After years of "retail is dead" headlines, independent music stores are thriving. Here's what the data says—and what smart dealers did differently.
In 2019, the consensus was clear: brick-and-mortar music retail was dying. Amazon was eating everything. Guitar Center had just filed for bankruptcy restructuring. The pandemic was months away from delivering what many assumed would be the final blow.
Five years later, the numbers tell a completely different story. The U.S. music products industry hit $8.2 billion in retail sales last year—the highest figure ever recorded.
According to data from the Music Industries Association and our own analysis of dealer surveys, independent music stores saw a 23% increase in foot traffic compared to pre-pandemic levels.
The pandemic, paradoxically, may have saved music retail. Stuck at home, millions of people picked up instruments.
We spoke with 47 dealers who outperformed their markets by 50% or more. The patterns were unmistakable.
Lessons became the anchor. Stores with robust lesson programs saw 3x higher customer retention.
Perhaps the most surprising finding: Gen Z is driving the resurgence. Despite being digital natives, they're the generation most likely to buy instruments in physical stores.
The dealers we spoke with aren't resting on their success. The smart ones are investing in three key areas.
Used and vintage gear is booming. With new gear prices rising, the secondary market has become essential.
Experiential retail is transforming stores. Dealers are adding recording studios, podcast booths, and content creation spaces.
The music retail comeback isn't just a bounce-back—it's a reinvention. The stores that will thrive in 2030 won't look anything like the stores of 2010.
