Over the last two decades, the world of retail has changed in major ways that would have been impossible for the average consumer to predict.
The shift from shopping in person to online has been dramatic: global online shopping revenue hit $6.09 trillion in 2024, and projections show that number could hit $9.1 trillion by 2030, per Capital One.
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The result of this shift can be seen at your local shopping mall or center: more stores closing locations or going bankrupt altogether, even names that seemed like they’d be around forever.
A few of these include Big Lots, Joann, Express, and Forever 21.Â
Related: This bankrupt retail chain is coming back from the dead
Luckily, the Big Lots IP was purchased by Gordon Brothers, which then sold hundreds of its locations to Variety Wholesalers, which will gift it a chance for a second life.
The other retailers haven’t been as lucky.
However, one legacy chain that many have worried about going under is making a remarkable comeback. And if you’ve ever spent a cozy night at home with a book in hand and a warm pet in your lap, you’re going to be happy to hear this news.
Amazon is not killing the book market
Amazon’s ultra-low prices have caused major worries for retail booksellers, with chains like Borders and Waldenbooks unable to compete and eventually closing their doors.
However, Barnes & Noble (BNED)  is seeing a surprising and wonderful trend continue to grow: people coming into their stores to buy books instead of opting for cheaper prices online.
Barnes & Noble has announced it will open 60 new stores this year, following an impressive 2024 where it opened more stores in a year than it did in the decade from 2009 to 2019.
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“As we open new bookstores across the country it is especially gratifying to come back to communities we once served,” said James Daunt, CEO, Barnes & Noble. “Even moreso here, where we not only return to Bryn Mawr, but to the exact address we once proudly occupied. This new Bryn Mawr Barnes & Noble is a testament to readers’ ongoing desire for bookstores as a place of discovery and community, and we are very pleased to be back.”
Barnes & Noble’s winning strategy
Barnes & Noble seems to have benefited from a few key changes — some strategic and some due to unpredictable circumstances.
One part of the changes comes from the chain’s 2019 acquisition by Elliot Management, an American investment firm. Swapping to a books-first strategy, Barnes & Noble locations also made unusual changes such as ditching the chain’s signature forest green and dark wood.
“Any design agency would have a heart attack if they could see what we’re doing,” Barnes & Noble chief executive James Daunt said back in 2023.
Another part of the chain’s trajectory is simply due to Covid, which drove Barnes & Noble’s sales to $1.85 billion in 2020. While revenue did dip in 2021 as people started getting the vaccine and heading back out into the world, it then began a slow climb back up, making it back to $1.57 billion in 2024.
Social media has also played a role in Barnes & Noble’s momentous comeback. TikTok’s #BookTok has billions of viewers, as well as dedicated accounts that regularly post reviews of new books. It’s one of TikTok’s most popular hashtags and has a simple effect that’s great for bookstores everywhere: it just makes people want to go check out new books.
Related: Iconic retailer bets big on going small with new store openings
