Young People Are Reading More, Bookstores Are Expanding
Social media trends like BookTok and Bookstagram are drawing young people back into bookstores.
After years of facing severe pressure from online giants like Amazon and experiencing a steady decline, bookstores are now seeing a remarkable reversal of fortune. The industry is on the rise again with positive news coming from several countries. In the UK, The Guardian reports that the Waterstones chain is experiencing rising sales and opening ten new locations each year. Ironically, the company is benefiting from the very thing that once threatened it: the internet and social media. Many young people are now discovering bookstores through recommendations on TikTok, a trend known as BookTok. "Young people don’t always want to stare at a screen, and reading books is relatively inexpensive," explains Waterstones CEO James Daunt. Daunt also notes a resurgence of real-world book clubs.
Waterstones has adapted its store concept to this new reality. New branches are designed as attractive and welcoming places for all ages. Bookstores gain a double advantage when parents bring their children, potentially sparking their interest in reading. The chain is therefore heavily investing in cozy shops with coffee corners and staff recommendations..
Expansion in the US and Europe
A similar trend can be seen in the US, where the largest bookstore chain, Barnes & Noble, expects to open over 60 new stores this year—more than in the entire decade before the COVID pandemic. Smaller chains are also expanding, often taking over retail spaces vacated by clothing or electronics stores. In the US, BookTok and Bookstagram, along with appealing store designs, have boosted sales, and community events have also increased.
In German-speaking countries, the Thalia chain operates around 500 bookstores, with 20 added last year. The market leader is focusing on modernization, for example by introducing self-checkout kiosks. Among young customers, the trends are the same as in the English-speaking world. Thalia states that TikTok has triggered a renewed enthusiasm for books and that the company actively works with the platform. There is also a strong manga trend among young people.
This is also true in France, where state support programs for new bookstores exist. In smaller towns, many stores are opening, supported by the Culture Pass, which gives 18-year-olds a €300 credit that can be spent on books. About 2.6 percent of bookstore revenue comes from this program. Here, too, the industry is benefiting from the manga boom.
What About Small Bookstores?
The success of large chains is not necessarily a problem for independent bookstores. In the US, indie stores are also benefiting from the boom. The number of members of the American Booksellers Association has nearly doubled since 2016, reaching over 2,400. Almost 300 new stores joined in 2023 alone. In the UK and German-speaking countries, smaller shops are focusing on personal advice, regional literature, local events, and cooperation with schools and community groups.
