Guest essay: Bookends & Beginnings needs fresh beginning

The scent of old paper and the soft glow of eclectic chandeliers – these are the hallmarks of Bookends & Beginnings, a beloved Evanston institution. For many, a visit to their flagship store at 1620 Orrington Ave is akin to stepping into a cherished dream, often sparking comparisons to the charming bookstore in the 1990s film, You’ve Got Mail. But behind the cozy shelves and whimsical nooks, a fragile reality looms for this independent bookstore and many others in Evanston, forcing its owner to seek community support to ensure a fresh beginning.

The Struggle is Real

Bookends & Beginnings has been a fixture of downtown Evanston for 12 years, but this year has brought unprecedented financial challenges. Owner Nina Barrett, in a recent piece for the Evanston RoundTable, confessed that the store has seen a marked downturn in foot traffic and sales throughout 2026. Barrett explains that month after month, Bookends & Beginnings has taken in less revenue than needed to pay rent, salaries, and other fixed expenses – a precarious situation for any small business. These difficulties mirror a broader struggle within Evanston’s downtown area, as highlighted by City Councilmember Clare Kelly, who recently wrote about the fragility of many cherished businesses, including the recent closing of the 47-year-old independent shop Guitar Works. The closure of Guitar Works wasn’t just the loss of a business; it was the loss of a community anchor. For decades, it had been a place where local musicians could find instruments, repairs, and advice. Its absence leaves a void in the musical landscape of Evanston.

A confluence of factors has contributed to this challenging environment. Catastrophic weather events, economic uncertainties like rising gas and grocery prices, and a slower post-pandemic recovery compared to neighboring communities like Wilmette and Andersonville have dampened enthusiasm for in-person shopping. The pandemic itself fundamentally altered consumer behavior, with many people shifting to online shopping habits that have proven difficult to reverse. While many businesses initially benefited from the surge in online orders during lockdowns, the subsequent return to normalcy has brought a harsh reality: many customers haven’t returned to brick-and-mortar stores in the same numbers. Downtown Evanston’s recovery has been particularly slow, partly due to ongoing construction projects that have disrupted traffic flow and limited parking, making it less convenient for shoppers. The comparison to Wilmette and Andersonville highlights a broader trend: while Evanston struggles to regain its footing, these neighboring communities have seen more robust post-pandemic rebounds, likely due to differences in demographics, business mix, and local initiatives.

A Community Hub

Despite the financial headwinds, Bookends & Beginnings remains deeply intertwined with the Evanston community. The store consistently receives recognition in The Daily Northwestern’s annual “Best of Evanston” issue, a testament to its popularity and cultural significance. Beyond sales, the store serves as a vibrant community hub, hosting a wide range of events and activities. Every summer, scores of kids participate in the annual “Where’s Waldo” scavenger hunt, encouraging exploration of downtown Evanston businesses—a program started at Bookends & Beginnings and still sponsored annually. The Waldo hunt isn't just a fun activity for children; it's a vital tool for driving foot traffic to other local businesses, creating a sense of community and encouraging residents to rediscover the unique offerings of downtown Evanston.

The store has also become a backdrop for significant personal moments. Just this past August, Bookends & Beginnings hosted the wedding of two customers who cherished the store so much that they chose to exchange vows amongst its bookshelves. Furthermore, the store has hosted notable events, including appearances by international celebrities Colm Toibin and Carla Hall, as well as local author Elliott Hurtig and a panel of Black authors addressing the question of who gets to tell Black stories. These events not only draw crowds but also contribute to the store's reputation as a cultural destination, attracting visitors from beyond Evanston. The panel discussion on Black authorship, in particular, underscored the importance of diverse voices and perspectives in literature, further solidifying Bookends & Beginnings’ commitment to inclusivity and social responsibility.

The *You’ve Got Mail* Connection

Barrett’s reflections on the store’s current situation are often framed by the iconic film You’ve Got Mail, a rom-com that celebrates the charm of independent bookstores while simultaneously depicting their vulnerability to larger corporations. The film, set in the late 1990s, portrays a chain bookstore threatening a woman-owned, second-generation indie bookstore, highlighting the challenges faced by small businesses in the face of corporate competition. While the film’s ending—where the chain store owner ultimately courts the bookstore owner—may be unconventional, it underscores the importance of community support in preserving these vital institutions. The film's enduring popularity speaks to a deep-seated nostalgia for a time when local businesses were more central to community life and a longing for the personal connection that can be lost in the impersonal world of online retail. The irony of the film’s resolution, with the corporate giant ultimately embracing the independent bookstore, serves as a reminder that even in a competitive landscape, there is room for both big and small businesses to thrive—but only with conscious effort and community investment.

A Two-Pronged Approach

Recognizing the urgency of the situation, Barrett is launching a two-pronged campaign to secure the store’s future. First, a crowdfunding campaign is underway to solicit one-time contributions, aiming to alleviate the immediate financial burden. Barrett suggests that even a small contribution from a fraction of their newsletter subscribers—she estimates that if even a quarter of subscribers gave $10 each, the store would be fine—could make a significant difference. The crowdfunding campaign isn't just about raising money; it’s about demonstrating the community's commitment to Bookends & Beginnings and sending a message that the store is valued and worth saving. Second, the store is establishing a paid membership program, modeled after those of cultural organizations like opera companies, symphonies, and Ravinia, to create a more predictable and sustainable stream of financial support. This membership program aims to foster a deeper sense of connection between the store and its most loyal customers, offering exclusive benefits and opportunities while providing a reliable source of revenue.

The Community’s Role

Barrett’s message is clear: the survival of Bookends & Beginnings depends on the active support of the Evanston community. She emphasizes that supporting the store isn't just about preserving a bookstore; it's about safeguarding the unique character and identity of Evanston. It’s a call for residents to intentionally invest in the businesses that make their city special, recognizing that the closure of even one beloved institution can have a ripple effect throughout the community. The success of Bookends & Beginnings is inextricably linked to the health and vitality of downtown Evanston as a whole. By supporting this bookstore, residents are also investing in the future of their city, ensuring that it remains a vibrant and welcoming place for all.

Resources and Next Steps

For those wishing to contribute to Bookends & Beginnings’ crowdfunding campaign, more information can be found Bookends & Beginnings Website. Details about the new membership program are also available on their website. Residents seeking support for Evanston businesses can explore resources offered by the Evanston Chamber of Commerce and the City of Evanston’s economic development initiatives. The annual “Where’s Waldo” program, a cherished community tradition, is sponsored annually by Bookends & Beginnings and offers a fun way to explore downtown Evanston businesses.

As the holiday season approaches, the future of Bookends & Beginnings hangs in the balance. It is up to the Evanston community to choose whether this season marks an ending or a new beginning for this treasured bookstore, and by extension, for the vibrant character of downtown Evanston. The hope remains that through collective support and renewed commitment, Bookends & Beginnings can continue to inspire generations of readers and serve as a beloved gathering place for years to come.