Indies First



Indies First

A national campaign of activities and events in support of independent bookstores, is held every year in conjunction with Small Business Saturday, the Saturday after Thanksgiving.


Since the program’s launch in 2013, notable figures have served as spokesperson for Indies First, encouraging readers and shoppers to visit their independent bookstores on Small Business Saturday. Spokespeople have included Amanda Gorman, Dan Rather, Roxane Gay, N.K. Jemisin, Jason Reynolds, Celeste Ng, and Cheryl Strayed.


In the weeks leading up to the event each year, publishers big and small coordinate special offers on their titles to support independent booksellers. 

In addition to taking advantage of these special offers, booksellers are encouraged to participate in Indies First by:

  • Asking local authors to promote their stores by posting a message or video on social media

  • Promoting events and the celebration of Indies First via websites, newsletters, and social media platforms (using the hashtag #IndiesFirst)

  • Encouraging customers to shop local, buy gift cards, and put indies first during the holiday shopping season



Follow news about Indies First in Bookselling This Week and via the hashtag #IndiesFirst on social media. Inquiries about Indies First can be directed to [email protected].


About ABA

The American Booksellers Association, a national not-for-profit trade organization, works with booksellers and industry partners to ensure the success and profitability of independently owned book retailers, and to assist in expanding the community of the book.

Independent bookstores act as community anchors; they serve a unique role in promoting the open exchange of ideas, enriching the cultural life of communities, and creating economically vibrant neighborhoods.


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