves as a nostalgic reminder of the region's agricultural past. Once home to the Viroqua Leaf Tobacco Co., this historic site has transformed into a beloved destination for bibliophiles across Wisconsin and beyond. Driftless Books & Music offers an extensive collection of used books spanning every imaginable subject, with volumes stacked high on two floors of the century-old building. Store owner Eddy Nix marvels at the diverse origins of his patrons, who travel from far and wide to experience the unique charm of this literary haven. Despite the rise of online book availability, independent bookstores like Driftless continue to thrive by fostering personal connections with customers. This trend is not unique to Viroqua; across the Midwest, more indie bookstores are opening their doors, supported by a growing community of young readers engaging on social media platforms such as TikTok and Instagram.
Driftless Books & Music, originally established over two decades ago, has evolved into a labyrinth of bookshelves and secondhand art. While much of its revenue initially stemmed from selling rare books online, last year marked a significant shift as in-store sales surpassed those made digitally. This surge in foot traffic, particularly evident during summer months, transforms the quaint town into a bustling hub reminiscent of larger cities. Grace Hagan of the Midwest Independent Booksellers Association notes that nearly 50 new bookstores joined the association within the first quarter of the year, reflecting a broader resurgence in demand for physical bookstores. The pandemic played a pivotal role in this revival, driving increased support for small businesses and bolstered further by movements like "BookTok," which have cultivated a vibrant community of enthusiastic young readers.
In addition to these digital influences, the rising tide of book bans in schools and public libraries has prompted many independent sellers to champion titles often targeted by censorship efforts. According to the American Library Association, 2024 saw over 800 attempts to censor library books nationwide, largely driven by organized pressure groups rather than local concerns. In response, numerous indie bookstores actively promote literature addressing themes such as Black experiences, LGBTQ+ identities, and reproductive rights. Beyond mere sales transactions, these establishments increasingly focus on creating spaces for community engagement through book clubs and cultural events. At Driftless Books & Music, Eddy Nix prioritizes hosting concerts and gatherings, emphasizing the dual nature of his store as both a commercial enterprise and a communal space.
Similar initiatives are taking root elsewhere, including Milwaukee’s Niche Book Bar, where owner Cetonia Weston leverages events to draw in potential customers. By offering poetry readings and other attractions, she introduces visitors to her diverse selection of books authored by Black writers, complemented by a cozy in-store café serving wine and coffee. Weston highlights the importance of forging personal connections with patrons, noting that they seek not only literary recommendations but also insights into the person behind the business. Her daily routine, from preparing beverages to updating signage, brings her immense joy, especially when facilitating meaningful interactions centered around shared passions for reading.
This evolving landscape underscores the enduring appeal of independent bookstores, which continue to captivate readers by blending tradition with innovation. As communities rally around these cherished institutions, they foster environments where literature thrives alongside human connection, proving that even amidst changing times, the allure of a well-stocked bookstore remains timeless.