Social media platforms like TikTok have been known to drive real-world purchases, but five short years ago, authors may have never imagined it would drastically evolve the landscape of book consumption. Barnes & Noble recently announced a major resurgence, opening at least 60 new stores this year.

As reported by Fast Company, ““In 2024, Barnes & Noble opened more new bookstores in a single year than it had in the whole decade from 2009 to 2019 . . . [The company] is enjoying a period of tremendous growth as the strategy to hand control of each bookstore to its local booksellers has proven so successful.” This expansion is not only a testament to the resilient appeal of tangible books but also highlights the growing influential role of social media.

TikTok’s community of book readers, known as #BookTok, has emerged as a force in the publishing industry. With over 45.6 million video posts under the #BookTok hashtag as of February 2025, readers and authors alike share reviews, recommendations, and emotional reactions to various titles. This online discourse has translated into increased foot traffic and sales for physical bookstores.

Barnes & Noble has intentionally harnessed this momentum by curating in-store displays featuring #BookTok favorites, organizing events like midnight release parties, and hosting costume competitions inspired by trending books to enhance community engagement. In 2022, Barnes & Noble also partnered with TikTok to launch the #BookTokChallenge, a summer reading campaign aimed at encouraging users to discover new books and share their experiences on the platform. (source: Retail TouchPoints.) This initiative featured top TikTok creators and Barnes & Noble associates, fostering a symbiotic relationship between the retailer and the BookTok community.

While specific details about direct payments to influencers by Barnes & Noble are not readily available, the company’s collaborative efforts with the BookTok community have been instrumental in its recent resurgence. As a company spokesperson noted, “Booksellers have featured BookTok displays where it works for their area, and so have become a bit of a social hub and gathering place, especially for teenagers.”

Expansion Amidst Digital Competition

Several strategic decisions have enabled Barnes & Noble to thrive alongside formidable online competitors.

• Granting autonomy to individual store managers has allowed each location to tailor its inventory and events to the preferences of the local community, fostering a personalized shopping experience online retailers cannot replicate. (Source: Modern Retail)
• By positioning stores as “third places”—social environments separate from home and work—Barnes & Noble has created inviting spaces where readers can gather, discuss, and immerse themselves in literature. This approach resonates with consumers seeking authentic, in-person interactions. (Source: People.com)
• The company’s proactive engagement with trends emerging from platforms like TikTok has enabled it to stay relevant and cater to the interests of a younger, digitally-savvy demographic.

These strategies underscore a broader lesson for authors and publishers: the need to adapt and integrate digital trends with traditional retail models. The symbiotic relationship between online platforms and physical bookstores not only enhances discoverability for authors but also enriches the reading culture by bridging the gap between virtual and real-world experiences.

Barnes & Noble’s resurgence exemplifies how embracing digital influence, empowering local store management, and fostering community-centric spaces can revitalize traditional book retailing. For authors, this evolution presents expanded avenues for connecting with readers, both online and offline, in an increasingly interconnected literary landscape.