When the final Harry Potter installment was published on July 21, 2007, bookstores across the U.S. celebrated with midnight release parties — some with booze, befitting a series whose earliest readers were now in their 20s. These parties took place at thousands of bookstores at a time that was, in retrospect, Peak Bookstore.
“That era, 1997 to 2007, was truly a sweet spot for readers,” Jenna Amatulli reminisced in HuffPost in 2017. “They watched the fandom bloom from nothing, lined up willingly outside of a physical store — oftentimes without a celebrity-sighting incentive — and read without the fear of a push-alert or Twitter spoiler.”
Turnout for the same release today would be lower, because of Amazon.com Inc., because of dying malls, because of J.K. Rowling’s support for gender essentialism — and because there are simply fewer bookstores. Between 1991 and 2011, the U.S. lost 1,000 chain bookstores. A story in The Bulwark checking in on Borders locations 10 years after its 2011 bankruptcy revealed that some had become Books-A-Million, but many more of their “medium-box” locations now sold food, furniture or clothes.
Even so, that HuffPost story, now five years old, may have played taps for the chain bookstore too soon.