Photo by Holly Allen – Rebecca Heinen’s The Book NexStore will hold a Summerween celebration downtown this coming Saturday for those restless for a little autumnal whimsy.
by Holly Allen
At a small, cozy bookstore on Broadway Street, Halloween is coming a little early this year — blending spooky nostalgia with small-town charm.
On Saturday, July 18, from 5 to 9 p.m., The Book NexStore, 321 Broadway St., Valley Falls, will transform into a hub of spooky summer fun during its “Summerween” celebration, an event inspired by a fictional holiday that has taken on a life of its own.
“Summerween is quite literally one of those holidays that escaped fiction and wandered into real life,” said owner Rebecca Heinen.
The concept originated in an episode of the animated series “Gravity Falls,” where characters celebrate Halloween twice a year. In recent years, especially during the COVID-19 pandemic, fans began recreating the idea at home, turning it into a seasonal trend centered on nostalgia, creativity, and a love of all things spooky.
“There’s no deep meaning behind it,” Heinen said. “It’s not about commemorating anything. It’s about a feeling — spooky aesthetics, horror movies, cozy books, campfire stories, and that excitement of Halloween before fall.”
That sense of feeling and community is at the heart of the upcoming event.
Visitors can expect book deals, a free event sticker, a possible giveaway, and a variety of activities designed to bring people together. The Rustic Fork and Spoon of Ozawkie will serve food from its truck, DJ Jazzed Up Jason will provide music, and guests can enjoy a popcorn bar and other treats. The evening will culminate with a showing of the 1987 film “The Lost Boys” at the Historical Shrine Church across the street.
Still, Heinen said the event is about more than entertainment.
“It’s been a hard several months for a lot of people,” she said. “When I was planning this, I kept coming back to my childhood Halloweens.”
She recalls handmade costumes crafted by her mother (including one year when she dressed as a full picnic, complete with plastic ants) along with pumpkin carving, carnivals, and trips to the movie theater.
“I still remember sitting in the theater in 1991 watching ‘Ernest Scared Stupid,’” she said. “When the lights went down and my mom pulled out her big purse (if you know, you know) it just felt magical.”
That sense of magic is something she hopes to recreate.
“For one night, everything felt lighter,” Heinen said. “Kids became superheroes, people laughed a little louder. I think a lot of us could use a little bit of that right now.”
Heinen opened The Book NexStore Sept. 20, 2025, with about 100 books and what she describes as a dream inspired by her 15-year-old self and the film “You’ve Got Mail.” Less than a year later, the store has grown into a space filled “in every nook and cranny” with books, along with a loyal and growing customer base.
“In short, everything has changed,” she said with a laugh.
Rearranging shelves has become a regular occurrence, sometimes even during business hours. On a recent day, she was simultaneously moving young adult, science fiction, horror, and mystery sections while customers browsed around stacks of books spread across the store.
“My regulars just laugh and start digging through the stacks,” she said.
Beyond inventory, the shop has evolved into a gathering place. Heinen has introduced a Pokémon trading center that draws younger visitors eager to talk about their favorite cards. She has also created sections tailored for readers with autism and dyslexia, along with a small large-print selection.
What she didn’t expect, she said, was how quickly the store would foster personal connections.
“When someone feels safe and comfortable, they share a part of their life with you,” Heinen said. “I have customers who have turned into friends. People trust me to help pick out books for them, for their grandkids, for their neighbors.”
Customers often comment on the store’s atmosphere, describing it as welcoming and inclusive.
“The other day someone told me it feels like walking into a story,” she said. “That’s exactly what 15-year-old me hoped it would be.”
The shop’s best-selling genres reflect a wide range of tastes. Romance and “romantasy” titles lead sales, followed by banned and classic books. Heinen said she hopes to grow interest in horror literature, which she believes is often misunderstood.
“A lot of people think horror is just gore and jump scares,” she said. “But there’s so much more depth to it, and I’d love to share that with more readers.”
Other offerings have found unexpected success. Used books, available primarily on weekends due to space limitations, consistently draw interest. “Blind date with a book” selections have also proven popular, encouraging customers to take chances on new reads.
Looking ahead, Heinen has plans to expand both the space and its programming. She hopes to create an outdoor reading nook, building on a recently installed awning, and is exploring ways to add lighting and electricity to make the area more inviting.
Additional goals include launching a book club, expanding trading card offerings to include Magic: The Gathering, and hosting author signings, with a particular focus on local writers. She is also planning an end-of-summer festival in conjunction with Grasshopper Falls Day in September to mark the store’s one-year anniversary.
For Heinen, however, the bookstore’s success is measured less by inventory and more by its impact on the community.
“If there’s one thing the last 10 months has taught me, it’s that a bookstore is more than just books,” she said. “It’s the teenager who comes in excited to tell me they finished a book. It’s the kids waiting outside trying to see if I’m open. It’s the conversations, the everyday moments.”
She credits the community for embracing the store and helping it grow.
“Thank you for believing a tiny independent bookstore belonged here,” she said. “Thank you for shopping local, for stopping to talk, for sharing your lives. You didn’t just help build a bookstore — you helped build a place where people can be human.”
As Summerween approaches, Heinen hopes the event will serve as both a celebration and an invitation — a chance for longtime customers and first-time visitors alike to step inside The Book NexStore, share a laugh, discover a new story, and experience the sense of connection she has worked to build. For a few hours on a July evening, she said, the goal is simple: to make the world feel a little lighter, a little stranger, and a little more magical.
The Book NexStore is open from 5:30 to 8 p.m. Tuesday, Thursday, and Friday, and from 10 a.m. to 3 p.m. Saturday and Sunday. More information is available on the store’s Facebook page or by calling 785-573-2665.