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Over the last decade, students and faculty have looked to their campus bookstores to fulfill evolving needs. A shift towards digital course materials has been augmented by online courses which increased throughout the COVID-19 pandemic.
Yet, the evolution goes beyond the rise of digital learning. Students simply aren’t investing as much financially in their reading lists. According to the College Board Trends in College Pricing and Student Aid 2023, “average student spending on textbooks and digital course materials declined by over 40% in the last decade.”
As a result, campus bookstores have been hard pressed to find alternate revenues and strategies to reach student customers. Overall, bookstores are a source of campus identity, said university experts.
James Best, director of Cornell Retail Services, said the university’s store serves as a central hub for academic resources, student necessities, and the community. The store offers an array of products from course materials to technology, college-branded merchandise, and everyday essentials.
“We play a vital role in reinforcing campus culture and identity by offering university-branded items that resonate with the spirit of Cornell,” he said.
Some campus bookstores are adapting through partnerships with companies as well as the expansion of the goods and services that they offer. The University of North Georgia works with Barnes & Noble College to provide services on five campuses, including managing three retail outlets and the official university bookstore.
Student Spending in Decline
The Student Watch Survey reported that students spent an average of $285 on course materials for the 2022-23 course year. This is the lowest spending recorded in 16 years, according to Lacey Wallace, research analyst for the National Association of College Stores. She was quoted in an article published by the Association of American Publishers in June 2023.
The Student Monitor Survey reported $333 as the average spending on course materials for the previous academic year and attributed the reduction in spending to the increase in use of digital course materials.
Given reduced student spending, what do students seek at their campus bookstore?
Audrey Rahimi, a first-year medical student at Georgetown University, said that as an undergrad, she felt obligated to read every assigned reading, and tried to purchase textbooks wherever it was cheapest.
“I often went through the bookstore for science textbooks so I could rent them and return them at the end of the year,” she said. “For smaller books or novels for Spanish, I would buy them through Amazon or online and often keep them.”
Best said that college students value convenience, variety, and affordability in their campus stores.
“Students often seek competitive pricing and opportunities for savings, whether through discounts, or programs that offer all-in-one shopping for textbooks,” he said. “Where else can you find a college-branded sweatshirt, a required textbook, shampoo, or the latest tablet, all within walking distance for on-campus students?”
Providing Accessible Course Materials on Day One of Class
Accessibility, both financially and practically, of course materials is a huge priority for colleges, and by extension, campus bookstores.
Best said that he’s seen a shift in preferences toward digital materials. The bookstore implemented programs in partnership with the university to transition from physical course materials to a digital-first course materials model.
There are multiple course delivery models, he said. In fall 2022, the university launched their Equitable Access program, which provides all required textbooks to undergraduates for a flat fee each semester. It also prioritizes providing digital formats to students by the start of classes.
The university’s Instant Access program ensures graduate and professional students have digital access to textbooks on the first day of class, with the costs bundled into tuition and fees. Students have two weeks from the start of class to decide whether to keep access to the digital textbook or opt-out.
The push to make everything accessible in the same place has made room for companies that streamline access to textbooks in partnership with the campus bookstores. Presently, Cornell University delivers 80 percent of required course materials in digital format.
Some professors place orders for books on their class reading list at local independent bookstores, which provides a challenge for campus stores aiming to attract students. And of course, the ultimate competition comes from online platforms like Amazon which offer unrivaled low prices for hard copy books.
Campus Stores Look to Thrive
An in-depth report by MBS Books, a company that supplies textbooks to campus bookstores, showcases different ways that school stores can cultivate alternate revenues, as well as ways that colleges and universities have implemented new strategies. Schools are incorporating dining, pop-up shops, technology centers, and more to generate both traffic and interest.
As textbook revenue continues to decline, many bookstores are investing in their ecommerce platforms and offering more lifestyle products.
Best said that The Cornell Store will create an experiential space for the campus community by providing hands-on experiences and interactive engagements including augmented reality experiences, personalized product recommendations and interactive digital displays.
While the campus bookstore is likely to always buy, sell and rent books to the student body, whether online or in-person, the purpose of the campus bookstore has expanded far beyond books. The future for these stores might include a multi-purpose bookstore, gift shop, and student center. And for students and others seeking books temporarily for educational purposes, it might be time to visit the library.