The Role of Social Media Algorithms in Barnes & Noble's Boom
Barnes & Noble remains unrivalled among US booksellers in terms of retail outlets.
After a challenging period marked by a decline, attributed to decreasing store numbers over the past 15 years, technological advances have opened new avenues for its resurgence.
The influence of digital communities such as BookTok and BookTube is supporting a revival of physical bookstores, enabling Barnes & Noble to see increased sales.
How tech is helping Barnes & Noble out of a period of uncertainty
Following a 15-year downturn in retail presence, Barnes & Noble is now capitalising on rapid growth facilitated by technological advancements.
In 2024, the bookstore giant opened 57 new stores across the US, a figure surpassing the total number of openings between 2009 and 2019.
The company has already opened 30 new sites in 2025, with plans for at least 60 by the year's end — an ambitious venture generating numerous jobs nationwide.
James Daunt, CEO of Barnes & Noble, says: “We are very pleased to open this beautiful new Barnes & Noble in Abilene.
“Texas hosts more Barnes & Noble bookstores than any other state — and yet the nearest to Abilene is over 150 miles away. We are proud to add Abilene to the new fleet of Barnes & Noble bookstores we are opening across the country.”
Through strategic adaptation and technological integration, Barnes & Noble is overturning its past setbacks, adjusting from a US$700m sales decline between 2015 and 2019 to a thriving phase of expansion.
Tech's role in booming consumer engagement
The boom in online book communities during COVID-19 boosted platforms like Bookstagram, BookTok and BookTube, driving a new wave of consumer interest.
The fascination with book culture on these platforms has spurred a rise in purchases, with genres such as 'romantasy' gaining momentum through popular tropes and online fan engagement.
Book retailers like Barnes & Noble have adeptly leveraged this digital phenomenon, creating 'As seen on TikTok' or 'BookTok Made Me Buy It' sections.
This strategic move bridges online and offline experiences, drawing a new consumer base and solidifying their market presence.
Neil Saunders, Managing Director of GlobalData Retail, comments on this side of bookselling: “Amazon recommendations are driven by an algorithm. That’s fine and it works to a certain extent. But it doesn’t have the same personal touch as when you go into a Barnes & Noble, where you can receive a personal recommendation, and there are handwritten recommendation cards from members of staff who work in the store.”
