In August 2016, Colleen Hoover's It Ends with Us was published by Simon & Schuster's Atria Books. By the end of its first month on the market, the novel had sold about 21,000 copies at outlets that report to NPD BookScan. The publicity was good-a nine-stop national book tour, blurbs from bestselling authors-and the book hit bestseller lists in its first week on sale, but sales flatlined after that initial month. For several years, weekly sales rarely broke triple digits. Then something changed.
How TikTok Makes Backlist Books into Bestsellers
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