As winter evenings grow longer and screens feel more exhausting than ever, many Americans are rediscovering an old comfort: books. This season, the joy of reading comes with unexpected good news. Bookstores—once thought to be fading relics of a pre-digital era—are making a quiet but powerful comeback.
For years, the narrative was simple: online shopping won, and physical bookstores lost. In the late 1990s, readers debated the merits of big chains like Barnes & Noble versus independent bookshops. Today, those battles no longer matter. In an Amazon-dominated world, readers are cheering for anyone who still sells physical books—and that shift in mindset is reshaping the reading landscape.
Barnes & Noble is at the forefront of this revival. The retailer opened nearly 70 new stores this year and plans to launch another 60 next year. Speaking to CNBC on December 15, CEO James Daunt called 2025 “a fantastic year” for the company. These new bookstores are not one-size-fits-all: some are smaller neighborhood outlets, while others resemble the large standalone stores many readers remember. Across cities like Chicago and its suburbs, both formats are drawing steady foot traffic.
What’s driving this resurgence? It’s not just nostalgia. Daunt points to strong publishing releases and a growing demand for physical books. Pandemic lockdowns, while deeply disruptive, unexpectedly helped millions rediscover reading as a daily habit.
“Once you get into the habit of reading books — and that clearly happened during the pandemic — you retain that habit,” Daunt said. Unlike many retail sectors, books have also escaped major tariff-related disruptions, helping bookstores remain resilient.
This renewed love for reading isn’t limited to big brands. Independent bookstores are rebounding as well. The American Booksellers Association reports that more than 420 new bookstores opened this year. The numbers reveal a slow but steady recovery: ABA membership peaked in 1995 with 5,500 members operating 7,000 stores, dropped sharply by 2009, and has now climbed back to 2,178 members across 2,593 locations as of 2022.
Beyond sales figures, this comeback signals something deeper—a cultural shift toward slow reading. In contrast to endless scrolling and algorithm-driven content, bookstores offer space to pause, browse, and choose deliberately. They encourage readers to slow down, engage deeply, and reconnect with ideas that don’t disappear after a few seconds.
Reading is more than entertainment. It is a way to learn, to feel, and to step beyond the narrow boundaries of everyday life. The return of bookstores suggests that many readers are ready to trade speed for substance—and that may be the most encouraging trend of all.
