About the campaign

BOOKS ARE MY BAG is a nationwide campaign run by the Booksellers Association to celebrate bookshops. It comprises Bookshop Day and the Books Are My Bag Readers Awards. At the centre of the campaign is the iconic BOOKS ARE MY BAG tote bag. Since the campaign launched, over a million people have worn a Books Are My Bag to show their love for their local bookshop.

The Campaign
Booksellers, publishers and authors work collaboratively on the campaign to encourage consumers to shop in their local bookshop and ensure their high street is thriving. BOOKS ARE MY BAG launched in 2013 and created pro bono by the advertising agency, M & C Saatchi.

BOOKS ARE MY BAG has the support of all of the country’s major trade publishers. Many publishers contribute to the campaign by helping to organising events, creating social media content, encouraging their authors to engage with their local bookshop and by supporting financially. To find out how you can be part of BOOKS ARE MY BAG contact: 

Bookshops are at the very core of BOOKS ARE MY BAG. Every year over a thousand bookshops around the country take part in Bookshop Day by holding special events, creating bespoke window displays and more. The campaign celebrates the hard work, knowledge and passion that goes into being a bookseller on Bookshop Day and EVERY day of the year.  

BOOKS ARE MY BAG celebrates the vital role that authors play in supporting bookshops. If you are an author and you’d like to be involved in the campaign, please contact:

Books Are My Bag limited-edition tote bag designers:
- 2021: Dapo Adeola
- 2020: Charlie Mackesy
- 2019: Yehrin Tong 
- 2018: Sir Peter Blake
- 2017: Orla Kiely
- 2016:Coralie Bickford-Smith; Fatti Burke (designed for Irish bookshops)  
- 2015: Grayson Perry
- 2014: Tracy Emin

Books Are My Bag children's tote bag designers:
- 2019: David McKee 
- 2018: Philip Pullman 
- 2017: Axel Scheffler
- 2016: Egmont Publishing - Winnie-the-Pooh
- 2015: Lauren Child 

Books Are My Bag anniversary tote bag designs:
- April 2016:A "The Bard is my Bag" tote bag was designed to celebrate the 400th anniversary of Shakespeare's death
- July 2016: To coincide with the BFG movie, we worked with Quentin Blake, Penguin Random House and the Roald Dahl Literary Estate to create a "The BFG is my Bag" tote bag

Books Are My Bag Readers Awards winners


The Devil and the Dark Water by Stuart Turton 

Diary of a Young Naturalist by Dara McAnulty 

Tiger, Tiger Burning Bright: An Animal Poem for Every Day of the Year by Britta Teckentrup and Fiona Waters

Young Adult Fiction
Cinderella is Dead by Kalynn Bayron 

Children's Fiction
The Highland Falcon Thief by M.G. Leonard & Sam Sedgman, illustrated by Elisa Paganelli 

Breakthrough Author
Jean Menzies author of Greek Myths 

Readers' Choice
Hamnet by Maggie O'Farrell

Readers' Choice

Invisible Women: Data Bias in a World Designed for Men by Caroline Criado Pérez

Circe by Madeline Miller

Becoming by Michelle Obama

The Flame by Leonard Cohen

Young Adult
Toffee by Sarah Crossan

Children's Fictiom
No Ballet Shoes In Syria by Catherine Bruton

Breakthrough Author
Greta Thunberg for No One Is Too Small to Make a Difference

Beautiful Book
The Binding by Bridget Collins, designed by Micaela Alcaino 

Outstanding Contribution to Bookselling
Trevor Goul-Wheeker, former Chairman at Blackwell’s

The Seven Deaths of Evelyn Hardcastle by Stuart Turton

The Secret Barrister: Stories of the Law and How It’s Broken by The Secret Barrister

The Last Hedgehog by Pam Ayres, illustrated by Alice Tait

Breakthrough Author
Sarah J. Harris for The Colour of Bee Larkham’s Murder

Young Readers - Middle Grade
The Storm Keeper's Island by Catherine Doyle

Young Readers - Young Adult
La Belle Sauvage: The Book of Dust Volume One by Philip Pullman

Beautiful Book
Virago Modern Classics 40th anniversary series designed by Hannah Wood, illustrated by Yehrin Tong 

Readers' Choice
Eleanor Oliphant is Completely Fine by Gail Honeyman

Outstanding Contribution to Bookselling
Vivian Archer, Newham Bookshop

Popular Fiction
How to Stop Time 
by Matt Haig 

This is Going to Hurt: Secret Diaries of a Junior Doctor
 by Adam Kay

The Underground Railroad by Colson Whitehead

Middle Grade
Letters from the Lighthouse by Emma Carroll

Young Adult
The Hate U Give by Angie Thomas

Breakthrough Author
Kate Tempest for The Bricks that Built the Houses

Beautiful Books
The Lost Words by Robert Macfarlane and Jackie Morris

Readers' Choice
This is Going to Hurt: Secret Diaries of a Junior Doctor by Adam Kay

Grief is the Thing with Feathers by Max Porter  

Reasons to Stay Alive by Matt Haig

Biography & Autobiography
The Road to Little Dribbling by Bill Bryson

The Detective Dog by Julia Donaldson and Sara Ogilvie

Breakthrough Author
Joanna Cannon for The Trouble with Goats and Sheep

Beautiful Book
The Essex Serpent by Sarah Perry and designed by Pete Dyer

Readers' Choice
The Good Immigrant edited by Nikesh Shukla