Barnes & Noble’s Comeback: A Big Win for Indie Authors

Writing a book and posting it on Amazon gets you nowhere. Well, it gets you into Amazon purgatory, where the book languishes with all those other poor books that will never see the light of day.

Unless you continue to promote and market it.

You can click the expanded distribution button on Amazon (available only for paperback issues) to get wider distribution through Ingram’s catalog, but that just adds your book to their database. It doesn’t promote the book.

Doing that gets the book listed in a number of other venues (our authors’ books show up in a variety of those ‘other’ places within weeks of being added to Amazon), but like any catalog listing, whether someone sees it or not depends on a lot of outside factors you have little to no control over.

What if you could get your physical indie-published book into a big brand store like Barnes & Noble?

Well, you can. I talked about how to get into Barnes & Noble in this post last year, but I recently discovered it may be easier than even I expected.

I’ve just learned that Barnes & Noble is quietly becoming one of the most interesting comeback stories in retail. Right now, the big book brand is in expansion mode!

After nearly two decades of store closures, and following a successful turnaround over the last few years, the company has transitioned from downsizing to opening dozens of new locations. 

Didn’t we tell you that people still read books?

What’s in store for us? Yes, pun intended.

Reports say the bookseller is focusing on a “neighborhood bookstore” strategy, which gives local managers more control over inventory and layout. More on what that means for indie authors, below.

This Good Housekeeping article crediting TikTok with influencing this new focus reminds us why we all love bookstores:

“Physical bookstores are a space to meet like-minded people and get book recommendations that aren’t driven by an algorithm. Want to cry over the most heart wrenching literary fiction, scream over your favorite romantasy hunks, or just find the best new releases? Bookstores let you do that in a physical community, even if you’re a dedicated introvert.”

Apparently, the fans on TikTok are powerful enough to influence more than just the folks who follow them. Check out Barnes & Noble’s BookTok section!

I hope you’re at least considering TikTok as part of your marketing strategy. Be a part of BookTok, if you can!

This USA Today article lists many of the new 2025 stores that Barnes & Noble opened across the nation last year. Click the link to see if your state is included.

Did you know that in 2024, the company opened more stores in a single year than it did over the entire decade from 2009 to 2019?  I didn’t. That’s impressive. It speaks to the fact that books and reading are alive and well here in the U.S.

According to numerous sources online, Barnes & Noble has big plans for this year.

2026 Goals: The company plans to open approximately 60 new stores across the United States.

Recent Growth: This follows a highly active 225, where the brand opened enough stores to push total store count to above 700.

Want to know where those locations are?

Planned Locations for 2026 

 Here’s where the brand will be opening stores this year (where they will have a variety of books, toys, games, and more), according to this news report: 

• California
• Colorado
• Florida
• Georgia
• Illinois (including a new location in Oak Park at the former Marshall Field building)
• Ohio
• Texas
• Virginia
• Washington State
• Washington, D.C. (including a return to downtown) 
• Middletown, NY, where they are building a 19,000-square-foot store expected to open at the Galleria at Crystal Run.

What to expect in the new stores

• An updated modern design: Look for brighter paint, lighter wood, and “thematic nooks” rather than standard alphabetical rows.
  
• Curated Selection: Some new stores will be smaller than we’re used to, with a focus on curated titles that match local community interests.
  
• Café Availability: Some smaller stores may lose the café, but you know, wherever they are located, there will be a coffee shop nearby. If there is no café, it shouldn’t detract from people gathering to talk about books – maybe yours.
  
• New Features: Select locations will host indie film studio A24 shop-in-shops. What are these, you might ask (or maybe you know, I did not, so sharing here)? This is a way for fans to purchase “dedicated, custom-designed, exclusive movie merch, vinyl, Blu-rays, screenplays, and collectibles” from the indie film studio. 

Here’s what all this means to you, the indie author.

Barnes & Noble’s new community-first focus in 2026 is a big opportunity for local indie authors to get in the room with readers—and sometimes on the shelves or a display table—with a “local author” label.

Why is this good for all of us?

This gives indie authors and those of us who work with them a chance to compete with the big guys. This community focus means stores are now more open to hosting local author signings, promoting open house “local author nights,” and featuring neighborhood writers at story times. Being seen at B&N is not just about big touring names anymore.

Think of the possibilities! Your local Barnes & Noble may now be eager to talk to you, a local author. This neighborhood‑bookstore strategy gives managers more freedom to spotlight regional voices, create local‑author tables or displays, and say “yes” to authors who can bring in their own readers.

Book signings and events

Start now creating your own Barnes & Noble “Local Author Book‑Signing” and “Local Author Night” event. Put a call out to other indie authors to join you. Use Nextdoor and Alignable for that. Make it worthwhile for the store to host your event – a local focus on two or three indie authors. Add entertainment (music, song, comedy) and save time for answering questions and signing books.

NOTE: To be considered for an in‑store event, make sure your book is available for sale through Barnes & Noble (via their catalog or B&N Press). It’s best to contact the store’s manager/event coordinator directly about this. If your book is available via Ingram’s catalog, that works, too.

It pays to have a professionally developed book, also. Make sure you own your ISBN, and have a proper publishing imprint, not “Deb’s books.” Don’t scrimp on cover design. A good cover goes a long way to showcasing the value of your book.

Getting your book in the store

Be proactive. Find out ahead of publication what your store manager needs from you. The store is a national chain. Featuring “local interest” or local‑author titles beyond the central buying system might only happen via short‑term consignment or special local displays. Which is still great! Your book on a table, in a Barnes & Noble! Yes! Even if it’s only for a week in May (or whatever month is chosen).

Today, with this new approach, and all the new stores opening, managers may be more open to local author shelf space or a short run if it’s connected to a specific event (like your launch or a signing) and you can show you’ll bring people into the store.

Also, a big plus is if your book addresses something in the news or social media chatter. Think: dieting (always a hot topic), mental health, almost anything to do with starting or improving a business, leadership, and many more. Read or watch the news and understand where your book fits in the monthly national holiday world. Tom wrote a post about this last year. It might be a good place to start.

As with any event, it pays to showcase your platform and ability to connect with potential readers. B&N will evaluate the author’s platform and marketing efforts—such as mailing lists, social media, local connections, and planned outreach.

Perhaps start with a brief, professional email to the store’s manager or event coordinator, with a one-page pitch and details of the book. Ask the manager or event coordinator for an in-person meeting. And be prepared then to toot your own horn.

Understand what you’re asking for

Caution!!! Barnes & Noble states on its website that it will “never offer in‑store placement in exchange for money.”  If an “agent” or “marketing service” promises to put your indie-published book into B&N for a fee, bells should go off in your head.​

The company does provide dedicated guidance for independent and self‑published authors on selling with B&N and on how to be considered for author events.  

Visit this link to check for events already happening in your area. Attend one or two and take notes.

But your best bet is to meet with the store’s manager. Build a relationship there. Take the initiative. This is all part of your marketing strategy. Being seen in a Barnes & Noble can build credibility and recognition for you and your book. Having an event there can be fun and well worth your time.

Here’s a sample template you might use to reach out to a store manager or event coordinator:

Hi [Manager Name],

I’m a local author and a regular customer at your [City] store. My book, [Title], is available through [Ingram/B&N Press/your distributor] and is a good fit for [brief audience/genre].

I’d love to partner with you on a small event—such as a local author signing or a themed discussion—that brings my readers into your store and highlights your role as a community bookstore. I’ve attached a one-page overview with book details and my plan for promoting the event.

If this sounds like a potential fit, I’d be happy to stop by or jump on a quick call at your convenience.

Sincerely,
[Name]
[Website]
[Contact info]

PUT IT IN YOUR VOICE! Note the inclusion of a website. Tom’s post about the 7 Essentials of Author Websites can be a big help in getting you started there, if you haven’t yet created your website. And yes, you should have one.

You might include your social media handles if you have a strong following. If you can, build a following on Bookstagram and BookTok before you approach anyone about your book. And, if you’ve already sold a good many books, mention that. Success breeds more success!

I shared this today to inspire some of you to get face-to-face with real people when promoting your book. Go out and meet the people who make the decisions on whether to support your writing by carrying your book in their bookstores.

This is about Barnes & Noble because they’re a recognized, well-known brand, and I applaud their efforts to embrace change by working with indie authors.

But this is also good advice for connecting with independent bookstores. Visit them. Purchase from them. Support them. Get to know the managers.

All your efforts on social media are fine. Do that. Build a following. Foster engagement. Just don’t forget to add the power of eye-to-eye contact with real people. After all, isn’t your book meant for real people?

I’m encouraged that B&N is making a comeback. I’m thrilled that there’s an opportunity for indie authors to be seen on their shelves and in-store tables.

To me, this proves that people still read books, physical books. People still have book clubs; they gather at bookstores to share their thoughts about the books they read. And they are interested in meeting authors.

Like you.

If you’ve held a book signing at a Barnes & Noble, share the experience in the comments.