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National Book Tokens names Daydreams Bookshop as newcomer of the year
National Book Tokens has named Daydreams Bookshop – small, independent bookshop in Milngavie, just outside Glasgow – as Newcomer of the Year 2025. The annual award is given to new bookshops based on their first full year of National Book Tokens sales and redemptions, as well as other criteria.
Owner Elaine Sinclair and her team have won a trophy, a luxury champagne, wine and food hamper as well as a promotion to National Book Tokens’ large consumer database and social followers.
Daydreams was one of 45 bookshops which opened in 2024, according to the Booksellers Association, and is located near the start of the famous West Highland Way walking route. It only opened in September last year, but stormed ahead to take the award after only four months of trading. The shop offers a "beautiful" range of books and curated additional items from predominantly local suppliers.
Sinclair, owner of Daydreams Bookshop, said: "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."
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Lisa Bywater, head of marketing at National Book Tokens, said: "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 has hit the ground running with the perfect offering for its 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."
