For 50 years, Americas generosity has been stuck in neutral with charitable giving frozen at 2.5% of GDP. But not because people stopped caring. In 2024, total giving hit record highs, and food banks saw donations surge as families faced delays in SNAP benefits. The heart is there. Whats missing is technology that turns generosity into lasting impact.
We cant solve todays biggest problems, from food insecurity to climate change to health inequity, without unlocking the full potential of AI. For the first time, technology connects data across causes, predicts needs before they arise, and turns generosity into measurable progress. If generosity is the fuel, AI is the engine. As we look to reignite that engine, the clear path forward is to empower the social good ecosystem with smarter, more human technology.
Enter the Generosity Generation. Its not an age group, but a global movement of people across every generation using innovation to turn compassion into scale. The movement is built on the belief that connection beats competition, collaboration beats control, and impact grows when information flows freely.
Achieving that scale requires a shift in how technology serves people. The next leap wont come from software that asks humans to do more work, but from AI that helps them do more good. Human-led AI doesnt replace purpose; it amplifies it. Its how we break 50 years of stagnation and build a more generous world.
THE HIDDEN COST OF SOFTWARE IN THE SOCIAL SECTOR
Software is meant to save time. Instead, for many organizations, it feels like one more task to manage before the real work begins.
In the corporate world, software transforms productivity. In the social sector, those same gains often require a level of investment, in time, training, and expertise, that smaller nonprofits cant afford. Every new platform promises efficiency, but the cost of setup and maintenance may outweigh the benefits. Time meant for impact gets traded for time spent logging impact.
Picture a grant-writing team adopting a streamlined new tool. Weeks later, theyre back in spreadsheets because the learning curve was too steep, the data entry too heavy, the payoff too slow.
Agentic AI works quietly in the background, scanning thousands of grant opportunities overnight, drafting proposals, surfacing insights, and freeing people to do hands-on work: building relationships, telling stories, and driving missions forward.
Thats the real shift, from software that creates work to software that creates capacity. But transformation doesnt start with automation. It starts with trust. And thats where every organization, from a grassroots nonprofit to a Fortune 500, must now lead.
TRUST: THE REAL METRIC FOR AI
AIs most important metric isnt speed or scale. Its trust. Even the most tech-oriented nonprofits must ensure that the tools they use reflect their own values: transparency, security, and accountability.
In the social sector, trust is currency. For nonprofits, a single breach undermines years of donor confidence. For companies, it erodes brand equity overnight. Across every mission-driven organization, trust is the shared foundation, and every tool must protect it.
Thats why human-led AI matters. Agentic systems act, recommend, and adapt, but they should never act alone. Keeping people in the loop ensures every decision reflects human judgment, not just machine logic.
When AI earns that trust, the impact multiplies. Fundraisers find the right message faster. Corporate teams see where volunteer hours matter most. Foundations match funding in days, not months. And when its guided by transparency and accountability, AI not only protects trust, but deepens it.
WHEN AI ELEVATES HUMAN IMPACT
Data has always told us what happened. AI finally shows us whats possible.
In the nonprofit world, every community, cause, and donor is different. Yet, most tools still offer one-size-fits-all answers. Agentic AI changes that by turning data into understanding, helping every organization communicate with its community in the language of shared values, rather than generic outreach.
For decades, personalization has helped businesses build trust with customers. Now, it helps the social sector establish trust with its constituents. Because personalization here isnt about selling more, its about seeing more: who needs help, what inspires them, and where generosity has the most impact. The real turning point is when understanding shifts into empathy, and that empathy fuels action.
When data builds transparency, people engage. When they engage, generosity grows. Thats how trust translates into impact. Pair human purpose with autonomous tools, and giving doesnt just scale, it transforms. Thats how we turn information into action, and generosity into a movement.
Across every generation, people want to do more good. Now they finally have the means to do it. Human-led AI gives us back what every mission needs most: time, connection, and trust.
Imagine if Americas giving rate rose by just half a point, from 2.5% to 3%. That single shift would unlock $141 billion in new annual giving. Enough to lift every American above the poverty line. Enough to make college tuition-free. Enough to prove whats possible when technology empowers human purpose instead of replacing it. Thats the power of the Generosity Generation, proving that when human purpose meets the right technology, possibility becomes progress.
Whether you lead a nonprofit, a foundation, or a Fortune 500 CSR team, your mission is the same: turn information into measurable action. Use technology not to automate generosity, but to amplify it.
AI wont build the Generosity Generation. People will, with the freedom, insight, and tools to lead it.
Scott Brighton is the CEO of Bonterra.
Instacart said Monday that it will no longer allow retailers to use an AI-powered price testing program, two weeks after an extensive investigation showed wide discrepancies in the cost of groceries purchased through the platform.
Effective immediately, retailers will no longer be able to use Eversight technology to run price tests on Instacart, the San Francisco-based company said in a blog post. Previously, a small number of retail partners were able to conduct testing that resulted in different prices for the same item at the same storesomething that missed the mark for some customers, Instacart said in a blog post.
At a time when families are working exceptionally hard to stretch every grocery dollar, those tests raised concerns, leaving some people questioning the prices they see on Instacart, the company said. Now, if two families are shopping for the same items, at the same time, from the same store location on Instacart, they see the same pricesperiod.
Mondays announcement of the end of item price tests marks the third time that Instacart has responded to a widely-shared study by Consumer Reports and Groundwork Collaborative. The monthslong investigation conducted by the magazine and progressive policy group found that algorithmic pricing might result in price differences for the same items of as much as 23%.
INSTACART IN FOCUS IN D.C.
Instacart responded swiftly to the concerns raised in that investigation. In a lengthy blog post late last week, the company sought to clarify what sorts of pricing tests it doesand doesntallow on the platform by responding to four different myths, including that it was engaging in dynamic or surveillance pricing.
But the tech company also came under renewed scrutiny in Washington, D.C. as a result of this study. Rep. Angie Craig, a Democrat from Minnesota, demanded answers from Instacart regarding the scope and implications of pricing tests, while the Federal Trade Commission sent a civil investigative demand to Instacart about its pricing practices, as Reuters reported last week.
Instacart was recently the subject of an FTC investigation regarding deceptive business practices. The company was ordered to pay $60 million in consumer refunds, though it denied any allegations of wrongdoing and answered questions from the government agency regarding its AI pricing tools as part of that settlement.
REGAINING TRUST
The company reiterated again Monday that it has not permitted retailers to do price testing based on supply or demand, personal data, demographics, or individual shopping behavior. Instagram ended the price testing program to engender trust with its customers.
Customers should never have to second-guess the prices theyre seeing, the company said.
Though shares of Instacart fell about 2% in mid-day trading on Monday, it has almost fully recouped a nearly 6% selloff that followed the publication of the price testing study earlier this month.
The long-awaited release of Jeffrey Epsteins files by the Department of Justice arrived on December 19 with a bureaucratic whimper and bang of public outrage.
While the Epstein Library technically fulfills the government’s legal obligation under the Epstein Files Transparency Act, the result is a user experience failure.
[Image: United States Department of Justice]
Thankfully we have another option. Jmail.world makes searching the Epstein files as simple as searching your email. The project has been publishing the convicted child sex offender’s emailsand those of the people who talked with him, like Noam Chomsky, Steve Bannon or Ken Starrsince November using a Gmail user interface clone. Jmail’s database was filled over the weekend as it added the latest Epstein file release.
[Screenshot: jmail.world]
Created by technologists Riley Walz and Luke Igel, theres no better way to explore this Himalaya of filth. It uses a UI you already know: Gmail and the rest of Gmail apps, like Drive. Its creators have been updating it quietly since its launch, even adding an AI called Jemini to search across media, to demonstrate that the DOJ claims that due to technical limitations, it’s impossible to search certain materialslike handwritten notesis simply not true.
How Jmail was built
Jmail began in November, after the House Oversight Committee released 20,000 pages of Epsteins estate emails. Walz and Igel saw a “design problem” in those unsearchable PDF dumps. Using Optical Character Recognition (OCR), they extracted the text and mapped it onto a simulation of Epsteins actual Gmail inbox.
[Screenshot: jmail.world]
The result was a tool that feels unnervingly familiarat least I feel weird and dirty browsing it. It’s a standard inbox with “Star” icons and threaded conversations that forces users to confront the banality of Epsteins daily operation.
The Gmail clone works as you would expect. Instead of navigating complex federal indices, you simply type “Maxwell” or “Bannon” or any phrase that comes to mind into a search bar that queries every email, attachment, and contact instantly. The same happens in the other apps. And you can also click on Jeminiintroduced on December 3and just query the AI about whatever content you want, all across the database.
Why email is the right interface for the Epstein files
You may wonder why the Epstein Files needs a specialized site at all. After all, the official DOJ site has a “Search Full Epstein Library” bar. The problem is, it comes with a crippling disclaimer: “Due to technical limitations and the format of certain materials… portions of these documents may not be electronically searchable.” In practice, this means thousands of scanned pageswhere the real secrets lieare invisible to the search engine.
To understand the brilliance of Jmail, you have to understand the DOJs barebones compliance with the law dictated by Congress. The files are there, yes, but they are effectively buried under the weight of their own disorganization. The DOJs rolling release strategy has resulted in a fragmented archive where First Phase” declassified files sit separately from “Data Set 7,” and where vital context is usually hidden behind thick black redaction bars.
[Screenshot: jmail.world]
As Representative Thomas Massie has pointed out, it “grossly fails to comply with both the spirit and the letter of the law.” By dumping thousands of unsearchable, context-free PDFs onto a confusing web portal, the Justice Department has technically checked a box while affectively obstructing the public’s ability t understand the contents. The data may be public, but it is certainly not accessible, hence rendering it almost useless for the public.
In a discussion on Hacker News dated December 19, Igel revealed the collaborative effort to beat the DOJ at its own game: “We had a ton of friends collaborate on building out more of the app suite last night in lieu of DOJ’s ‘Epstein files’ release… JPhotos, JDrive, JAmazon.” They launched a full “app suite” designed to make the files grokable. By organizing the chaos into familiar tools, Jmail.world provides the searchability the government claimed was technically impossible, serving as a critical, citizen-led solution to official opacity.
Meanwhile, the new version of Jmail is the closest thing we have to a complete picture of the Epstein case files. The site fulfills the promise that the Transparency Act made but failed to keep: making the truth actually visible. I just wish the AI could be smart enough to turn those black bars into the actual names.
Coinbase said on Monday it will buy prediction markets startup The Clearing Company, its tenth acquisition this year, as the crypto exchange looks to expand beyond its core digital assets business.
Prediction markets let users buy and sell contracts tied to the outcomes of real-world events, ranging from elections and economic data to sports and policy decisions, effectively turning investors’ forecasts into tradable markets.
Supporters say the prices can reflect collective expectations more accurately than polls or forecasts, while critics argue the products blur the line between financial markets and betting, drawing growing scrutiny from regulators.
Prediction markets surged into the mainstream during the 2024 U.S. presidential race and have since drawn rapid interest and investments from all corners of the financial ecosystem.
Meanwhile, trading platforms are broadening their product suites to encompass multiple asset classes under one roof as competition intensifies. This shift, analysts say, could help Coinbase reduce its reliance on crypto trading as new players crowd the market.
“Prediction markets offer the company a high-engagement, high-frequency product that broadens the reasons for opening its app beyond crypto,” analysts at brokerage Benchmark wrote in a note last week.
Earlier this month, Coinbase launched its prediction markets platform and said it will start letting users trade stocks, positioning it as a direct competitor to brokerages such as Robinhood and Interactive Brokers.
“We see many of Coinbase’s new initiatives encouraging and incentivizing customer engagement, which has been episodically more limited,” analysts at brokerage J.P. Morgan wrote in a note after the products were unveiled.
The deal for The Clearing Company is expected to close in January. Coinbase did not disclose the terms of the transaction.
Among its notable deals this year, Coinbase agreed to buy derivatives exchange Deribit for $2.9 billion in May, and struck a roughly $375 million deal for investment platform Echo in October.
Its shares were last up 2.6% in afternoon trading.
Manya Saini, Reuters
When a major power outage left tens of thousands of San Francisco residents in the dark weekend, the citys fleet of high tech self-driving vehicles went offline too.
Videos circulating on social media showed Waymo robotaxis clogging up intersections, addled by the sudden absence of guidance from traffic lights. In one video posted to TikTok, a Waymo robotaxi sporting its telltale rooftop cluster of sensors blocks a busy intersection as human drivers stream around it on both sides. This car did not move for 10+ min – it only left when the passengers ditched the car, the TikTok user who caught the footage wrote in the caption.
In another widely circulated video, at least five of the self-driving cars blocked a neighborhood road, flashing their hazards in confusion. The outage also took chunks of San Franciscos public transportation system offline and disrupted local businesses during one of the busiest shopping weekends of the year.
In light of the chaos, Waymo temporarily paused its service to San Francisco on Saturday evening. While the failure of the utility infrastructure was significant, we are committed to ensuring our technology adjusts to traffic flow during such events, a Waymo spokesperson said in a statement provided to Fast Company, adding that Waymo would prioritize rapidly integrating lessons learned from the weekend outage.
Because self-driving cars rely on a complex array of sensors rather than human judgment, unusual or unexpected events can cause them to behave unpredictably or shut down altogether. Even within normal traffic patterns, self-driving cars like those in Waymos fleet sometimes break traffic laws and endanger other drivers and pedestrians.
Earlier this year, the National Highway Traffic Safety Administration opened a probe into Waymo following reports that the companys autonomous vehicles were zooming around stopped school buses, endangering children exiting the bus. An Austin school district reported that the self-driving cars continued to pass its stopped school buses, even after Waymo said it pushed a software fix.
San Franciscos power outage isnt the first time that Waymos fleet has terrorized the city, which regularly serves as a testing ground for new technologies developed nearby whether residents like it or not. In late October, a Waymo self-driving car struck and killed a beloved bodega cat in the Mission, leading to a public outpouring of feline love and anti-AI ire.
San Francisco goes dark
More than 120,000 people in San Francisco lost power in the weekends outage, leading to strange scenes of a mostly dim Bay Area skyline on Saturday night. By Sunday morning, around 24,000 homes were without power as PG&E worked to get the city back online. By Monday morning, a handful of blocks near Golden Gate Park and around the Civic Center remained affected, with PG&E promising to restore power to those areas by 2 p.m. Pacific Time.
According to PG&E, a fire in one of the power companys substations caused significant and extensive damage, plunging parts of the major West Coast city into darkness for multiple days. This is a very complex work plan and will require the highest amount of safety focus to ensure safe work actions, PG&E wrote in an update on its website. The utility company, one of the largest in the U.S., reported no injuries to its workers or city residents related to the outage.
The San Francisco outage is the latest black eye for PG&E, which has faced criticism, bankruptcy and even criminal charges in the course of providing power for major swaths of the West Coast. In 2020, the utility pleaded guilty to over 80 counts of manslaughter for the 2018 Camp fire, which leveled the Northern California town of Paradise, destroying 11,000 homes and most buildings. Our equipment started the fire. Those are the facts, and with this plea agreement we accept responsibility for our role in the fire, then PG&E President Bill Johnson said at the time, acknowledging that the companys badly maintained equipment ignited the deadly blaze and erased a rural California town from the map.
The Trump administration on Monday suspended leases for five large-scale offshore wind projects under construction along the East Coast due to what it said were national security risks identified by the Pentagon.
The suspension, effective immediately, is the latest step the administration has taken to hobble offshore wind in its push against renewable energy sources. It comes two weeks after a federal judge struck down President Donald Trumps executive order blocking wind energy projects, calling it unlawful.
The administration said the pause will give the Interior Department, which oversees offshore wind, time to work with the Defense Department and other agencies to assess the possible ways to mitigate any security risks posed by the projects. The statement did not detail the national security risks. It called the move a pause, but did not specify an end date.
The prime duty of the United States government is to protect the American people, Interior Secretary Doug Burgum said in a statement. Todays action addresses emerging national security risks, including the rapid evolution of the relevant adversary technologies, and the vulnerabilities created by large-scale offshore wind projects with proximity near our east coast population centers.
Wind proponents slammed the move, saying it was another blow in an ongoing attack by the administration against clean energy. The administrations decision to cite potential national security risks could complicate legal challenges to the move, although wind supporters say those arguments are overstated.
Projects paused over national security concerns
The administration said leases are paused for the Vineyard Wind project under construction in Massachusetts, Revolution Wind in Rhode Island and Connecticut, Coastal Virginia Offshore Wind, and two projects in New York: Sunrise Wind and Empire Wind.
The Interior Department said unclassified reports from the U.S. government have long found that the movement of massive turbine blades and the highly reflective towers create radar interference called clutter. The clutter caused by offshore wind projects obscures legitimate moving targets and generates false targets in the vicinity of wind projects, the Interior Department said.
National security expert and former Commander of the USS Cole Kirk Lippold disputed the administrations national security argument. The offshore projects were awarded permits following years of review by state and federal agencies, including the Coast Guard, the Naval Undersea Warfare Center, the Air Force and more, he said.
The record of decisions all show that the Department of Defense was consulted at every stage of the permitting process, Lippold said, arguing that the projects would benefit national security because they would diversify the country’s energy supply.
A judge ruled blocking wind projects was unlawful
The administration’s action comes two weeks after a federal judge struck down Trumps executive order blocking wind energy projects, saying the effort to halt virtually all leasing of wind farms on federal lands and waters was arbitrary and capricious and violates U.S. law.
Judge Patti Saris of the U.S. District Court for the District of Massachusetts vacated Trumps Jan. 20 executive order blocking wind energy projects and declared it unlawful.
Saris ruled in favor of a coalition of state attorneys general from 17 states and Washington, D.C., led by New York Attorney General Letitia James, that challenged Trumps Day One order that paused leasing and permitting for wind energy projects.
Trump has been hostile to renewable energy, particularly offshore wind, and prioritizes fossil fuels to produce electricity.
Wind proponents slam the move
Wind supporters called the administration’s actions illegal and said offshore wind provides some of the most affordable, reliable electric power to the grid.
For nearly a year, the Trump administration has recklessly obstructed the build-out of clean, affordable power for millions of Americans, just as the countrys need for electricity is surging, said Ted Kelly of the Environmental Defense Fund.
Now the administration is again illegally blocking clean, affordable energy,” Kelly said. We should not be kneecapping Americas largest source of renewable power, especially when we need more cheap, homegrown electricity.”
The administration’s actions are especially egregious because, at the same time, it is propping up aging, expensive coal plants “that barely work and pollute our air, Kelly said.
Connecticut Attorney General William Tong called the lease suspension a lawless and erratic stop-work order that revives an earlier failed attempt to halt construction of Revolution Wind.
The wind project has been vetted and approved through every layer of federal and state regulatory process, including a careful review of security issues raised in the latest announcement, he said.
Every day this project is stalled is another day of lost work, another day of unaffordable energy costs, and other day burning fossil fuels when American-made clean energy is within reach,” Tong said. We are evaluating all legal options, and this will be stopped just like last time.
Suspension is praised by anti-wind group
A New Jersey group that opposes offshore wind hailed the administration’s actions.
Today, the president and his administration put America first,” said Robin Shaffer, president of Protect Our Coast New Jersey, a nonprofit advocacy group.
Placing largely foreign-owned wind turbines along our coastlines was never acceptable,” he said, arguing that the projects posed serious national security risks.
But the Conservation Law Foundation, a Boston-based environmental group, called the pause “a desperate rerun of the Trump administrations failed attempt to kill offshore wind,” noting that courts have already rejected the administration’s arguments.
“Trying again to halt these projects tramples on the rule of law, threatens jobs and deliberately sabotages a critical industry that strengthens not weakens Americas energy security, said Kate Sinding Daly, senior vice president for law and policy at the law foundation.
Matthew Daly, Associated Press
Associated Press writer Jennifer McDermott contributed to this report.
Over the weekend, rapper Nicki Minaj made a surprise appearance at Turning Point USAs AmericaFest convention, where she praised President Donald Trump and Vice President J.D. Vance, mocked California Governor Gavin Newsom, and instructed listeners, If you are born a boy, be a boy.
On TikTok, her queer fans appear to be overwhelmingly disappointed.
The event was hosted by Erika Kirk, the widow of slain conservative pundit Charlie Kirk, who now serves as the CEO of the conservative nonprofit Turning Point USA.
Kirk took the stage with Minaj, where the two discussed Minajs recent alignment with the MAGA movement. During the talk, Minaj called Trump and Vance role models for young men.
For Minaj, the appearance was an official confirmation of a political stance that shes been hinting at on social media for several months.
Back in 2020, the rapper said that she was not gonna jump on the Donald Trump bandwagon.
This November, she signaled otherwise by reposting an official White House TikTok celebrating the administrations supposed successes, including the claim Our cities are safer than ever, which appears to be a reference to the administration deploying the National Guard and ICE officers to multiple major cities, as well as the anti-trans sentiment, No men in womens sports.
Now, Minajs queer listernerswho have always represented a large portion of her fanbaseare expressing feelings of betrayal on TikTok.
Nicki Minaj’s queer fans speak out
In past years, Minaj positioned herself as an ally to the LGBTQ+ community, offering words of encouragement to her gay fans and, at one point, describing herself as bisexual.
By aligning with MAGA, repeatedly promoting anti-trans rhetoric, and working with Turning Point USA (which has an extensive track record of anti-LGBTQ+ animus), she appears to be alienating some of her most dedicated supporters.
One of the most-viewed clips from Minajs appearance is a TikTok with nearly 300,000 likes in which the rapper states, If you are born a boy, be a boy, adding, boys will be boys, and theres nothing wrong with thatapparently discouraging trans women from transitioning.
The comments are flooded with negative comments from disappointed fans.
She built her career from the queer community, one user wrote. Literally almost half her fandom is part of the LGBTQ community, another added.
A number of commenters noted Minajs guest appearance on season 12 of RuPauls Drag Race as further evidence of her shifting support.
Others have shared that they plan to revoke support for the rapper after the recent appearance with Kirk.
In one TikTok with nearly 50,000 likes, an old clip of Minaj championing her gay fans is overlaid with the caption, I miss the old Nicki who actually cared about the LGBTQ community. R.I.P. 1982-2019 Nicki, you wouldve hated 2025 MAGA Nicki.
Elusive street artist Banksy appeared to confirm Monday that a new mural in London, depicting two children lying down and pointing up at the sky, is his latest work.
The artist posted two photos of the artwork on his official Instagram account Monday, hours after its appearance on a wall on the side of a building in Bayswater, west London sparked speculation over whether Banksy was behind it.
The black and white mural, painted above a garage, depicts two figures dressed in winter hats and boots lying on the ground, with one of them pointing a finger upwards.
An identical image appeared at the foot of a tower in central London on Monday, but the graffiti artist did not post that version on his account.
Banksy began his career spray-painting buildings in Bristol, England, and has become one of the worlds best-known artists. His paintings and installations sell for millions of dollars at auction and have drawn thieves and vandals.
While his work is often critical of government policy on migration and war, the latest artwork did not seem to carry an overt political message.
In September, he made headlines with a mural showing a judge holding a gavel looming over an unarmed protester holding a blood-splattered placard.
That piece, which appeared on an external wall of a Royal Courts of Justice building, was swiftly covered up and authorities said it had to be removed out of consideration of the building’s historical significance.
Google‘s corporate parent on Monday announced an agreement to buy data center energy specialist Intersect for $4.75 billion as part of its effort to secure the vast amounts of electricity needed to power artificial intelligence technology.
Alphabet, which depends on Google’s search engine and other online services for most of its revenue, is buying out Intersect in its entirety after purchasing a stake in the San Francisco-based startup a year ago. Intersect had previously raised $2.1 billion from Google and other early investors.
After the acquisition is completed during the first half of next year, Alphabet intends to allow Intersect to operate independently while continuing its efforts to secure the energy sources needed for the sprawling data centers being built to power the AI services rolling out from Google and rivals such as OpenAI.
The power-hungry data centers, which are being likened to AI factories, are fueling a backlash in communities where residents have been interpreting their steadily rising electricity bills as evidence that they are helping foot the boom for a technology boom that could still go bust.
Intersect focuses on finding ways to increase and diversify the supply of energy in an effort to keep hold down power costs. It’s already working on a data center for Mountain View, California-based Alphabet in Haskell County, Texas.
Google’s inroads with AI have helped increase Alphabet’s stock price by more than 60% so far this year, generating an additional $1.4 trillion in shareholder wealth.
Barnes & Noble is on a roll, and its not slowing down in 2026.
The bookstore has confirmed plans to open 60 new locations across the country in 2026. For Barnes & Noble, the move is part of a major comeback thats been years in the works.
After the company saw a sales peak in 2008, it spent a decade watching sales dwindle as customers moved to other retailers (especially digital booksellers like Amazon), ultimately leading the retailer to shutter 150 stores.
In 2019, the company was acquired by the UK’s Elliott Advisors and taken private.
But since 2023, Barnes & Noble has annually added dozens of new locations across the U.S. A post-pandemic boom in the bookstore economy and an influx of new readers from online communities like TikToks #BookTok have helped the store crawl its way back to bookselling dominanceand this latest announcement shows that the growth is more than a passing fad.
The retailer’s latest expansion plans were reported earlier by USA Today.
Where will the new Barnes & Noble locations be?
In a statement to Fast Company, a Barnes & Noble spokesperson confirmed that the company is looking to add 60 new stores before June 2026 across 10 locations, though the representative declined to share specific addresses or opening dates.
The locations include bookstores in the following states:
Ohio
Texas
Florida
Illinois
Colorado
Washington state
California
Virgina
Georgia
D.C.
How #BookTok made reading cool
This new expansion plan is on par with Barnes & Nobles annual growth levels over the past few years.
In 2023, it opened around 30 new stores, followed by 61 in 2024. According to the spokesperson, 2025 was the company’s most impressive year yet, notching an additional 67 stores.
Barnes & Nobles newfound success is part of a larger return to the stacksand return to reading as a hobby, more generallypowered, in large part, by readers on TikTok.
As younger communities discover popular reads through their #BookTok recommendations, everyone from retailers to libraries are seeing a rise in readership.
Back in February, a Barnes & Noble spokesperson told Fast Company, Since the rise of BookTok during the pandemic, bookstores have seen a significant surge in popularity, especially among young people. Our stores have become popular social spots, offering an experience that online shopping simply cant match.
BookToks popularity is having ripple effects in other areas, too. Some public institutions, like the Milwaukee Public Library and Columbus Metropolitan Library, are riding this wave by building their own presences directly on TikTok.
And companies like the book tracking app Goodreads and publisher Harlequin have both recently adopted new branding thats designed to appeal to the TikTok crowd.
While BookToks effect on booksellers and libraries mightve initially seemed like a brief phase, Barnes & Noble’s consistent expansion and strong sales appear to signal that reading is officially cooland profitableagain.
