(Disclaimer: La Tonique Media LLC does not represent any political ideology. While we do not espouse any political beliefs, we do seek to provide a balance perspective by incorporating voices from both sides of the political spectrum.)

By Ruth Kae

Since October, many countries in Europe and individual regions and cities around the world, e.g. New York, have been under lockdown due to rising numbers of COVID-19 infections. In some countries, such as Germany, France and Lithuania, a national lockdown was imposed. In others, such as Spain and Italy, national curfews exist alongside regional lockdowns. Already in June 2020, the International Trade Centre (ITC) published a report saying that “one in five small firms may go bankrupt within three months”. The fear that they will  not survive the second lockdown economically is great among the owners of companies.  

When the sales of the small bookstore “Shakespeare and Company” in Paris went down by almost 80%, the company reached out for help with a “Letter from Paris”: 

“Thank you so much to the many of you who reached out after our last newsletter asking how you can help the bookshop… 

With this [the declining sales] in mind, we would be especially grateful for new website orders from those of you with the means and interest to do so… 

Because, as well as being a bookshop, Shakespeare and Company is a community, a commune (often literally), of which you are all a part. We are here today, almost seventy years after that first morning, because of you.”

After the message spread, they received more than 5.000 orders in one week, followed by donations as a sign of support. With a one-time donation in the desired amount, one can get a one-year long membership in “Friends of Shakespeare and Company 2021”.

“Shakespeare and Company” was not the only one getting support from enthusiastic book lovers. After the owners of “The Strand”, one of New York’s most famous bookstores and film location of the new Netflix series "Dash&Lily", tweeted about their struggles, #savethestrand went viral and more than 25.000 new orders reached the store. 
With the help of strangers, these small businesses thrive again and will bring people joy the next time they walk past them or pick up the book they purchased. 

Let’s help together and support the local businesses in your neighbourhood. We will get through this. Stay safe!

Ruth is a political writer for La Tonique.