Chain Bookstores Aren’t Dead Yet (Thank you, TikTok)

I came across this article about the bookstore revival on Bloomberg CityLab by Alexandra Lange. It offers some history of the big-box booksellers, and dives into how Barnes & Noble is staging a comeback thanks mainly to nostalgia (check out the photos!) and by acting as the backdrop for the BookTok boom that has racked up over 40 billion views on TikTok. Gen Z is apparently finding its way to the mall.

There’s also talk of the concept of these stores becoming the third place. From the article:

It’s not until you add the coffee shop to the chain bookstore, circa 1990, that it becomes the best illustration of sociologist Ray Oldenburg’s concept of the “third place.” The chain stores were pick-up joints without the alcohol, teen hangouts without the style pressures of the mall, opportunities to explore identity both socially and via reading material out from under the thumb of parents and teachers. As with the malls and shopping centers that often support a bookstore, these private enterprises offered accommodation to a broad range of people, in terms of class, race and age.

Thanks to the efforts of Starbucks once and again CEO Howard Schultz, this is a concept associated with that coffee chain at least before the pandemic.

I grew up without a Starbucks nearby, but we did have a large Barnes and Noble that opened when I was in my early teens. I spent many hours exploring books and magazines about technology, business, cooking, science fiction, and fantasy. I also developed my taste for coffee at the cafe. Yes, they did serve Starbucks, but as part of a licensed program, so sadly, they weren’t nearly as good at misspelling our name in wild ways.