In recent years, the publishing industry has witnessed a remarkable resurgence in print book sales, a trend significantly influenced by social media platforms, particularly TikTok’s #BookTok community, along with IG’s #booksofinstagram. This digital movement has not only rekindled readers’ passion for physical books but–along with shifting global economic factors–has also prompted publishers to reconsider their printing strategies.
Social media has become a powerful catalyst for book discovery and sales. A notable example is #BookTok, where readers share their favorite books, leading to substantial increases in sales. In 2021, readers purchased over 839 million print books in the U.S., more than any year since records began in 2004. Overall sales dipped in 2022 and 2023, but turned up again last year, driven by adult fiction and the popularity of “romantasy”—a blend of fantasy and romance genres promoted on #BookTok. Adult fiction saw units rise 4.8%, and fantasy had the biggest increase in the adult segment, up 35.8%.
The Impact of Social Media on Print Book Sales
In January, Barnes & Noble announced it would open at least 60 new stores this year, following its record of opening 57 stores in 2024, citing an increase in teens and young adults looking for a “third space” to gather and the promotion of print books on social media.
The American Booksellers Association reported that their membership increased by over 200 members in 2024, with more than 190 independent bookstores planning launches within the next two years.
The Shift Back to Domestic Printing
In response to the growing demand for print books and the challenges associated with overseas production, many publishers began shifting their printing operations to various countries and back to North America. Factors such as geopolitical instability, rising international shipping costs, and unpredictable delivery times have made domestic printing more appealing. Printing locally offers benefits like a more reliable supply chain and reduced shipping times.
In 2025, the international book publishing market is still uncertain, with the potential for tariffs or supply chains to shift quickly and without warning. Small- and medium-sized publishers find themselves seeking reliable and cost-effective domestic solutions.
Advantages of Printing Books in the U.S.
Choosing to print books domestically presents several advantages:
- Cost Efficiency: While overseas printing typically offers lower unit costs, additional expenses such as tariffs, customs duties, and shipping can offset these savings. For instance, importing books from China was subject to a 7.5% tariff, while the same book was subject to no taxes when imported from Canada. However, the international tariff landscape is rapidly shifting. If you have moved to offshore printing, talk with a local printer to understand their current supply chain options and analyze the costs. This will help you get a better understanding of the bigger picture and whether domestic printing might be a reasonable solution.
- Supply Chain Reliability and Reduced Lead Times: Domestic printers, overall, can deliver books more quickly. For quick turns, local is best. Even runs with longer lead times face more certainty in print and delivery times domestically. Local printing minimizes risks associated with international shipping delays and geopolitical uncertainties, ensuring a more dependable supply chain.
- Environmental Considerations: Printing closer to the end consumer reduces the carbon footprint associated with long-distance shipping, aligning with sustainable practices. In addition, many countries popular with publishers have less regulated environmental standards, as well as safety and human rights standards.
The convergence of social media influence and strategic shifts in printing practices underscores the dynamic nature of the publishing industry. By embracing these trends, publishers can meet the evolving preferences of readers while optimizing their production processes.
Using a professional U.S. commercial printing solution for books, manuals, and handbooks ensures high-quality print, efficient processes, and cost-effective outcomes. At Consolidated Press, we are happy to accommodate a unique vision with various paper sizes and finishes, providing a polished and durable product. Unlike other printers that need to outsource perfect binding, we offer it in-house to help expedite and keep the process moving quickly. Reach out to learn more about how we make books a reality, locally.