BookTok fuels Barnes and Noble revival with 60 new stores this year
(NewsNation) — After a decade spent closing retail locations, bookseller Barnes and Noble announced it plans to open at least 60 new stores in 2025.
The chain also opened a record 57 stores in 2024 and 30 in 2023, part of a revival of the chain's brick-and-mortar locations.
It's part of a larger trend of books and bookstores making a comeback.
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One big factor fueling the reading revival is BookTok, a TikTok community of avid readers that has become a popular segment of TikTok. BookTokers share reviews, book hauls and bookcase tours while also sharing recommendations for books.
The community has been credited with helping authors sell millions of books and has led to the popularity of genres like romantasy (fantasy with a prominent romance element) and dark romance.
The community has boosted books to staggering sales, with Rebecca Yarros' recent release 'Onyx Storm' becoming the fastest-selling adult book in 20 years in part due to BookTok's love for the Empyrean dragon rider romantasy series.
BookTok has also led to potential screen adaptations, with Netflix entering a six-figure deal for rights to Callie Hart's 'Quicksilver' fantasy series, Hulu developing Sarah J. Maas' 'A Court of Thorns and Roses' romantasy and Amazon Prime developing Yarros' Empyrean series.
After many years of trying to lure in customers without success, Barnes and Noble has embraced the rise of the BookTok community. In return, the company says it has seen a significant surge in popularity and become a social spot for readers, as well.
Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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