Will Schofield wrote about dark literature on his blog 50 Watts for more than a decade before opening an online bookstore he calls 50 Watts Books in the spring of 2021.

Earlier this year, it took another step, opening a brick-and-mortar location for 50 Watts Books in Chestnut Hill, near a flower shop, several boutiques and several bars.

The idea for a physical store came to him when he saw people interacting with the flipbooks he sold at the Brooklyn Book Festival in October 2023.

He now jokes that election anxiety is pushing him to pursue the evolution of this project.