Downtown book store able to give away more books due to donations
Throughout the summer, Susan’s Books and Gifts has been put on the map as a must-visit store as one of 70 featured stops on the Nebraska Passport program.
With that, the store is bringing in visitors and success for the whole town. Owner Susan Williams ultimately wanted people to know that Aurora exists.
“We filled out an application telling why it would matter to have people from Omaha, and Scottsbluff, and Broken Bow and Fullerton to know that we are here and not just have (Susan’s) be a store that’s only localized,” she said.
The Passport program, now in its 15th year, inspires Nebraskans and tourists to travel throughout the state collecting stamps to earn prizes while also supporting Nebraska’s tourism destinations and local businesses.
The 2024 Passport once again features 70 attractions and 10 themed categories. Travelers have from May 1 through Sept. 30 to visit the attractions and collect their stamps.
Being on Interstate 80, Williams said it makes Susan’s an easy stop for people coming to check out the store. Susan’s even gives those who stop a gift card to offset their gas.
“It’s been very busy as a Passport stop for the bathroom, the Lego room, and then what we do is we give a gift card to offset their gas for when they can come back and bring books,” she said.
She also filled out the application knowing there are few used bookstores in Nebraska, wanting to bring books to people at low to no cost.
“The information needed to be out to people across the state that we are needing books donated, and we also are able to give books to anyone needing them across the state,” Williams explained.
Over the last few months, people from Omaha, Lincoln, and around the state have been stopping into Susan’s to shop and to donate books.
“Especially in the last few months, ever since the beginning of this year, over 2,000 books a month have been given out free (by Susan’s),” she said. “What was the most important reason for us to get on Passport was to let people know that we are here and we need books so that it doesn’t ever stall.”
Susan’s is able to give books to people, groups and organizations that need them. By being on the Nebraska Passport, she has been able to donate hundreds of books to teachers, pastors, senior care centers, and even the Rosebud Indian Reservation.
“Two teachers just came from Hastings and took 500 books, so there’s no limit,” she said. “Omaha had someone from Passport come last weekend that was part of the Rainbow House and they didn’t know we were here… They took back several boxes (of free books)” Williams said.
One of the perks of being a Passport business this summer is the fact that people now have somewhere to take books that they no longer need. Donating used books to Susan’s gives the opportunity for teachers, hospitals, and people everywhere to receive books.
The love for Susan’s Books and Gifts grows with every person that stops in.
“Everyone in the whole state loves this place,” Williams said. “We hear it every day. We have (people) from as far as North Platte and Omaha come in with books.”
Since opening, Susan’s has been able to give away 10,000 books a year to people who need them. From classrooms to grief counseling centers, hundreds of people have been positively impacted by Aurora’s downtown book store.
Williams’ favorite part about having Susan’s be a Passport business is the fact people are able to see her store and the town of Aurora as hidden gems.
“My favorite part is just knowing that we have something extremely special here, and meeting other people that have a passion for the books and realizing that they get to be part of something now that they know about us,” she said.
Williams also mentioned the strain COVID put on the business, but being put on the map through the Nebraska Passport has been a created a steady stream of customers and energy.
“This is a way for us to spread the word that we really want to keep this bookstore in Nebraska, and we are determined to keep this bookstore,” she said.
Williams has also enjoyed the surprise of travelers. Many of them did not know that Susan’s and Aurora existed. When people stop, she gives them a list of all the other restaurants and businesses in town.
“I think what’s the most exciting thing is that people just can’t believe it,” she said. “They walk in here and then they say that ‘We love Aurora, we had no idea this town was here,’” she said.
In order to reach even more people, Susan’s Books and Gifts posts the books that they receive every day at 10 p.m on Facebook.
People are able to go to the Susan’s website and reserve these books. They can either pick them up in the store, or Susan’s will start a box for them and ship the box of books once it’s full. All books are $2.99.
She also wanted this to be an opportunity for people to connect.
“You cannot find a niche easily in a small town, and after 5 o’clock, there’s nothing open, so if you’re in small-town America, it’s an extremely lonely place to be,” she said. “That was one of the main reasons we really wanted to keep this bookstore here, because even if it’s not evening, it’s a place for people to meet each other.”
Since January of this year, Susan’s has given away 2,000 books a month and is on track to give away a total of 24,000 books this year. This is made possible by the constant flow of books being donated to the store.
Additionally, Susan’s raised $20,000 for victims of the 2019 floods and was able to raise another $20,000 during COVID for all the nursing homes in Aurora. Giving back to the community is vital, Williams said.
“The Passport is bringing in so many from across the state to find out about this awesome town. What is happening in here is because of volunteers and because of people donating their books. It’s just an incredibly special little store,” Williams said.
Passport stops
Here are the 70 Nebraska Passport stops, listed by town
* Knight Museum and Sandhills Center (Alliance)
* Melodramas by Popcorn Productions, LLC at Eugene T. Mahoney State Park (Ashland)
* Sandhills Guest House Motel (Atkinson)
* Susan’s Books & Gifts (Aurora)
* John G. Neihardt State Historic Site (Bancroft)
* Happy Kernel Gourmet Kettle Corn and Pork Rinds (Beatrice)
* Kala’s Savory Bites and Sifted Sweets (Beatrice)
* Antique Anthology (Bennet)
* The Simple Co. Coffeehouse & Floral Shop (Bridgeport)
* Gospel Coffee & Ice Cream (Brownville)
* Adeline’s Bakery (Burr)
* Magnolias Boutique, LLC (Central City)
* Prairie Creek Vineyard & Winery (Central City)
* Bean Broker Coffee House & Pub (Chadron)
* The Broken Mug (Columbus)
* Dam Fish Shack (Crofton)
* Johnson Lake State Recreation Area (Elwood)
* Rowdy’s Steakhouse (Fairbury)
* Spring Ranch Campground (Fairfield)
* Diane’s Greenhouse (Fordyce)
* Los Mezcales Ortiz (Fremont)
* Gothenburg Historical Museum (Gothenburg)
* Barista’s Coffee House (Grand Island)
* Island Oasis Waterpark (Grand Island)
* Studio 10 Art Gallery (Grand Island)
* Nebraska National Forest in Halsey, Nebraska (Halsey)
* Nissen Winery and Tasting Room (Hartington)
* Special Scoops Ice Cream Parlor (Hastings)
* Holdrege Bronzes at Nebraska Prairie Museum (Holdrege)
* S.A.M. Que and Catering (Kearney)
* Steinbrink Landscaping & Greenhouses (Kearney)
* The Archway (Kearney)
* Art & Soul Cafe and Bar (Lincoln)
* Great Plains Art Museum (Lincoln)
* Ten Thousand Villages Lincoln (Lincoln)
* Wax Buffalo Candle Lab + Small Bar (Lincoln)
* Wildeflour Baking Co. (Lodgepole)
* Lakeside in Louisville at Louisville State Recreation Area (Louisville)
* The Scoop Ice Cream (McCook)
* The Secret Garden (Merna)
* Mullen Arts Center (Mullen)
* Lied Lodge at Arbor Day Farm (Nebraska City)
* The Keeping Room (Nebraska City)
* Wildwood Historic Center (Nebraska City)
* Poppin’ Delights Gourmet Popcorn (Norfolk)
* CR Rustic Antique Mall on the Bricks (North Platte)
* Feather River Vineyards (North Platte)
* Petrified Wood and Art Gallery (Ogallala)
* El Museo Latino (Omaha)
* Monolithic Brewing (Omaha)
* Mormon Trail Center at Historic Winter Quarters (Omaha)
* Werner Park (Papillion)
* Ole’s Big Game Steakhouse & Lounge (Paxton)
* Plainview Klown Doll Museum (Plainview)
_ Outlaw Pizza and Ice Cream (Ponca)
* Hangar 39 -- Flyover Brewing Co. Potter (Potter)
* Branched Oak Observatory (Raymond)
* James Arthur Vineyards (Raymond)
* The Willa Cather Childhood Home at the National Willa Cather Center (Red Cloud)
* Powerhouse On Broadway — Suites & Social (Scottsbluff)
* Junto Wine (Seward)
* Liberty House B&B, Antiques & Tours (Seward)
* Beans and Steams Coffeehouse, LLC (Sidney)
* Cheyenne County Museum and Post Commander’s Home (Sidney)
* Primitive Chicks -- Antiques and Home Décor (Stromsburg)
* Superior Estates Winery (Superior)
* Rich Harvest Vineyard and Winery (Syracuse)
* Anthem Coffee (Thedford)
* Swanson Reservoir State Recreation Area (Trenton)
* Centennial Hall Historic Museum (Valentine)