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Barnes & Noble is surging in popularity, sales, and store openings, thanks to going viral on TikTok.
The Big Read: Millennials and Gen Zers are rediscovering tangible, IRL joys, including hitting the movie theaters, reading books, and even finding people to date offline. By acting as a third space for people to socialize (it’s all about the vibes), Barnes & Noble is becoming more than a bookstore — it’s becoming a community hub.
Behind the Books: Barnes & Noble is getting a long-awaited sequel, writes Bloomberg.
- Sales have increased by “mid-single digits” since 2021, according to CEO James Daunt.
- That’s a huge step up from seven years of declining sales last decade, resulting in dozens of store closures.
- That growth has led the company to open 57 new stores last year. It plans to open over 60 more this year in cities like Las Vegas, Santa Monica, and Washington, D.C.
Last Chapter: The internet gives, and the internet takes away. Barnes & Noble’s initial decline was incited by the rise of Amazon, but now it’s being saved by TikTok (and, to a lesser effect, by YouTube and Instagram). Barnes & Noble has completely embraced the #BookTok effect, setting up dedicated displays to market titles that have gone viral, including novels by Colleen Hoover and Rebecca Yarros.
Over the past year, the virality of #BookTok has expanded to include viral stunts like hauls and challenges inside bookstores, especially Barnes & Noble. While bookstores are typically known for their hushed customers, management may be embracing the noise of another viral TikTok being filmed. At this rate, bookstores might soon see block-long lines for new book releases — something that hasn’t really happened since the Harry Potter era.
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