I recently went to a relatively new Barnes & Noble in a growing flyover state city, and was very surprised at the way this location felt like Borders or B&N 20+ years ago.
No substantial sign of the bookstore -> big giftshop with books trend I felt like I'd seen everywhere over the last decade. Very substantial selection of books, pretty sure I saw an Asimov title and some Manning.
This was in an area with a lot of growth (and tech expansion specifically), but chances are slim you've even heard of the city unless you've lived in this state (one not even in the top half of populous states in the US).
It's especially interesting considering that B&N owns their stores (no franchisee/indie optimism in play here).
Not sure if it's a trend, but it was a good experience!