On the Post-War Rise of 20th-Century British Bookselling
Unlike some of its continental neighbors, Britain emerged from First World War austerity with its overseas book market largely intact, and a steady stream of distinguished private libraries coming onto the market gave the antiquarian trade a considerable boost. London.
After World War I, Britain’s book market remained strong, unlike some European countries. The war had not disrupted Britain’s overseas book trade, and many private libraries were sold, boosting the antiquarian (rare and old book) trade. London’s booksellers worked closely with American dealers, who visited annually to buy stock. German and Dutch booksellers also played a key role in Europe’s rare book market. Germany had the world’s oldest booksellers’ association, founded in 1825, while Britain established its own in 1906 with the Antiquarian Booksellers’ Association. This period laid the foundation for Britain’s dominance in rare book trading throughout the 20th century.
In 1900, Britain introduced the Net Book Agreement (NBA), a rule preventing booksellers from discounting new books. Similar rules existed in France and spread across Europe. The NBA allowed discounts only for schoolbooks and public libraries (5%). This policy kept hardback prices high, benefiting middle-class circulating libraries—subscription-based services where members borrowed books. Major libraries like Mudie’s closed in 1937, but others thrived, such as W.H. Smith and the Boots Booklovers’ Library, which used book sales to attract customers to pharmacies. Surplus books from these libraries were often sold cheaply to two-penny libraries, creating a secondary market for used books.
Victor Gollancz, a socialist publisher, launched the Left Book Club in 1936 to promote left-wing ideas. Members received monthly book deliveries to local bookshops, which earned a fee without needing to stock the club’s radical texts. The club’s first year attracted 20,000 members, growing to 39,000 by 1937 and peaking at 57,000 in 1939. Books included works by Arthur Koestler, George Orwell, and Edgar Snow. Unlike typical book clubs, Gollancz emphasized activism, organizing study groups, rallies, and lectures. The club issued 15 books on the Soviet Union, though the Labour Party opposed communist alliances. Membership declined during World War II, dropping to 17,000 in 1942 and ending at 7,000 by 1948.
Allen Lane founded Penguin Books in 1935, introducing affordable paperbacks to compete with expensive hardcovers. Lane aimed to sell contemporary fiction for 7 shillings and 6 pence (7s 6d), far cheaper than hardbacks. Initially, publishers refused to cooperate, fearing lost sales, but Jonathan Cape broke ranks, allowing Lane to publish 10 titles. Booksellers resisted stocking paperbacks, fearing damage and lost revenue, but Woolworths’ buyer ordered 60,000 copies, saving the venture. Penguins expanded into non-fiction (Pelicans) and original titles. Penguin Specials documented pre-war tensions, selling millions. During World War II, Penguins received generous paper rations and became widely available, even on the front lines.
William and Gilbert Foyle started Foyles in 1903 after failing civil service exams. By 1912, their shop at 121 Charing Cross Road sold new, second-hand, and antiquarian books, along with gramophone records. Foyles grew into a massive enterprise with five million books on 30 miles of shelves. They supplied textbooks to schools, ran a library department, and founded a chain of 3,000 two-penny libraries worldwide. In 1937, Foyles launched the Right Book Club as a conservative alternative to Gollancz’s Left Book Club. The shop also hosted literary lunches, attracting royalty and celebrities, and had a large mail-order business across the British Empire.
Britain’s major booksellers included Hatchards (1797), Blackwell’s (1879), and Heffers (1876). While Foyles stood out for its variety, others like Blackwell’s and Heffers had strong antiquarian and publishing arms. They expanded with branch shops, supplied libraries, and adapted to wartime needs, such as sending books to prisoners of war. Provincial booksellers like George’s of Bristol and James Thin of Edinburgh followed a similar model, with large retail shops, second-hand sections, and branches near colleges. A gentleman’s agreement prevented major sellers from competing in the same geographic areas, unlike modern chain stores.
The *dust jacket* evolved in the 1920s from simple protective wrappers to an art form. Early wrappers, used since the 1830s, were discarded after purchase, but publishers began investing in striking designs to promote books. This created a new role for *book jacket artists*, including Edward Ardizzone and Graham Sutherland. Virginia Woolf used her sister Vanessa Bell to design her jackets, despite bookseller complaints about their lack of appeal. By the inter-war years, dust jackets became a key marketing tool, with styles unique to publishers and artists, helping readers identify genres like travel narratives or murder mysteries.
