BookTok has been a phenomenon, leading to a surge of love and enthusiasm for romance books that now extends beyond the app itself. The impact of BookTok is being felt in brick-and-mortar establishments dedicated to the genre, as owners of romance bookstores share their insights on how the online reading community has transformed their businesses.
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Many romance bookstore owners have spoken out about the significant influence BookTok has had on their establishments. The rise of BookTok has created a dedicated space for fans of romance novels, whether they are into popular authors like Emily Henry and Abby Jimenez or niche novel tropes like F1 romances. This surge in interest has also translated into the emergence of romance-specific bookstores across the country.
One such owner, Jamie Fortin, established Friends to Lovers Romance Bookstore in Arlington, Va., in response to the growing demand she observed within the online romance reading community. Fortin recognized the need for a physical community space where romance enthusiasts could come together to explore their shared passion. Her bookstore quickly gained attention and popularity, with eager customers lining up even before the doors opened.
Similarly, Katie Mitchell, the owner of Trope Bookshop in Charlotte, N.C., was inspired by the success of other romance bookstores online to open her own store. Trope Bookshop initially started as a book mobile before transitioning to a permanent store location in March 2025. Mitchell credits platforms like TikTok for attracting customers from various locations and building a loyal following for her bookstore.
Melissa Saavedra, the owner of Steamy Lit Romance Bookstore in Florida, saw an opportunity to create a physical space that not only showcased romance novels but also fostered conversations around themes like sex and pleasure. Saavedra used the insights gained from BookTok to curate her store’s collection, ensuring that popular titles on the app were readily available to customers.
BookTok has also influenced the stocking decisions of bookstore owners, as they keep a close eye on trending titles and recommendations circulating on social media. Amanda Anderson, the owner of The Last Chapter Book Shop in Chicago, leveraged social media platforms to understand her customers’ preferences and tailor her store’s offerings accordingly. The platform has enabled bookstore owners to introduce readers to a diverse range of titles beyond those popularized on BookTok.
Leah Koch, co-owner of The Ripped Bodice, the first U.S. romance bookstore, emphasizes the importance of showcasing books by authors of color and self-published works that may not receive the same level of attention on social media. By going beyond the viral BookTok books, stores like The Ripped Bodice aim to provide a platform for marginalized voices within the romance genre.
The impact of BookTok extends beyond sales and stock choices, as romance store owners highlight the sense of community and connection fostered by the app. Book clubs, events, and workshops hosted by these stores serve as gathering spaces for readers to engage with one another and share their love for romance novels. The success of BookTok lies in its ability to empower readers to embrace and celebrate their passion for a genre that has often been overlooked or stigmatized.
In conclusion, the influence of BookTok on romance bookstores reflects a larger cultural shift towards recognising and valuing diverse voices in literature. As readers continue to engage with the online reading community, the physical spaces of romance bookstores serve as hubs of creativity, conversation, and camaraderie for enthusiasts of the genre. The future looks bright for romance books and the communities that celebrate them, thanks to the love and support generated by platforms like BookTok.