What: BookTok's viral influence transforms Barnes & Noble's business model, leading to its most significant store expansion in 16 years whilst revitalising the physical retail experience.

Why it is important: This case demonstrates how traditional retailers can successfully adapt to digital disruption by embracing social media trends whilst maintaining their core physical retail strengths.

Barnes & Noble's transformation showcases the powerful impact of social media on traditional retail revival. After facing seven consecutive years of declining sales, the bookseller has achieved remarkable growth by strategically embracing BookTok's viral influence. Under James Daunt's leadership since 2019, the company has reimagined its stores as community spaces whilst leveraging online buzz to drive foot traffic. This strategy has led to mid-single-digit sales growth since 2021 and an ambitious expansion plan, with 57 new stores opened in 2024 and 60 more planned for 2025. The redesigned locations feature curated displays of trending titles and communal areas that encourage discovery and social interaction. By combining BookTok's digital influence with enhanced in-store experiences, Barnes & Noble has successfully created a retail environment that resonates with modern consumers whilst maintaining its traditional appeal.

IADS Notes: Barnes & Noble's successful integration of social media trends aligns with broader retail transformations observed in 2024-2025. In January 2025, research highlighted the growing importance of "third spaces" in retail, where physical stores become community hubs. Their strategy mirrors successful digital-physical integrations seen across the industry, as noted in December 2024 when retailers began emphasising experiential elements in store designs. This approach parallels the evolution of traditional retail spaces, with October 2024 data showing increased foot traffic in locations that effectively blend online engagement with physical experiences.

The internet almost killed Barnes & Noble, then saved it