Bookstores have turned a new page: 2025 is looking good
Bookstores have turned a new page: 2025 is looking good
Bookstores have turned a new page: 2025 is looking good
01.06.2025
Listen
·Bookstores have turned a new page: 2025 is looking good
Mark Twain once said reports about his death were an exaggeration.1 The same can be said for bookstores as the calendar turns to 2025.
Brick-and-mortar shops have been making a comeback after weathering e-books, online commerce, and the pandemic.2 Book clubs and other book-themed events are gaining popularity.3 And TikTok’s parent company is planning to publish print titles.4
It was a very different picture five years ago, when the pandemic threatened additional harm to a bookstore industry that was reeling from the steady rise of e-books and online shopping.5
Consumers shifted even more of their spending online during pandemic lockdowns in 2020 and 2021.6 But something changed as more shoppers returned to physical retailers after the pandemic: they rediscovered bookstores.
Looking to reconnect
As restrictions were lifted, many book shoppers flocked to their local bookstores to reconnect with their local neighborhoods and communities.7
Some wanted a more personalized experience than clicking and scrolling on websites or smartphones — the opportunity to browse shelves, discover titles and engage with knowledgeable staff.8 Others were looking to unplug from too much screen time.9
With plenty of open retail space and attractive leasing terms available, new bookstore entrepreneurs have been happy to oblige.10 The American Booksellers Association, a group representing independent shops, reported an 11% year-over-year increase in membership in early 2024, with 2,433 bookstore companies in 2,844 store locations.11
Many of the independent bookstores that have popped up since the pandemic are driven by identity. Some shops focus on a specific genre of books, such as romance, horror, or mystery novels.12 Other stores are themed around social issues, such as diversity or opposing book bans.13
A different Barnes and Noble
Sales data is opaque and often closely held by retailers, publishers, and others in the industry.14 But it’s clear the brick-and-mortar outlets are on the rise.
Barnes and Noble, the last remaining large national bookstore chain since 2011, opened roughly 60 locations in 2024 and has plans to add more locations.15
The company is growing differently than it did during its superstore era of the 1990s.16 The company is opening stores of increasingly varied sizes and focusing more on books and customer experiences.17 Local managers have more control over inventory as the retailer takes more cues from independent shops.18
Social media shout outs
Social media has been more of a friend than a foe for bookstores of all sizes. Sales are being influenced by trends like #BookTok, a hashtag on TikTok where people shout out their favorite books and even take viewers on shopping trips.19
Barnes and Noble has dedicated areas in its 600-plus stores for popular #BookTok titles and has also launched its own group on TikTok.20
TikTok itself is supporting traditional booksellers by partnering with Bookshop.org, an online site that sets aside a portion of its profits to support local bookshops.21
No harm to digital books
To be sure, the bookstore trend isn’t hurting online retailers like Amazon, which started selling books in 1994. Amazon sold $16.9 billion worth of books in the first 10 months of 2022, with print books slightly outpacing digital books.22
Amazon’s Kindle e-book reader has its own following among Tik Tok enthusiasts.23 The Kindle has seen double digit sales growth over the past two years and remains popular with readers of all ages.24
A 2022 study by the Pew Research Center found that about one-third of Americans read both digital books and print books.25
ByteDance, the Chinese owner of TikTok, has started publishing in both formats under its publishing company, 8th Note Press.26 The first print titles are expected to roll out this year, in genres including romance, fantasy, and young adult fiction.27
Clubs, bars and eateries
The book trend isn’t limited to shopping habits. Books clubs have been growing in popularity, especially among Millennials and Gen Z readers looking for new ways to socialize.28
Ticketing platform Eventbrite saw a 24% spike in book club listings in 2023, while Meetup saw a 10% increase.29 Many of the newer book gatherings aren’t confined to people’s living rooms, occurring at dating events, breweries, and even group runs.30
Books bars and book-theme eateries are also popping up in many cities, offering spaces for reading, drinking, and eating until the early morning hours.31 At these locations book lovers can socialize over literary-themed cocktails or enjoy book-friendly snacks. There also might be a few books for sale.32
Get financially happy.
Put your money to work for life and play.
1 ABC News, “Mark Twain Autobiography Reveals Tragic Life," November 2010.
2 CNN, “Barnes & Noble is making a comeback,” November 2024
3 CBC, “Think book clubs are boring? These modern versions are flipping the script,” August 2024
4 New York Times, “TikTok’s Owner Already Publishes Digital Books. Now It Is Moving Into Print,” October 2024.
5 Inc., “What’s Behind the Return of Bookstores?” February 2024.
6 Publishers Weekly, “The Pandemic Still Made It’s Prescence Felt in Publishing in 2022,” December 2022.
7 New York Times, “Some Surprising Good News: Bookstores Are Booming and Becoming More Diverse,” July 2022.
8 PYMNTS, Bookstores Regain Ground as Consumers Seek In-Person Engagement,” March 2024
9 CNN, Gen Z and Millennials are putting their own spin on book clubs,” February 2024.
10 Inc., “What’s Behind the Return of Bookstores?” February 2024.
11 Publishers Weekly, “ABA Reports Strong Financials and Increased Membership for 2024,” February 2024.
12 AP, “Independent booksellers continued to expand in 2023, with more than 200 new stores opening,” May 2024.
13 Salon, “Independent bookstores see post-pandemic bump,” October 2024.
14 Slate, “Yes, People Still Buy Books,” April 2024.
15 CNN, Barnes & Noble is making a comeback,” November 2024.
16 Business Insider, “The rise and fall — and rise again — of Barnes & Noble,” February 2023.
17 Fortune, “Barnes & Noble CEO says retailer is expanding again thanks to Taylor Swift, Legos, and a return to bookselling roots,” March 2024.
18 New York Times, “How Barnes and Noble Went from Villain to Hero,” April 2022.
19 PBS, “How #BookTok is giving authors and booksellers a much-needed boost,” March 2023.
20 CNN, Barnes & Noble is making a comeback,” November 2024.
21 Salon, “Independent bookstores see post-pandemic bump,” October 2024.
22 Business Insider, “After almost 30 years, Amazon's original book business is booming, leaked document shows,” June 2024.
23 Wall Street Journal, “How the Kindle Became a Must-Have Accessory (Again),” July 2024.
24 Wall Street Journal, “How the Kindle Became a Must-Have Accessory (Again),” July 2024.
25 Pew Research Center, “Three-in-ten Americans now read e-books,” January 2022.
26 New York Times, “TikTok’s Owner Already Publishes Digital Books. Now It Is Moving Into Print,” November 2024.
27 New York Times, “TikTok’s Owner Already Publishes Digital Books. Now It Is Moving Into Print,” November 2024.
28 3 CBC, “Think book clubs are boring? These modern versions are flipping the script,” August 2024.
29 CNN, Gen Z and Millennials are putting their own spin on book clubs,” February 2024.
30 CNN, Gen Z and Millennials are putting their own spin on book clubs,” February 2024.
31 Eater, “Book Bars Gain Momentum Around New York,” August 2024.
32 Eater, “Book Bars Gain Momentum Around New York,” August 2024.
RO4125209-0125
Want to stay in the know?
The Currency editors
Staff contributors
The CurrencyTM, a publication from Empower, covers the latest financial news and views shaping how we live, work, and play. We keep you current on ways to plan, save, and invest for life.
The content contained in this blog post is intended for general informational purposes only and is not meant to constitute legal, tax, accounting or investment advice. You should consult a qualified legal or tax professional regarding your specific situation. No part of this blog, nor the links contained therein is a solicitation or offer to sell securities. Compensation for freelance contributions not to exceed $1,250. Third-party data is obtained from sources believed to be reliable; however, Empower cannot guarantee the accuracy, timeliness, completeness or fitness of this data for any particular purpose. Third-party links are provided solely as a convenience and do not imply an affiliation, endorsement or approval by Empower of the contents on such third-party websites.
Certain sections of this blog may contain forward-looking statements that are based on our reasonable expectations, estimates, projections and assumptions. Past performance is not a guarantee of future return, nor is it indicative of future performance. Investing involves risk. The value of your investment will fluctuate and you may lose money.
Certified Financial Planner Board of Standards Inc. (CFP Board) owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, CFP® (with plaque design), and CFP® (with flame design) in the U.S., which it authorizes use of by individuals who successfully complete CFP Board's initial and ongoing certification requirements.