Devoted readers and influencers alike have recently been captivated by the charming location and aesthetic of the newest internet phenomenon: Beachtown Books. Located in the quiet coastal town of San Clemente, this unique new and used bookstore has drawn book lovers to it, and its following has continued to grow. As a book lover, I decided to stop by and see if it or its reputation resulted from good advertising and a deal that can’t be passed up.

While Beachtown Books has a section of new books available for purchase, its foundation is built upon the thousands of used books that make up its shelves, all of which are advertised at half the cover price. The outside of the store is everything social media made it out to be: quaint, cozy, and somewhere you could post on your Instagram for the aesthetics. Stepping across the threshold into the store proved to be the same, as the store was as charming as expected. However, if you want to grab a quick read and are on a tight schedule, this is not the place for you.

There are rooms filled from floor to ceiling with all sorts of books, organized in no particular order. Vintage, new, torn, and well-loved books were all stacked together, with no designated place for any specific type of book.  Other than minimal signs that you have to look for that tell you what genre of book is in that aisle, there is no indication of what to expect or what authors you may be looking for. Everything is out of order; someone would need at least two hours to browse the selection. The environment is intended to feel relaxing, as it is filled with plush chairs and a vintage vibe, but it proved to be the exact opposite, mainly due to its disorganization. The tightly packed and unorganized shelves felt extremely overwhelming, and I left the store 15 minutes later with nothing, as I wasn’t willing to go on a scavenger hunt for something I might enjoy.

With that aside, the store does have a very community-oriented atmosphere. Locals were chatting, sipping coffee, and planning the next book club. In the window were signs advertising meditation nights, “dates with a book”, and book clubs organized by the employees. It gave off a small-town vibe, given that it is in a popular beach town that attracts tourists and weekend adventurers. The atmosphere is challenging to replicate, and the friendly staff makes a significant contribution. This “vibe” is something I believe is unique to Beachtown Books, and I would assume it’s a great reason why it’s so popular.

With all of this being said, Beachtown Books is somewhere that I would recommend visiting at least once, given that you have time to kill there. Even if just for an Instagram picture, the aesthetic is unique and not easily duplicated. This store lives up to (almost) all of its hype, with its cozy atmosphere and the hectic hunt required to find a good read. However, Beachtown Books has captivated its 20,200 Instagram followers and will hopefully continue to do so for years.