As the Raven's 20,000 Instagram followers and 15,000 Twitter followers would know, the store has doubled down on campaigns against Amazon and efforts to support the USPS and Black Lives Matter this year. Amid daily photos of shop cats or quirky merch, this work has elevated the Raven's profile far beyond its own city. Sales are up, as areand staff count; the pandemic-induced pivot to ecommerce revealed customers in all 50 states.
For many business owners, advocacy may be personally fulfilling, but it's also a smart strategy. Brands that show support for social causes are more popular with consumers, said Tülin Erdem, professor of business and marketing at New York University's Stern School of Business. By the time Caine was hired as a bookseller at the Raven in 2015, the shop had already built a reputation for speaking out. Original owners Mary Lou Wright and Pat Kehde — who opened the business in 1987 to specialize in mysteries — publicly opposed a new Borders Bookstore coming to town in the late '90s and protested the Patriot Act in 2001, said Caine.
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