BookTok Helped Book Sales Soar. How Long Will That Last?

But a new analysis by BookScan shows that BookTok's effect on sales is diminishing. The most notable sign of that softening came in July, when, for the first time, sales from the roughly 180 BookTok authors BookScan follows fell compared to the prior year. The 4.5% July sales dip means that year-to-date sales, which had been up by as much as 38% through May, were up 23% through July. (Total adult fiction unit sales have fallen every week since late June and are now up only 1.4% through August 12.)