Founded: 1978

Owner: Ruta

Paperback Alley is located in Goleta, California, a seaside town neighboring Santa Barbara’s Old Mission district.  

Along a strip of stores and vendors in Goleta, California is a small bookstore with a turquoise sign and red tile trimming that might easily be missed by tourists passing by. Yet, Paperback Alley Books has been a staple in the Santa Barbara community for over 40 years.

I was able to visit Paperback Alley in October, when the cool weather starts setting in along the coast. Paperback Alley’s front window displays were dressed with pumpkins and ghouls and scary stories. The stylish yet modest store front opens to a long, narrow room with many tall shelves and rows of books in-between. It is a cozy space with old wood and vintage decorations- even including an Elvis clock.

On a Saturday afternoon, the aisles were bustling with people and Ruta was taking phone orders and helping customers search the shelves. This is anyone and everyone’s bookstore- those who walk into the personal space feel as if it were immediately their own. It is small enough to know well, but also has a wide variety of sections and titles so that you can always find something new.

Like any local business, bookselling relies on administrative tasks such as answering phones and placing orders and taking stock of inventory, but I believe we don’t give bookstore owners like Ruta enough credit for the other side of their job, which is housing so many searching individuals on a daily basis. Bookstores are a lot like life in that some people come in knowing exactly what they want, but others may wander for a long time before finding their match. And part of running a bookstore is the process of guiding a person to the book they don’t know they’re looking for. You may not always find what you walk in for, but with Ruta’s help you might gain something even better.

THE STORY 

About 41 years ago two college graduates opened a small bookstore in Goleta. To their surprise, the bookstore was an instant success and took off at the turn of the decade. The popularity of Paperback Alley continued through the 80s and 90s, which is still reflected in the store’s charming 80’s decor. Ruta, a local, happened to fall upon the bookstore one day and Shannon gave her a job in 1998 with little to no experience or knowledge of books. Ruta says that at 27, hardly speaking English, the bookstore gave her an opportunity to learn and grow, and indeed it not only taught her another language but it fostered her love of books. 

When you walk into her store, it is evident that Ruta takes good care of all of her customers. People from all walks of life come to the bookstore and exchange their novels, plays, or travel guides for store credit. It is the life cycle of the store. Ruta says she loves how peaceful and friendly the business is, as well as how inviting the local community is. She says that about 75% of the store traffic are from returning customers. The bookstore still remains a favorite local spot in Goleta and Santa Barbara area, a hidden gem that becomes a friend to any and all who enter. 

Whether you stop by to get to know our Old Town legacy, or for the delightful smell of old books, we appreciate your support of a small business. 

UNIQUE SECTIONS

Paperback Alley is a used bookstore with general stock- as many genres and categories that can fit. Their kid’s section is one of the largest and happens to be Ruta’s favorite. They also have a prolific fiction, mystery, and fantasy section. 

Website: https://www.paperbackalley-goleta.com/

Facebook: https://www.facebook.com/paperbackalley/

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