The thrill of rediscovering a band you haven’t heard in years is a uniquely wonderful experience. Remember the joy finding an old novel you long wanted to read? Driven by the excitement of the hunt, a resurgence in physical media has captured the hearts and pocketbooks of book and music lovers nationwide. In fact, the second-hand book market is projected to eclipse $27B dollars in sales this year. Closer to home in Evanston, Squeezebox Books & Music has been the go-to stop on Chicago’s North Shore for biblio- and audiophiles to find a hidden gem on the racks.

“Second hand works for a variety of reasons,” said Tim Peterson, owner of Squeezebox. “There’s the collectible factor. It’s something that maybe isn’t currently available, and second hand is the only way to get it. There is the bargain factor that frequently you can get it for half the price. They’d rather have a dog-eared copy of (Jack) Kerouac’s, On the Road, than a pristine copy from some big chain store.”

We were curious and asked Tim whether he preferred music or books and he did not hesitate with an answer.

“I spent my own time listening to records at home, and specifically 45s. I love 45s,” Tim said with a smile. “If you’re to boil an entire genre down to an album, an album down to one magic song, that’s what I loved about a 45.”

His musical tastes are as eclectic as the inventory of Tim’s store.

“I like all kinds of music,” said Tim looking around Squeezebox. “After years of listening to rock ‘n’ roll, I spend a lot of time listening to jazz and easy listening, and music from other countries. I really like Balkan music a lot. I like music from South America.”

So, when it came to picking a name for the store 13 years ago, Tim told us his wife hit the mark perfectly.

“She said, ‘What do you love?’ And I said, ‘I love accordion music. Nobody else likes accordion music, but I love accordion music.’ She said, ‘Call the store Squeezebox.’ It didn’t relate necessarily to anything, but it was fun, laughed Tim. “It was a catchy name.

“The first space that we had was a tiny spot, 500 square feet of retail,” added Tim. “We were really squeezed into that spot. So, it worked. It was a great name for that: Squeezebox!”

Over the years, Squeezebox has built a loyal following.

“Customers have slowly found us, and neighbors from Skokie and Rogers Park have discovered us as well,” Tim stated while reflecting on his decision to move out of his store’s original location.

“The expansion to the corner (on Main Street) was great. We were previously in the middle of a block, and a lot of folks would just zip on past. But, being in the corner spot, folks who are stopped at the light think, ‘That’s a spot I should go back to.’”

From stage to retail heaven

Tim Peterson is not just a shop owner. He is a lifer in retail.

“I’ve always been in retail,” Tim said with a laugh. “I grew up in retail. My first retail job was working the music department at the college bookstore, and I never stopped.

“I worked at chain stores. I worked at independent chains. I started my own business. I worked completely independently. I started a second retail shop. My knowledge of retail evolved from all the different organizations. I never felt like I was lacking and every day was a learning experience.”

Though retail is his calling, Tim studied theater in college, not business. Yet, somewhere along the way, the business world grabbed his attention.

“Looking at a spreadsheet is one of the more exciting parts of my week. I actually love it. I love the numbers. I love seeing how they change and grow and shift, said Tim with enthusiasm. “That’s something I never would have guessed about myself when I was standing on stage in a play.”

For Tim, that element of discovery is what makes Squeezebox special in his life. Whether it is a rare jazz LP, a dog-eared paperback with a mysterious inscription, or a forgotten 45, every item has a story at his store and finds new life again.

“I’ve always really enjoyed the surprises that come with used items. You never know what record or book is going to be in somebody’s collection when they bring it in to sell.”

Treasure hunt fun

Walking into Squeezebox Books & Music feels like a journey into a carefully curated field trip into the past. It is a place where horror film buffs, classical music aficionados, and paperback lovers all find something to love.

“The customers just run the gamut, because we’re a general store of general interest. The store is very inclusive of all people,” Tim noted while pointing out that Squeezebox also sells DVDs.

That inclusivity is intentional according to Tim who conceded that record stores of the past were dusty, male-dominated spaces that could feel unwelcoming.

“Years ago, when I worked in a secondhand store, it was just dudes. Just dusty and crusty, 40-year-old dudes coming in for their Jethro Tull records,” explained Tim about his mindset with the development of what he wanted for Squeezebox. “I tried to make it cleaner, tidier, more colorful. Sure enough, lots of gals started shopping here. Lots of gals buy records now. All kinds of people come in.

“I’d say it’s roughly 80% used, 20% new,” observed Tim as he described the mix of stock. “That balance lets shoppers splurge on a brand-new $30 album and then balance it out with a vintage gem at half the price. You feel like you’ve gotten more bang for your buck.”

The store also has a robust trade-in policy that keeps inventory moving according to Tim.

“We offer 50% or more in store credit when people bring in used items,” explained Tim. “Someone might clear out a box of stuff from their basement, and I’ll say, ‘Here is 50 dollars for this stack or 75 dollars in store credit.’ Next thing you know, they’re banking it for holiday shopping or flipping it right then for a couple of new albums.”

A big part of the charm at Squeezebox seems to be the employees who work at Squeezebox and offer up personal recommendations as “Staff Picks” that sell like “hotcakes” according to Tim.

“We typically have about five people working here daily, each with their own expertise,” Tim said. “Customers love the guidance.”

Tim said he used to worry about online sales cannibalizing his shop and income. But over time, he said noticed an unexpected synergy.

“Someone might see a book on Amazon, then come to us and ask, ‘Can you get this?’ We special order daily, with a 4-to-5 day turnaround,” said Tim. “People are patient, and they want to support small shops.

“Squeezebox is important to this community because it gives people a chance to have a tactile shopping experience,” added Tim. “In this day and age where we all purchase stuff online for convenience, it’s great to just go get lost in the store, and discover things. You can just walk into a different room, look at a different display, see something on the shelf and say, that looks really cool.”

The pandemic only deepened that relationship according to Tim.

“When libraries and theaters closed, the demand for physical media exploded,” said Tim. “We had an online presence for curb-side pickups, and record sales doubled in 2020–2021. Suddenly, everyone remembered the joy of liner notes, and the weight of a book in their hands.”

Tim said that he loves watching his younger customers dive into physical media, just like he did as a teenager.

“When I was in high school, and I would go to the music store, I would dig around for the $3 and $4 albums,” said Tim recalling his youth. “Now kids dig for Green Day CDs, Stone Temple Pilots, Christina Aguilera and stuff that’s 20 years old and a total bargain. People love building collections. It’s this joy of ownership coming back after years of digital overload.”

Tim told us that even streaming has its own silver lining and brings customers into his shop.

“People listen online first, then come in saying, ‘I’ve played this album three times and now I’m investing in the vinyl!

“In an age where we all buy online for convenience, Squeezebox gives people a tactile experience,” commented Tim. “It’s a place to get lost, to stumble on things they didn’t know existed.”

Tim credited his success to being nimble and his focus on ensuring that his store stays fresh and new for customers.

“We sell a lot of product online as a third party retailer. That allows us to put the really strong product in the store first, and if it sits around for six, or eight months, we have an option to turn it around online, like on eBay,” Tim explained. “Then we bring in more fresh things so that the store doesn’t seem static. But we’re still making money to help pay the bills.

“You can’t be static. We rotate displays constantly, sell slow-movers online to keep the shelves fresh, said Tim. “It’s a balancing act. That’s what keeps us alive.”

A little help goes a long way

Tim said he marvels how small businesses have the ability to weather turbulent storms, especially during the pandemic. He explained to us what he wished Illinois politicians understood about retail.

“What I’d like them to know is how important mom and pop shops are, the independent shops,” explained Tim. “If you look at the pandemic, especially the shops that survived, those were the mom and pop shops that had chutzpah to keep going and do their thing.”

Tim said he believes targeted support can make all the difference.

“Statewide legislatures could help more with grants for independents. These businesses don’t need huge sums of money and can still get a lot done,” said Tim. “Five grand might help someone set up a POS (point of sale) system to track inventory better.”

After decades in retail, Tim’s retail philosophy remains squarely centered on the people who shop in his store every day.

“People reach out to me and say, ‘How did you do it? I would love to do my own shop.’ I tell them to listen to your customers. Running a physical store means engaging with people every single day,” shared Tim. “Honestly, 90% of those interactions are positive, but you have to want that connection. Be patient. Talk to them. Really hear them.

“I love seeing the smiles on people’s faces when they come in. Their first impression is always a good one. People get really excited when they come up with their first find. They’re like, ‘This is so great,’ said Tim with palpable pride in his voice. “I love what I do. I love this shop.”