Books on BookTok: tote bags as status symbols
“Tote bag culture is huge on BookTok,” said Nate (@nateblackbooks; 2,800 followers). The large canvas shoulder bags, often referred to simply as ‘totes’, are not only a staple of the publishing and book world, but ubiquitous in TikTok’s book community. A “bookish tote bag can help you symbolise your reader status”, added Berta (@bertaonbooks; 2,434 followers). At the time of writing, #totebags has been used in more than 578,300 posts.
Tote bags “are both a really fun and practical way to accessorise a book-buying obsession and are pretty common on BookTok,” said Hannah (@hannah.s.books; 12,200 followers). Berta added: “People will jokingly associate certain items with readers, labelling them as a ‘starter pack’. This includes things like matcha, fairy lights and crafts. But the star of the show has always been the tote bag.” Evie (@evieschapters; 5,848 followers) also characterised them as a “staple in the reader uniform… Readers will go feral for a tote bag – especially ones featuring the work of independent artists.”
“Totes branded to specific novels and series also hold a lot of status,” continued Nate. “I must admit, when I see someone carrying a super rare tote, I do immediately assume that they’re really cool.”
For Berta, even though some tote bags denote social status, it is not “elitist”. She explained: “Publishers’ tote bags, especially those given out during invite-only events, can be seen as a status symbol because they group the people who own them into the same circle.” The demand for the tote given out at an event or as part of PR package is “high”, noted Heather.
Publisher branded tote bags also occupy their own niche. “They are a status symbol because they put you in a specific category within the reader and BookTok community and it is very unlikely that the average person will [know] what the tote bag symbolises,” said Berta. For Nate, the publisher tote bags “come across as intellectual and academic, and I find myself using them for that very reason. I want to give off an intellectual vibe, even though I’m not the most intellectual person”.
The “iconic” Penguin tote bags “are seen as a status symbol because they identify the person as a reader”, continued Berta. Both Hannah and Nate cited their Faber tote bags as among their favourites. “I have a soft spot for my Faber bag,” said Hannah. “A couple I would love to own are a Shakespeare & Company [bag] from Paris and [one from] The Notting Hill Bookshop.” Some bookshop tote bags “are highly sought after”, added Megan (@megschapters; 2,270 followers), citing Daunt Books and The Notting Hill Bookshop.
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For Megan, the bags do not denote any sort of status. “If tote bags are considered status symbols, then I must be one of society’s elite. I have tote bags coming out of my ears! Jokes aside, I’ve never viewed them as anything more than a fun and practical bookish accessory. For me, they’re useful, reusable and often a nice reminder of a bookshop or literary event I’ve visited, rather than a marker of status or exclusivity.”
Nate has found that the bags have prompted unlikely chats: “Using [tote bags] has led to bookish people striking up conversations with me. Totes are a simple way for bookish people to connect.” Evie also cited the conversation-starting power of a good tote bag. “I love spotting exclusive tote bags in the wild, for example a tote bag from a specific event or maybe a design to celebrate a book launch. Tote bags can be such great conversation starters, especially if someone is wearing a bag showcasing one of your favourite reads, shops or publishers.”
However, the event-exclusive tote bags are, Heather wrote, essentially “marketing”. Like all things in a trend-led social media universe, people tire quickly. “People [do not] grow to dislike the tote, they will always be cute to use and admire, but the desire to own it wanes as the next tote hits content and videos.” Hannah also acknowledged that the bags are “a clever way for bookshop and publishers to create a bit of extra desirability around their brand. BookTokers love to win a tote bag in a competition or receive one as a gift. I guess this can create a sense of exclusivity, but I think that’s something you have to accept as being part of social media and content creation generally.” Some “larger businesses and mainstream bookshops [are] capitalising on the trend by selling branded tote bags at surprisingly high prices”, added Megan.
Ultimately, a bookish tote bag affirms the user’s identity as a reader. “Not so long ago, being a reader was considered nerdy and uncool, so it is really cool to see more and more readers feel more comfortable supporting their hobby in public,” concluded Berta.
