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The Conversation

Katelyn Frey, Assistant Professor of Psychology, Kent State University

Pittsburgh’s new romance bookstores sell more than happily-ever-afters

Pittsburgh BookTok TikTok

In early 2026, two romance-themed bookstores opened in Lawrenceville, a trendy Pittsburgh neighborhood. Picture Alliance/Picture Alliance Collection via Getty Images

“I’m looking for a book where …” has become a defining phrase of BookTok, TikTok’s massive community of readers and book influencers.

The request is rarely for an author or even a title. Instead, romance readers describe spicy details of a favorite trope: enemies to lovers, only one bed, fake dating and forbidden love, to name just a few.

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