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A Bookstore Boom in a Time of Literacy Decline

Ellen O’Connell Whittet Explores the Apparent Contradiction

Ellen O'Connell Whittet

June 12, 2026

I was standing in line at Chaucer’s Books, my local indie, when it occurred to me that the line was longer than usual. This has been happening regularly enough that I’ve stopped being surprised—Chaucer’s business is downright defiant. But just that afternoon I had read something about declining literacy rates, and the cognitive dissonance was hard to shake. I mentioned to the woman at the register that I was glad to see the place so full. “I keep waiting to read the worst news ever in the local paper,” I said, meaning the store’s closure.<br>Article continues after advertisement

She didn’t hesitate. “Not gonna happen,” she said twice, shaking her head.

I wanted to believe her. I still do. But I’ve been turning that contrast over ever since.

Here are the two facts, sitting in apparent contradiction. Reading scores for American high school seniors recently fell to their lowest point since the National Assessment of Educational Progress (NAEP) first administered the assessment in 1992. Only 35 percent of seniors tested as proficient in reading. Nearly a third scored below basic—meaning they couldn’t reliably locate details in a text to understand its meaning. The decline precedes the pandemic and is steepest among students who were already struggling. Meanwhile, the American Booksellers Association reports that the number of independent bookstores in the United States has grown by 70% since 2020, from roughly 1,900 to more than 3,200. In 2025 alone, 422 new independently owned stores opened nationwide. Barnes & Noble opened more than 50 new locations in 2024 and has plans for 60 more. The line at Chaucer’s, it turns out, is part of a national phenomenon.

One version of the story is about access and class. The bookstore boom is a story about a certain educated, culturally aspirational demographic doing what it has always done, while the literacy crisis unfolds elsewhere, namely in under-resourced schools, rural communities, and households without the discretionary income to browse a charming bookshop on a Saturday afternoon. Jen Lemberger, co-owner of Chaucer’s, makes this point plainly. “Books are a luxury item for many,” she told me. She noted that the bookstore resurgence also reflects demographics—millennials and Gen Z, the highest users of libraries, are now at ages where they have the means and motivation to open small businesses and spend on books. Nicole Vasquez, who works at Books Are Magic in Brooklyn, corroborates the geographic dimension. “Those living in rural parts of the country who don’t have access to bookstores or libraries have lower literacy rates,” she told me. “I would say that is a lot of America—more than people think.”

The numbers bear this out. According to a 2025 Pew Research survey, 88% of college graduates say they’ve read a book in the past year, compared to 60% of those with a high school education or less.

But there’s something else happening too that complicates both the optimistic and the pessimistic readings. Miranda Sanchez, owner of Epilogue Books in Chapel Hill, notes that the boom is heavily concentrated in niche stores—forty-three romance-specialty shops opened last year alone—and in bookstores that function primarily as third spaces, places to be seen and to belong. The nature of what’s selling has shifted too. Sprayed-edge limited editions bought and re-bought for the shelf, not necessarily to read; BookTok-fueled titles that sell out for months on the strength of a viral video.

The boom, Sanchez says, is “often centered around a book as a product, not as literature.” Books carry a cultural prestige that television has never had, according to Sanchez, a cachet that makes them a powerful vehicle for identity-making. It’s why influencers and actors want to become authors even after they’ve already achieved fame. When the aesthetic of literary life becomes the point, something about the relationship between books and...