The BookTok romance bookstore boom (2021–2023)
TikTok's #BookTok community fueled a surge in physical romance novel sales and inspired a wave of new indie romance bookstores across the U.S. Pages & Peonies was part of that wave, opening in June 2025 with a curated indie-heavy romance selection and a sellout grand opening.
Genre-focused indie bookstores drew enthusiastic local crowds and strong opening-day sales.
Many of these shops discovered that opening-day buzz didn't translate into sustainable revenue once rent, staffing, and inventory costs set in.
Pages & Peonies embodied the boom's promise and its limits: a fanbase strong enough to sell out the shelves, but not enough foot traffic to keep a storefront alive.
