White Whale Bookstore, open in Pittsburgh’s Bloomfield neighborhood for a decade, has been named the friendliest small business in Pennsylvania.
By analyzing 3,104 consumer responses and cross-referencing them with Google review scores, the Advance Funds Network released a list of the “Top 150 Friendliest Small Businesses in the U.S.”
Through the survey, the business financing company uncovered “which businesses feel genuinely welcoming.”
White Whale Bookstore on Liberty Avenue came in 71st place overall on the list — higher than any other Pennsylvania-based business.
Adlai Yeomans owns White Whale Bookstore his wife, Jill Yeomans. Both are 43 years old and live in Point Breeze. He called the news “a big surprise.”
“We found out when one of our employees sent the video on Slack and the message was, ‘My aunt just sent me this in the morning, check it out,’ ” he said. “It was, of course, a thrill to see.”
Bookstores try to excel at creating spaces that make people feel comfortable, Adlai said, and White Whale tries to do just that.
“It’s really exciting; it’s an honor,” he said. “Interactions you have when you come to a bookstore can be really personal. For people to feel comfortable when they’re at the store is really special.”
White Whale opened in October 2016 in the space of the former East End Book Exchange, which sold secondhand books. The Yeomans, former book editors at a New York publisher, switched to selling new books while building on EEBX’s tradition of literary and community events. Five years ago, White Whale expanded into the adjacent storefront, adding a cafe.
Adlai said he and Jill “can’t speak highly enough” about staff on both sides.
“It’s really indicative of our whole staff,” he said of the honor. “This is really a nod to them more than anything.
“It’s of course really great to be acknowledged, but we’re also really proud of what we did together.”
In a post on Instagram, White Whale acknowledged the nod its business received.
“Woke to this image recognizing White Whale as the friendliest business in PA, and it made my whole year,” the post reads. “Our number one goal with this business — from the beginning and always — was for it to be a space to build community, and where everyone would feel welcome.
“Big thanks to our neighbors and regular customers: Yinz make it easy to be friendly!”
There were two other Pennsylvania shouts:
- The Midtown Scholar Bookstore in Harrisburg at 86th on the list
- Bicycle Therapy in Philadelphia at 103rd on the list
Adlai said it’s “notable” that two of the three small businesses mentioned in the Keystone State are bookstores.
“I think bookstores are really strong places to have interactions with customers,” he said.
The top five friendliest small businesses across the country are as follows:
- MatchBox Candle Co. in Sioux Falls, South Dakota
- Dancing Bear Chocolate in Minneapolis, Minnesota
- Sweet Dreams Confections in Fargo, North Dakota
- Hoot and Howl in Morgantown, West Virginia
- Country Bookshelf in Bozeman, Montana
The survey noted numerous key findings, such as independent bookstores across the United States like White Whale “clearly have the friendliest staff.”
“There is something unique about bookstores that seems to encourage dialogue, recommendations and unhurried interactions,” the survey says. “These aren’t quick in-and-out environments — and that space may naturally foster warmth.”
Other findings, according to the survey, include:
- Food businesses have some of the top customer service in the country
- Outdoor retailers like bike shops, sporting goods stores and adventure companies are well known for knowledgeable staff
- Warmth isn’t about aesthetics or “cute” businesses; it’s about how problems get solved
- When the product is an experience rather than an object, staff behavior becomes part of the memory — and likely influences how warmly customers rate it
- Independent teams often have direct ownership stakes, which may translate into more consistent hospitality compared to chains
“The highest-scoring businesses tend to operate in environments where staff can slow down, engage and build rapport,” according to the survey. “Customers still remember how you made them feel.”