Skip to main content

Indies First Campaign

Indies First


Indies First, a national campaign of activities and events in support of independent bookstores, is held every year in conjunction with Small Business Saturday, the Saturday after Thanksgiving.

Since the program’s launch in 2013, notable figures have served as spokesperson for Indies First, encouraging readers and shoppers to visit their independent bookstores on Small Business Saturday. Spokespeople have included Amanda Gorman, Celeste Ng, Roxane Gay, Dan Rather, N.K. Jemisin, Jason Reynolds, Cheryl Strayed, and more.


Readers are invited to celebrate Indies First by visiting their favorite local bookstore (or bookstores!) the Saturday after Thanksgiving.

Authors and illustrators who would like to participate in Indies First are encouraged to:
  • Reach out to their favorite local indie bookstore to participate in an event or hand-sell books on Indies First
  • Link to or their favorite local store on their website
    Promote their favorite stores by posting a message or video on social media
  • Encourage followers to shop local, buy books, and put indies first on Small Business Saturday


Follow news about Indies First in Bookselling This Week and via the hashtag #IndiesFirst on social media.

Inquiries about Indies First can be directed to