A new romance bookstore, Finney’s Books, is set to open in East Austin, Texas, on December 13, 2023. Located at 3823 Airport Blvd., #D, the store aims to celebrate the growing popularity of romance novels, which have seen a significant surge in sales. According to consumer research company Circana, romance book sales doubled between 2021 and 2025, indicating a strong market demand.
Romance novels have captured the attention of readers, with genres like romantasy frequently topping fiction bestsellers lists. Despite their popularity, romance novels often face skepticism regarding their tropes and themes. Finney’s Books seeks to change that narrative by providing “a welcoming and safe space for romance readers of all identities.” The store will offer a diverse selection of titles, ranging from “sweet contemporary romances with a hint of spice” to more adventurous adult novels that embrace their dramatic and steamy elements.
Celebrating Love and Diversity in Literature
Owner Cameron Lagrone named the bookstore after her dog, who enjoys audiobooks. On the store’s website, Lagrone shares her personal journey with romance literature, stating, “In the last couple of years, like so many folks around me, I discovered the absolute JOY to be found in romance books.” She emphasizes that what she once viewed as outdated narratives have transformed into stories that celebrate love and pleasure in various forms. Lagrone also highlights the expanding catalog of queer love stories, reinforcing the idea that “love is love.”
The grand opening celebration will take place on Saturday from 11:00 to 18:00. Attendees can enjoy coffee from Please Stay Coffee and baked goods from The AniCakes Co., among other refreshments. The first 25 visitors will receive a free branded tote bag, while book purchases will grant entries into giveaways for signed books and curated “bookish merch bundles.” Additionally, all guests will receive a bookmark while supplies last.
Finney’s Books is strategically located at the corner of Airport Boulevard and 38th 1/2, with onsite parking available as well as street parking along 38th 1/2 and Anchor Lane. The store’s dedication to fostering a love for romance literature reflects a broader cultural shift, as readers increasingly seek narratives that resonate with their own experiences and identities.
As the bookstore prepares for its grand opening, it stands as a testament to the enduring appeal of romance literature, inviting readers from all walks of life to discover stories that celebrate love in its many forms.
