American Booksellers Association, the number of independent U.S. bookstores increased 35%, from 1,651 in 2009 to 2,227 in 2015. A Harvard Business School study by professor Ryan Raffaelli attributed this increase to the buy local movement and success in curation of interesting titles and hosting book-oriented community events. The market has bifurcated between consumers looking for a highly interactive experience at local stores, and consumers looking for low-cost, high-selection stores where large chains compete with difficulty against online sales. Portrayal in film Two documentary films, Indies Under Fire (2006) and Paperback Dreams (2008), explore the difficulties faced by U.S. independent bookstores in the new economy. The competition between chain and independent retailers was fictionalized in the 1998 film You've Got Mail. See also Feminist bookstore Religious bookstore References External links American Bookseller's Association (United States) Independent Online Booksellers Association How Independent Bookstores Have Thrived in Spite of Amazon.com