Personally I don't really contribute to either...visiting a bookshop for me is more of an independent, spiritual type of activity similar to the way many people think of gardening.
Still, the passion expressed for browsing independent bookshops through articles, social media, and other projects is immense.
I know I'm hitting an area dear to many...question is if I have the right angle.
Anyway, not trying to make this a personal consulting session, but it's an interesting niche that I expect will have its own unique pitfalls and challenges in reaching customers...just like any other!