BookTok helps Barnes & Noble's growth, a new wave of readers

Barnes & Noble is accelerating its expansion, with plans to open 60 new US stores by mid-2026, after debuting 67 new locations this year. The bookseller's resurgence is closely linked to the influence of TikTok's #BookTok community, which has reignited interest in reading, especially among young people. The viral social media movement has driven foot traffic to bookstores, turning them into popular social destinations and boosting sales industry-wide.