National Book Tokens Newcomer of the Year
This award is given to new bookshops based on their first full year of National Book Tokens sales and redemptions, both of which are a measure of how well they are engaging with local booklovers.
Congratulations to Daydreams Bookshop in Milngavie!
Daydreams Bookshop, a small, independent bookshop based in Milngavie town centre, just outside Glasgow, has been announced as the National Book Tokens Newcomer of the Year 2025. The award is given to new bookshops based, among other things, on their first full year of National Book Tokens sales and redemptions, both of which are a measure of how well they are engaging with local booklovers.
Located near start of the famous West Highland Way walking route, this small but perfectly formed bookshop, which only opened its doors in September 2024, aims to delight adults and children alike with their beautiful range of books for the whole family and book related items from predominantly local suppliers.
There’s nothing Daydreams staff love more than helping customers find the perfect book, so pop in for a browse, an author event, a book club meeting or even just a wee chat!
With the Booksellers Association (BA) reporting 45 independent bookshop openings in 2024, competition for the award is strong, and a reminder of the continued resilience and innovation of independent booksellers in the face of ongoing economic challenges.
Owner Elaine and her team have won a trophy as well as a luxury champagne, wine and food hamper to share – congratulations!
Previous winners of the award include Suddenly on Sheaf Street in Daventry; The Book Stop in St Helen's, Merseyside; The Ivybridge Bookshop in Devon; The Portobello Bookshop in Edinburgh; Darling Reads in West Yorkshire, and Maldon Books in Essex.
“In our fifth year of this award, which recognises the contributions that bookshops make to their local communities as well as the wider book industry – in this instance, even within just a few months of opening – we’re thrilled to celebrate a local bookshop that demonstrates all the benefits these vital businesses offer to the high street and beyond.
Since they opened, Daydreams Bookshop have hit the ground running with the perfect offering for their community, with not only the friendly, expert book knowledge that booklovers know they can expect from their local booksellers, but also a full complement of services and experiences to delight readers of all ages.
Their strong sales and redemptions of National Book Tokens in such a short space of time show their commitment to helping their customers find the perfect book gifts for every type of reader.”
- Lisa Bywater, Head of Marketing at National Book Tokens
“We are absolutely over the moon that our wee shop has won this national award – what a dream! We only opened our doors in September, so this award is testament to our hard-working team and amazing local community who have been overwhelmingly supportive. Our first Christmas was hectic but joyous in equal measures! We would like to thank our customers for choosing the gift of books and National Book Tokens for Christmas and we look forward to matching them with lots of lovely new books throughout 2025.”
- Elaine Sinclair, owner of Daydreams Bookshop
Previous winners
Newcomer of the Year 2024: Suddenly on Sheaf Street, Daventry
"It’s been a seriously steep learning curve getting to grips with all things bookselling and we couldn’t have done it without the support and guidance from the wider bookselling community. All the hard work getting the shop set up feels like it’s really starting to pay off, and we are truly honoured to receive this recognition from National Book Tokens."
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Newcomer of the Year 2023: The Book Stop's Here, St Helen's
"With the closure of Wardleworths in 2019, we were left in a dire predicament: No bookshop in the town! St Helens has one of the lowest literacy rates in the country and therefore the need to introduce reading for pleasure, especially in children, was great. ‘The Book Stop's Here' is a community benefit society, owned by the community, for the community. We have been commended with social business awards and to receive this from National Book Tokens is simply wonderful recognition, thank you."
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Newcomer of the Year 2023: The Ivybridge Bookshop, Devon
"We have had a fun first year with The Ivybridge Bookshop, becoming part of the local community and high street, and National Book Tokens have been an integral part of the business. From gift purchases to prizes, and a local primary school purchasing a gift card for each of their teachers to encourage exploring new reading, plus promotions during Independent Bookshop Week and beyond, National Book Tokens have really given us a boost."
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Newcomer of the Year 2023: Darling Reads, Wakefield
"We've worked really hard over the past few months to establish ourselves in our local community and, despite everything, continue to supply our wonderful customers with books. This feels like real validation of that and the team at National Book Tokens (and the BA) have been so supportive and helpful while we have been finding our feet in this industry."
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Newcomer of the Year 2021: Maldon Books, Essex
"Opening a bookshop in such a difficult and uncertain year has had its challenges, but our customers and the local community have continually kept us going, and for that we will always be grateful. The support we have received has been phenomenal, and we're so thankful to everyone who has shown us such kindness from the very beginning and throughout the ups and downs of 2020. National Book Tokens are such a wonderful gift for book lovers, and it's been a pleasure to help our customers choose a book to purchase with theirs."
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Newcomer of the Year 2020: Portobello Books, Edinburgh
"As a new bookshop we couldn't be happier with the response we've had from our local community, and from the industry in general, and this award is really encouraging. National Book Tokens are a really valuable scheme and we've been extremely pleased to see so many readers visiting the shop this January to spend ones they received for Christmas."
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