Can #BookTok save the indie bookstore? American Express thinks so.

In 2013, the American Booksellers Association (ABA) designated April 29 as Independent Bookstore Day. Ten years later, TikTok has reshaped the literature landscape, and both the ABA and American Express are taking notice. To ring in a decade of Independent Bookstore Day, the ABA and AmEx are teaming up to celebrate #BookTok and offer deals for readers who frequent indie bookstores.

On April 29, bookworms who shop at six indie vendors in Los Angeles and New York (including Brooklyn’s Greenlight Bookstore, pictured above) can receive $25 gift cards to use on their next orders. The offer is exclusive to AmEx Card Members.

While Card Members of all shapes can take advantage of the Independent Bookstore Day deal, AmEx is catering to the #BookTok community in particular. That comes as no surprise, since the credit card company has partnered with TikTok influencers and incorporated the platform into its Small Business Saturday strategy.

A press release discussing the partnership cited the popularity of the #BookTok tag, which has received more than 130 billion views on TikTok. As big-box retailers continue to reduce indie booksellers’ collective market share, TikTok users are priding themselves on their ability to support locally-owned vendors. According to AmEx’s 2022 Shop Small study, 73% of Gen Z and 67% of Millennials seek out small businesses on social media.

Bookstores and publishers have taken notice of the #BookTok boom, which has helped authors like Colleen Hoover become repeat bestsellers. In 2021, sales of print books grew by 9% year-over-year. That was the biggest recorded jump since BookScan began collecting sales data in 2004.

On April 29, TikTok’s contingent of avid readers will get a chance to provide even more support for struggling small bookshops. For more details about Independent Bookstore Day, head to the ABA website.