A large selection of western novels, as well as military books and romance novels, were discontinued because they just sat on the shelf. Their inventory has evolved over time to reflect the interests of their customers. The Heintzelmans pride themselves on stocking a variety of books, including those not available at chain stores. Rather than stocking many copies of each book, they stock a few copies of many different books. And if a book a customer wants is not in stock, Heintzelman's can order it.
Travel books are among the most popular selections.
The store maintains a well-stocked travel section that keeps up with hot spots. Being able to respond quickly and change the inventory is one advantage to being small. The owners also are very familiar with their inventory and have developed a knack for recommending books and steering customers in the right direction. They include little niceties that people appreciate, such as free gift wrap, and helping people set up and maintain book clubs. The Heintzelmans also make a point of getting involved in the community by sponsoring local youth sports teams and donating books.