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Independent bookstores (often called “indies” or “independents”) sustained threats to their basic business model because of the growth of national bookstore chains and the proliferation of book sales online, in price clubs, supermarkets, convenience stores, mass merchants, and specialty stores, the emergence of digital e-books and eReaders, and the U.S. recession of 2007–2009. These events triggered the closing of hundreds of independent bookstores. In spite of stiff online and brick-and-mortar competition and the recession, many independents were able to grow in size and importance. This article outlines the competitive advantages utilized by many independent bookstores between 2009 and 2018, resulting in an increase in the number of independent bookstores between 2009 (1651) and 2018 (2470).