Research flags key role physical stores play in boosting shoppers’ book discovery and buying experience

New research released by the Booksellers Association (BA) has found that booksellers are readers’ top choice when it comes to knowledgeable sources of book recommendations.

1,001 Brits were surveyed by this. 71% think a bookseller at a physical store is knowledgeable when it comes to making book recommendations.

Booksellers score higher knowledge than any other source of book recommendations, surpassing family and friends (whom are deemed knowledgeable by 65% of the sample), book clubs (62%), online reviews (61%), social media influencers (39%), and AI recommendations (39%).

Across the different age groups, 65% of Gen Z’s and 74% of Millennials think a bookseller at a physical bookshop is knowledgeable in making book recommendations.

The younger generations are also more likely to make a purchase based on a bookseller’s recommendation than the older generations - 49% for Gen Z’s and 56% of Millennials compared to 37% of Generation X and 31% of Baby Boomers. 

The survey also found that 59% of the UK public agree they would prefer human recommendations over AI suggestions when shopping.

For 58% of Brits, a visit to a physical bookshop enhances their book discovery experience more than online browsing, and 61% find the atmosphere in physical stores inspiring to discover new books. A similar percentage (62%) agree that stores offer a sense of community that online retailers cannot replicate.

Emma Bradshaw, Head of Campaigns at the Booksellers Association, says: “A key message for all of our consumer facing campaigns is that bookshops (and booksellers) are the best source of book recommendations, so we’re delighted to see that the results of this survey show that readers agree with us.”

“Our local bookshops provide a level of service that is to be valued and enjoyed all year round. We hope that readers and gift-buyers will head to their local bookshops this Saturday and enjoy all that they have to offer.“

2024 RTIH INNOVATION AWARDS

Physical stores are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.