Browsing, buying, and reading books on your kindle without moving from the couch versus slowly strolling through bookstores on the weekends was starting to look like the new norm… until a TikTok sensation, referred to as “#BookTok”, came along. According to Barnes and Noble (B&N) CEO James Daunt, BookTok is a major contributor to the rebrand of B&N and family-owned bookshops.
Booktok is an ever-growing crowd that is seeing a rise in numbers at lightning speed. Influencers within the community post videos on TikTok sharing their reviews on different books, their recommendations, authors they love, and the list goes on. There’s even full-blown book clubs on the platform so readers can discuss their thoughts and theories together for books of the month.
Now the book community is completely transforming how they prefer to read their books and giving newfound life to B&N and small bookstores all over.
As of 2025, B&N recently announced the opening of 60 brand new locations in the US. They even have a whole page on their website dedicated to the most popular books on BookTok that earned them record-breaking sales, like this year’s new release Onyx Storm. It was the fastest-selling adult novel in 20 years, which hasn’t been seen recently since the Harry Potter days.
So what’s all the hype centered around the BookTook craze, and how did they change the scope of success with bookstores?
Deluxe and Special Editions
One of the more appealing reasons why physical copies of books are making a surprising return is because of all the special editions. The publishing companies and authors create unique designs for their most popular novels that aren’t offered on Amazon Kindle versions. They often contain bonus chapters, point of views from different characters, sprayed edges, new front covers, and not to mention the fan art… Yeah, let’s get into that.
BookTok Fandoms Live, Breath, and Die for Fan Art
@eve_edmunds Why did the last one hit different though 😢 obsessed with the artwork which is all by artworks_by_rokii on IG #acotar #acotarcharacters #acourtofthornsandroses #acourtofmistandfury #rhysand #feyre #rhysandandfeyre #azriel #booktok #acomaf #acowar #acosf
♬ original sound – SpotifySounds
Arguably one of the biggest reasons bookstores far and wide are seeing a big uptick in foot traffic are because of what the fanart wave has done for series like A Court of Thorns and Roses. It brings the romance and fantasy world building to life and validates how readers picture the characters in their heads. Many BookTok artists have even made a name for themselves on the app by posting their artwork and edits for idolized book series.
Small Bookstores with Big Impact
With big book releases, the readers’ passion and dedication allows small bookstores to host fun social events like release parties and character cosplay contests. This is a big factor to why people are quickly transitioning to the bookstore culture as opposed to reading digitally. Rather than reading a book release alone at home, this gives people the chance to celebrate their favorite novels by dressing up as their favorite characters, supporting small and family-owned bookstores, while having a blast and making new friends who share common interests.
Whether it’s classic and timeless literature pieces you’re reading, or a fun romance set in modern times, reading is so much more than just a hobby to so many people. It stimulates your mind and brings beloved stories and characters to life right off the page, all because of the power of your imagination.
What's Your Reaction?
