BookTok is seeing more young people embrace reading than ever before, translating into shops “full of teenagers and young adults” in a trend not seen since the heyday of J K Rowling and Harry Potter, according to Waterstones m.d. and Barnes & Noble c.e.o. James Daunt…

The shops themselves are getting in on the act and creating their own TikTok accounts. But to be successful, they need to be authentic, says Daunt. “We have generally found that the people with blue hair do better than the people with sensible haircuts,” he joked. “It’s about fun and enjoyment and enthusiasm and the people who do it brilliantly are of the same generation—it’s our young booksellers and we let them get on it.”

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