Just in time for World Book Day, it looks like physical bookshops are set to see a resurgence: with new data revealing we’re seeing the highest increase in bookstore openings in the past five years.
And it could all be due to the popularity of BookTok – a TikTok trend all about reading (and buying) books.
Read on to find out why bookshops are thriving against a backdrop of struggling high streets, plus how TikTok is influencing the next generation of book buyers.
Bookshops buck the trend with strong high street performance
New data from Sumup reveals the UK places where the number of bookstores has increased the most in the last five years. Check out the top 10 below.
| Location | Number of bookstores in 2024 | Percentage increase from 2020-2024 |
| Manchester | 10 | 100% |
| North Yorkshire | 20 | 100% |
| Leeds | 10 | 100% |
| Leicester | 10 | 100% |
| Waltham Forest | 10 | 100% |
| Brighton and Hove | 10 | 100% |
| South Hams | 10 | 100% |
| Cardiff | 10 | 100% |
| Glasgow City | 10 | 100% |
| Sheffield | 15 | 50% |
The research found that nine of the top 10 cities saw a one hundred per cent increase in their number of bookstores. This comes after recent Simply Business research revealed that independent bookstores are set to become extinct by 2059.
Is BookTok helping indie bookshops to thrive?
With store closures plaguing the high street, one trend that’s been credited with helping the popularity of bookshops to surge is ‘BookTok’.
But what is BookTok? BookTok is a sub-community on TikTok where users create videos about the books they’re reading.
The hashtag ‘#BookTok’ has on average 163,000 searches each month – which is a 23 per cent increase from previous years, according to Sumup’s research.
If you go into any highstreet bookshop, you’ll likely see displays claiming ‘TikTok made me buy it’ or ‘BookTok favourites’, highlighting the latest popular books on the app.
In fact, retailer The Works credited the popular BookTok author Colleen Hoover with helping to offset its profit decline in 2023 (The Works Annual Report and Accounts 2023).
Online is no different, with many publishers and bookshops selling on TikTok Shop to target the built-in audience of avid TikTok readers.
Ariana Sverdlik, Head of Global Brand at SumUp, explains: “Social media, particularly platforms like TikTok, has sparked a renewed interest in reading, driving demand for books and breathing new life into physical bookshops – an industry once thought to be in decline.
“This resurgence highlights a significant opportunity for bookshop owners, both large and small. For chains like Waterstones, rapid expansion is a strategic response to this growing demand. Meanwhile, independent and medium-sized bookshops can seize the moment by building customer loyalty through initiatives such as loyalty cards, book-swapping schemes, and in-store experiences that bring the BookTok community into their physical spaces.
“By adapting to these trends, bookshops can ensure that purchases inspired by trending books lead to lasting customer engagement and repeat visits.”
How to use BookTok as a bookseller
If you’re a bookseller looking to capitalise on BookTok’s popularity, here’s a few ideas to try:
- curate BookTok-dedicated sections in your store highlighting popular books – maybe even in your window display to encourage foot traffic
- keep an eye on what’s trending and create videos about them – use your bookseller insight to give recommendations and reviews
- sell on TikTok Shop so customers can buy directly from your recommendations
- show what life is like in your bookshop with behind the scenes and day in the life videos
- respond to comments and engage with your viewers
Ultimately, the most important thing you can do as a bookseller on TikTok is create authentic content for your audience – authenticity is key to the BookTok community.
Top tip from an independent bookseller
Another reason why the number of bookshops is increasing is how much they mean to customers. Luke Sherlock, owner of Sherlock & Pages in Somerset, explains how small gestures can make a real difference to your customer experience – and even create lifelong customers.
Hear how a touching moment with a local bookseller as a teenager kept Luke going back to the store and led him to open his own bookshop years later.
As well as knowing the importance of creating a pleasant in-store experience, Luke is also a pro at social media marketing. Sherlock & Pages have almost 60k followers on Instagram and a truly engaged audience.
Useful guides for indie booksellers
- How to start an online shop – the ultimate guide to selling online
- 5 trending products to sell in 2025
- GPSR – how does it affect your small business?
- Is business insurance a legal requirement?
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