In the last blog post, I shared how I self-published my book and what that journey looked like from idea to printed page. Today, I want to take it a step further. I’m going to show you how I got my book into bookstores and gift shops.
Whether you’re a first-time author or looking to expand your book’s reach, getting into physical stores can feel like a big leap. But I’ve found that with the right tools and a little persistence, it’s completely doable even if you’re self-published. In this post, I’ll share my exact pitch template, how I track outreach, and what I’ve learned about selling through both indie shops and larger retailers.
Step 1: Start Local and Independent
Before aiming for national chains, I began by connecting with independent bookstores, gift shops, and boutiques. These shops often love supporting local creators, and many are open to carrying books on consignment or through small-batch wholesale.
Since my books feature a lot of local businesses, I obviously started with the ones that are mentioned in the books or those that are nearby. I slowly started to expand by reaching out to bookstores and gift shops that I thought would sell them within a 25 mile radius.
It was super easy to find their contact info through their website, Instagram or on their Facebook business page. I stuck with either DM’ing them on social OR sending them an email. And if I’m being honest, I was shocked to see how many businesses responded to my DM rather than email. So for the most part, I would start the conversation briefly in a DM and then ask them if I could email them to continue the conversation since it’s easier to send them attachments and keep track of things better. I feel it’s also more professional this way.
Step 2: My Exact Pitch Template
Here’s the message I send when reaching out via email or Instagram DM:
Hello!
My name is Crystal and I’m the creator of Dates in the States — a travel-inspired date night guidebook series for couples who love exploring local gems. Our books are filled with unique, off-the-beaten-path experiences and are perfect for adventurous couples or as a thoughtful gift.
I’m currently looking to partner with independent bookstores and boutiques like yours to carry our titles. I’d love to share more about the books and discuss how we could work together — whether it’s through wholesale or consignment.
If you’re open to it, I’d be happy to send over a sample or chat more about what makes Dates in the States a fun fit for your customers.
Thanks so much,
Crystal
This message is simple, friendly, and straight to the point. I personalize it when I can — like using the shop owner’s name or referencing something about their shop that I love. But, this is the gist of it!
Step 3: Track Your Outreach
To stay organized, I keep a running spreadsheet of:
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Store name
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Contact name
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Contact method (email, Instagram, in person)
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Date contacted
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Response status
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Follow-up dates
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Notes or outcomes
This helps me know who to check in with and who’s interested.
➡️ 
Step 4: Wholesale vs. Consignment
Depending on the store, some prefer to order a few books at a wholesale price (typically 40–50% off retail), while others take them on consignment (you’re paid when the book sells). I’ve done both!
For example:
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Bookstores are more apt to do consignment rather than wholesale. I set the price and get 60% of the sale while they get 40% of the sale. They notify me when they are low on books so I can bring more in and replenish their stock as needed.
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Gift stores, restaurants and other businesses have been more apt to get the books wholesale. This way they can purchase them for a lower price, and sell them at whatever price point they’d like. I make basically what I would by doing consignment but it’s in one lump sum!
If you’re unsure how to price for wholesale, here’s a basic formula:
Retail Price ÷ 2 = Wholesale Price
Make sure your printing cost still allows room for profit.
Step 5: Barnes & Noble and Bigger Chains
Yes, you can get into Barnes & Noble — even as a self-published author! Their local stores often stock books from nearby creators.
I got lucky. I was actually approached by a bookseller from our local Barnes & Noble at a bookfair and got a meeting with them that way. They loved the books and the idea of them, but I had a little homework to do before they could sell them for me. You can reach exactly what I did here: How I Self-Published a Book (And How You Can Too) –
Because I had to get them into a platform like IngramSpark, I can also get them into other bigger chains like Target or Wal-Mart if I so choose.
Here’s a submission form for local authors here:
👉 https://www.barnesandnobleinc.com/authors-local-authors/
Bonus Tips for Making It Easy for Stores to Say “Yes”
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Create a clean, visual sell sheet with pricing, ISBN (if you have one), and product photos.
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Include a link to your book’s website or a sample copy.
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Be open to hosting an event or book signing — especially if it helps bring people into the store.
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Keep packaging neat and professional (a great first impression matters!).
- In my emails and introductions, I created a media kit as well so they can learn more about me and the books I create! Check it out here.
If your goal is to see your book on a shelf — go for it! Don’t be afraid to reach out. Most shop owners appreciate the initiative and may even be looking for something just like your book. And if you want a second pair of eyes on your pitch or sell sheet, I’m always happy to help — just reach out.
