Bookstores turn a new page, even as Americans read less

The latest chapter for US bookstores is providing more plot twists than an Agatha Christie page-turner.

• The number of US bookstore companies rose by ~70% between 2021 and 2025, according to data from the American Booksellers Association.
• And 73% of booksellers reported higher sales last year, with nearly half saying sales grew by at least 6%.

It marks a major turnaround for an industry many expected Amazon, e-books, and the demise of Borders to permanently flatten.

So, what changed?

Both independent bookstores and major chains like Barnes & Noble have leaned into a similar playbook: betting big on non-book offerings like toys and games, while also providing access to coffee, author events, and a place to spend time without staring at a screen.

There are still warning signs. A June CBS News poll found 36% of Americans are reading fewer books than they did a decade ago, compared to 23% who are reading more. AI tools could also take a bite out of practical nonfiction, while certain categories, including political books, have slowed.

But bookstores may be selling something harder to download: discovery and community. As more people, especially Gen Z, seek out analog experiences, bookstores have adapted to embrace their role as a screen-free hangout spot.