Why America is falling in love with romance bookstores

Throughout Harvard Square, there are many bookshop brimming with the latest literary fiction and intellectual memoirs, patronized by scholarly types. But in January, a new bookshop popped up in the neighborhood that is nothing like the others.

Lovestruck Books is a romance bookstore. It’s Instagrammable entrance is adorned with pink and purple flowers. There’s a coffee shop that transforms into a wine bar for evening events. Besides an enormous selection of romance novels, you can also purchase sex toys and tote bags emblazoned with “I read smut.” “We want to toe the lie a little bit with being provocative and edgy,” says Rachel Kanter, the store’s founder. “But the most important thing is that everything is done in a way that feels safe and welcoming.”

Her plan seems to be working. The store has been packed since launch and Kanter has blown through all of her sales targets. Customers don’t just visit the store to discover new books; they come to gather with one another. On a recent Tuesday, I sat on a plush velvet sofa in the corner of the store with a cup of tea. Next to me, a woman was tearfully confiding to an older friend about her divorce. When they left, two women sat down and pondered whether Mark Zuckerberg’s newfound embrace of “masculine energy” would break up his marriage.

The Ripped Bodice in Ventura, California, was the first romance bookstore to open in the United States back in 2016. It was so successful that it went on to open another location in Brooklyn, and has paved the way for dozens more to open. There are now 30 romance bookstores around the country, including A Novel Romance in Louisville, Kentucky, and Blush Bookstore in Wichita, Kansas.

Most of these bookstores are founded by women, and they’ve become safe spaces for their predominantly female and queer customers to gather and create community. This is abundantly clear on Valentine’s Day. While the holiday is purportedly about celebrating romance, these bookstores are choosing to focus on friendship. Lovestruck is hosting a conversation with best-selling novelist Ashley Poston about female friendships. Sweeter Than Fiction, a bookstore in downtown Charleston, South Carolina, has organized an outing for customers who love sports romance novels to attend a hockey game.

Romance goes mainstream

Callie Lamb opened Sweeter than Fiction in Charleston last October. On opening day, a line of customers snaked around the block. “I exceeded my three month sales target on day one of being open,” she says. “Even now, I can’t keep books in stock.”

Lamb had spent her career as a buyer for large retailers like Belk and Dollar Tree, but during the pandemic, she decided it was time to strike out on her own. In 2023, she came up with the idea of opening a romance bookstore. She found a prime location on King Street, Charleston’s shopping district, and poured her savings into transforming it into an aesthetically pleasing venue, with a plant wall, pink bookcases, and marble topped tables to display books.

Romance, as a genre, exploded during the pandemic. This coincided with the rise of TikTok. Book lovers took to the platform to promote their favorite titles, driving sales. Today, romance is both a top-selling and fast-growing genre in fiction. In 2023, romance novels sold 39 million copies, more than double the number from 2020. Publishers are now flooding the market with even more titles across many sub-genres, including LGBTQ+ romance, paranormal romance, and romantasy (a blending of romance and fantasy). “Romance is a huge category, but most bookstores have a small section devoted to it,” Lamb says. “There’s a clear demand for a store that specializes in romance.”

One reason that some bookstores don’t have more romance books is that the genre has has been stigmatized for decades. This taboo goes back centuries, scholars say, as the male-dominated literary establishment dismissed these books because they were primarily written by and for women. But while previous generations of women felt the need to hide their Harlequin romances, today’s readers are reading romances unapologetically. Indeed, some women want to reclaim the word “smut” as a form of female empowerment, since romance novels have done a great deal to center women’s desires, sexuality, and experiences.

“There is a tendency to dismiss things that are geared towards women,” Kanter says. “Romance is a powerful way for women to reclaim something that belongs to them.”

A Feminine Energy

While there’s are some men who feel comfortable admitting they read love stories, the vast majority of romance readers—and romance bookstore customers—are women. So it makes sense that romance bookstores are unapologetically feminine. The interior design tends to be saturated in shades of pink, red, and purple. They sell jewelry, throw cushions, and candles. Flowers are often part of the decor.

For many of these romance bookstores, part of the business model is hosting events and talks. In just one month in business, Lovestruck has already hosted more than 3,400 people at in-store events. The talks tackle a wide range of topics, from discussions with best-selling authors to learning how to play mahjong to unpacking steamy love scenes in LGBTQ+ love stories. “The community in Harvard Square has come in out droves to support us,” Kanter says. “It’s clear they were hungry for this kind of gathering space.”

For many people, romance bookstores have become a place to escape from current politics, which have increasingly restricted women’s rights as well as the LGBTQ+ community. Indeed, Lamb points out that part of the reason that romance took off during the pandemic is because readers wanted an escape from the harsh realities of life. “By definition, you get a happily ever after,” she says. Kanter concurs. Her store and events are deliberately designed to be fun and lighthearted.

But at the same time, creating a place where women and queer folks can find joy in one another’s presence also feels like an act of resistance in this political climate. “Our customers are choosing to put their dollars towards supporting a woman-owned business that celebrates the female experience,” Kanter says.