The Booksellers Association of the United Kingdom & Ireland Limited

National Book Tokens

National Book Tokens is the oldest multi-retailer gift card scheme in the UK and Ireland and have been inspiring booklovers since 1932. National Book Tokens are an essential part of any bookseller’s product mix, delivering on average around 2% of revenue. We constantly refresh our range of eye-catching designs, so there truly is a gift for every reader. Our gift cards are printed on FSC-certified board, have an 8-year expiry from last use (not to mention we replace all expired cards) and can be loaded with any value from £1 to £250.
National Book Tokens support several charities and initiatives to help encourage reading and literacy for all. They are the proud sponsor of World Book Day, the biggest annual event supporting books and reading; Read for Good, the charity that improves lives through reading with its brilliant sponsored read and hospital programme; Book Aid International, a charity that sends books around the world to communities where people do not have access to the books they need and the Jhalak Prize, an award which celebrates books written by British/British resident writers of colour. National Book Tokens also sponsor the Books Are My Bag Readers Awards, the Irish Book Awards, and the Edinburgh International Book Festival.
Image of book token gift card in a bookshop
What are the benefits for bookshops?
  • - Over £17m worth of National Book Tokens gift cards are sold through member bookshops across the UK and Ireland each year, with every National Book Tokens gift card creating two store visits (one to buy, one to redeem)
  • - National Book Tokens encourages new customers into your shop throughout the year
  • - National Book Tokens deliver incremental sales, with on average 50% of customers adding cash to the National Book Tokens gift card value for a purchase
  • - National Book Tokens is managed for booksellers, so the business is structured to ensure that it delivers maximum profit, whilst minimising management time
  • - National Book Tokens are supported by national marketing campaigns throughout the year and bookshops are supplied with free point of sale and display material specially designed to showcase gift cards in shops to maximise customer awareness and impulse purchases.
  • - Every year National Book Tokens financially support the wide range of Booksellers Association activities – all designed to keep bookselling on the high street
  • Visit for more information

Image of logo next to woman stood in doorway of bookshop

Connecting your bookshop with booklovers – for free!

Caboodle, the rewards programme from National Book Tokens, is a free local marketing tool, enabling you to communicate your bookshop’s offers and events to thousands of booklovers, and gift card givers and recipients, near to your shop. Easily and quickly upload offers and events, such as updates about your bookshop, online events, author signings, book clubs, free coffee, children's events, local festivals, or signed editions.

  • on the National Book Tokens and Caboodle websites

  • on the Independent Bookshop Week or Books Are My Bag websites

  • in our local offer emails which are automatically sent to Caboodle members near your bookshop

As if that wasn’t enough, all bookshops with offers on Caboodle are in with a chance of winning the Bookshop of the Month hamper prize!

Do you have any questions, or want to know more about how to make the most of the programme? Get in touch with Tara and Stacey at National Book Tokens.

“Caboodle is an amazing, easy to use tool. The fact that it sends out 1000’s of automatic emails every month has been amazing during the last 12 months – a real asset for a small business during such a tough year.”
Sam from The Snug Bookshop

“We’ve had customers from further afield pop in when visiting the area because they’ve found us on Caboodle, and local customers hear about new offers and events thanks to their Caboodle updates. It also makes us feel like we are giants!”
Jacqueline from Jacqson Diego Story Emporium

“We’ve found it’s a great way to connect with potential customers in our local area. It’s also a very easy platform to use – even I can do it! It’s a brilliant tool which adds another layer of marketing and direct communication to customers, and it’s completely free.” 
Sally from Far From the Madding Crowd