Pitching Your Book to Indie Bookstores (Without Being Pushy)

How to Get Your Book in Bookstores: A Respectful Approach

If you’re an author wondering how to get your book in bookstores, you’re not alone! Securing shelf space—especially in indie bookstores—is a valuable way to reach local readers, build your audience, and boost sales. But pitching your book to bookstore owners can feel intimidating, and the last thing you want is to come across as pushy or desperate.

The key to success lies in understanding how indie bookstores operate, doing your research, crafting a respectful pitch, and offering flexible terms.

This guide will walk you through exactly how to approach bookstores with professionalism and confidence, helping you get your book in front of the right readers—without burning bridges.

Understand the Indie Bookstore Business Model

Before you pitch your book, it’s important to understand how indie bookstores work. Unlike big chains, indie bookstores have limited shelf space, tight budgets, and a strong focus on curating books their customers will love. This means they are selective about which titles they carry—and how they work with authors.

Here are key things to know:

1. How Indie Bookstores Stock Books

Consignment: The bookstore displays your books but only pays you after they sell. Unsold books can be returned after an agreed period. This lowers the store’s risk but means slower payments for you.

Wholesale: The bookstore buys your books upfront at a discounted price (usually 40–55% off retail). This gives you faster payment but can be harder to negotiate for new authors.

2. Why This Matters for Your Pitch

Bookstores want to minimize risk and maximize sales. Demonstrating flexibility with terms—such as offering consignment—makes you a more attractive partner. Being clear about how you’ll handle returns or restocking shows professionalism.

3. Other Factors Bookstores Consider

Local Demand: Does your book appeal to their typical customers or community interests?

Author Engagement: Are you active locally or willing to do events and signings?

Book Quality: Professional editing, cover design, and compelling back matter make a big difference.

Diversity of Stock: Bookstores balance genres, formats, and authors to curate a unique selection.

Pro Tip: Ask bookstores about their preferred terms before pitching. Some have submission guidelines or policies posted on their websites. Respecting their process shows you value their time and helps build goodwill.

Research Your Target Bookstores

Finding the right indie bookstores to pitch your book to is a crucial step in getting your book on shelves—and getting noticed by the right readers. Not every bookstore will be a perfect fit, so targeted research saves you time and improves your chances of success.

1. Identify Stores That Match Your Book’s Genre and Audience

Look for bookstores known to carry books similar to yours. For example, a sci-fi novel fits better in a store with a strong speculative fiction section than a niche poetry shop.

Use bookstore websites and social media to see what they stock and promote. Many post staff picks, upcoming events, and featured genres.

2. Use Indie Bookstore Directories and Resources

IndieBound.org lets you search for independent bookstores by location.

Local bookstore associations or chambers of commerce often have listings and contacts.

Bookstore review sites and local magazines can offer insights into each store’s vibe and clientele.

3. Check Submission Guidelines and Preferred Contact Methods

Many indie bookstores post their submission policies online—some accept email pitches, others prefer in-person visits or phone calls.

Following their preferred method shows professionalism and respect.

4. Connect with the Community

Join local reading groups, attend bookstore events, or follow bookstores on social media to understand their culture and customer base.

Building familiarity can help you tailor your pitch and open doors for introductions.

Pro Tip: Make a shortlist of 5–10 bookstores that seem like the best fit. Customize your pitch for each, referencing something specific about the store to show you’ve done your homework.

Craft a Respectful, Professional Pitch

When pitching your book to indie bookstores, the way you communicate can make all the difference. Your goal is to show professionalism, respect for the bookstore’s time, and a clear understanding of why your book fits their shelves—without sounding pushy or demanding.

What to Include in Your Pitch

➊ Subject Line: Keep it clear and concise. Example: “Book Pitch: [Book Title] by [Your Name]”

❷ Introduction: Briefly introduce yourself as an author and mention if you have any local or relevant connections.

❸ Book Overview: A short, compelling synopsis of your book (2-3 sentences). Highlight what makes it unique and why it appeals to their customers.

❹ Why This Book Fits: Explain why your book would be a good addition to their store. Reference their audience, events, or curated selection.

❺ Sales Terms: Briefly mention your flexibility with consignment or wholesale terms to reduce risk for the bookstore.

Thank You & Contact Info: Thank them for their time and provide your contact details.

Tips for Tone and Style

Be concise—store owners receive many pitches.

Keep it friendly and professional, avoiding overly casual language or hard sales tactics.

Don’t demand shelf space; instead, express interest in a potential partnership.

When and How to Follow Up

Wait at least 2–3 weeks before sending a polite follow-up email if you haven’t heard back.

Keep follow-ups brief and courteous—thank them again and ask if they had a chance to review your pitch.

Example Pitch Template

Subject: Book Pitch: Whispers in the Wind by Jane Doe

Dear [Store Owner’s Name],

My name is Jane Doe, and I’m a local author of contemporary fiction. I’m reaching out to introduce my new novel, Whispers in the Wind, a story about family secrets set in our town’s historic district.

I believe this book would resonate with your customers who enjoy character-driven stories with a strong sense of place. I’m happy to offer it on consignment or wholesale terms and would welcome the opportunity to discuss how it might fit into your store.

Thank you for considering my book. I look forward to hearing from you.

Best regards,
Jane Doe
[Email Address] | [Phone Number] | [Website or Social Media]

Offer Flexible Terms: Consignment vs. Wholesale

One of the biggest hurdles in getting your book into indie bookstores is offering terms that work for both you and the store. Understanding and being flexible with consignment and wholesale options can increase your chances of success.

What Is Consignment?

With consignment, bookstores don’t pay upfront. Instead, they display your book and pay you only after it sells. Unsold copies can usually be returned after an agreed period. This arrangement lowers the bookstore’s risk but means you’ll receive payment more slowly and must manage inventory returns.

What Is Wholesale?

Wholesale means the bookstore buys your books upfront at a discounted rate (often 40–55% off the retail price). You get paid faster but assume the risk that the store might not sell all copies.

Why Flexibility Matters

Offering consignment terms can make bookstores more willing to stock your book, especially if you’re a new or local author. Some stores prefer wholesale to simplify bookkeeping, so being open to both options shows professionalism and increases your chances.

Sample Consignment Clause to Include in Your Pitch

“I’m happy to offer [Book Title] on a consignment basis with a 60-day return policy for unsold copies, or at wholesale terms if preferred. I’m open to discussing what works best for your store.”

Build Relationships Beyond the Pitch

Getting your book on bookstore shelves is just the beginning. Building genuine relationships with indie bookstores can lead to ongoing support, better placement, and even invitations to events.

Support the Store

Attend store events and buy books from them regularly—not just your own.

Share their social media posts and recommend the store to your readers.

Offer to Participate

Suggest book signings, readings, or workshops, but frame these as opportunities for mutual benefit rather than obligations.

Be flexible and willing to adapt to their schedule and needs.

Stay Respectful and Professional

If a bookstore declines your pitch, thank them for their consideration and keep the door open for future opportunities.

Maintain polite, occasional check-ins without overwhelming them.

Additional Resources & Tools

To make pitching your book to indie bookstores easier and more effective, here are some valuable resources and tools:

Indie Bookstore Directories

◈ IndieBound – Find independent bookstores by location.

◈ Local bookstore associations – Many regions have groups or coalitions that list member stores and offer pitching guidelines.

Pitch Email and Consignment Templates

◈ Downloadable pitch email samples and consignment agreement templates (consider providing or linking to a downloadable PDF on your site).

◈ Websites like Reedsy and Jane Friedman offer free author marketing templates.

Author Marketing Guides

◈ Books and blogs focused on author marketing and indie bookstore sales, such as “Marketing for Writers Who Hate Marketing” by James Scott Bell or Jane Friedman’s blog.

Social Media & Community

◈ Join author groups on Facebook and Goodreads that share tips and experiences about bookstore pitching.

◈ Follow indie bookstores on social media to keep up with their events and preferences.

Pitch Your Book with Confidence and Respect

Getting your book into indie bookstores takes more than just a good story—it requires professionalism, patience, and a respectful approach. By understanding how bookstores operate, researching the right stores, crafting a clear and courteous pitch, and offering flexible terms, you position yourself as a trusted partner rather than just another sales pitch.

Remember, bookstores are community hubs, and building genuine relationships can open doors far beyond a single sale. Approach your pitch with confidence and respect, and you’ll increase your chances of seeing your book on shelves where it belongs.

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