BookTok boosts English language bookshops in Barcelona

Many argue that Barcelona is adapting itself to the needs of tourists, as English is almost mandatory in restaurant menus. There are also many foreigners living in the Catalan capital, and for them, finding places or businesses aimed at them means they get to enjoy a taste of home without having to spend large sums of money on a plane ticket. This is the case with English language bookshops, which offer a different kind of trip.

These businesses have been present in the city for more than four decades, but both their displays and their customers have evolved. They are no longer exclusively for foreigners, as more and more young Catalans are swapping nights out for afternoons browsing in English language bookshops with friends.

How is this possible when it is often said that young people do not read? The answer is simple: social media connects them to bookshops through BookTok, a phenomenon that has reunited new generations with literature.

A quick look at online literary recommendations shows that the most prominent books and authors are often American or British. Being part of this community requires a solid knowledge of English and the courage to pick up novels in that language. However, finding them can be quite a challenge. For this reason, English bookshops are like Disneyland for readers following this trend.

Come In Bookshop, on Carrer Balmes, is a perfect example of the evolution of English young adult literature. The shop is packed with books, but the young adult section gets bigger each year, as it occupies more and more shelves. Stepping inside means hearing staff and customers of all ages comfortably switch between English and Catalan.

Jordi Cuadrado, the shop’s manager, explains that most of their clientele are Barcelona residents: “Foreigners usually come when they are on holiday in the city and want to enjoy a book in their own language.”

“In recent years, we have noticed an improvement in children's level of English. This, of course, has boosted our sales” says Jordi.

The shop’s extensive Young Literature section contains hundreds of titles – some well-known, others less so. Georgina, who has been in charge of the young adult section at Come In for a year, says that adding a book to the catalogue is a gamble, as they need to ensure it will be popular among Catalan readers: “We can not be like Amazon and offer every single title.”

After expanding the section and hiring Georgina, Jordi felt there was more to be done to enhance the experience for Catalan BookTok followers. This led to the idea of organising book clubs. Since the audience is niche, it is often difficult to find others with similar interests, making these clubs the perfect place to connect.

Social media has played an essential role in promoting books, but also in helping readers find a community where they can discuss them. Lucía Llorenç, a member of the BookTok community, says that “at school, if you liked reading, you were often the nerd of the class. Here, you do not feel judged – on the contrary, you feel part of a group.”

For this reason, visiting English bookshops with friends has become something of a ritual for lovers of English language literature.

Gradually, Spanish and Catalan bookshops have noticed this trend and expanded their range of English books too.

Jordi, from Come In, highlights another challenge faced by these businesses: the prices. A high percentage of the books they acquire are imported, and customs almost double the price. This turns the process of choosing which books or authors to offer into a risk.

For this reason, the safest bet is always to select the most mentioned or viral titles on social media in the United States and the United Kingdom. Currently, the best-selling books in Barcelona shops are Sarah J. Maas’ Throne of Glass series, Tahereh Mafi’s Shatter Me and The Inheritance Games by Jennifer Lynn Barnes.

Regardless of how one reunites or falls in love with literature, it is a nourishing and educational experience, and even more in a foreign language. Bookshops like Come In or Backstory open up new worlds to those who decide to pick up a book in English, as they can enjoy the freedom of choosing any title without having to pay for a plane ticket or an expensive Amazon purchase.