BookFest 2025 at Waterstones’ flagship Piccadilly store was supposed to be a celebration—a day for book lovers to mingle with acclaimed authors, collect exclusive merchandise, and revel in the literary atmosphere. Instead, the event on August 7, 2025, quickly spiraled into what many attendees described as “hell on earth,” marked by severe overcrowding, confusion, and mounting safety concerns. The aftermath has left the iconic London bookstore facing a wave of criticism, apologies, and promises to do better in the future.
According to The Mirror, the chaos began even before the doors officially opened, with eager fans lining up outside the massive central London branch. Once inside, attendees found themselves squeezed into narrow aisles and stairwells, with queues stretching up the stairs and spilling onto the pavement. Social media soon filled with photos and videos capturing the pandemonium: endless lines, frustrated faces, and scenes of people packed shoulder to shoulder, all in pursuit of signed books and literary keepsakes.
Kellie Greenhalgh, 33, was among those caught in the crush. She recounted to the BBC, “I did not see a single member of Waterstones or event staff the whole time. The queues were all on the stairs, all in front of the lifts... I was shaking and did not feel well from the heat and stress.” Her experience was far from unique. Another visitor, who relies on crutches, described being knocked down twice in the dense crowd while attempting to get a book signed. The lack of crowd control, clear signage, or staff guidance left many feeling abandoned and unsafe.
The event, promoted as a golden opportunity to meet authors like Rosie Hewlett and A S Webb, also attracted regular shoppers—many of whom had no idea BookFest was taking place. Amy White, another attendee, told the BBC that “there was still shoppers trying to browse the shelves pushing through the queues, some with children or more elderly people who had no idea about the event.” The mix of ticketed sessions and general store access only added to the confusion, as families with children and elderly visitors found themselves swept up in the chaos.
For some, the situation became overwhelming. As reported by The Standard, one author suffered a panic attack and had to leave the venue. Others described the atmosphere as “dangerous,” with one attendee stating, “Bookfest was so... SO badly organised... there were no clear lines, there was barging and arguments, none of the staff knew anything so we had to find things out from people scouting ahead who also had no idea what was going on, it was horrific!!!!!” Another voice echoed the sentiment, saying, “It was absolutely hell on earth. An author had a panic attack and left. The accessibility and health and safety were non existent and people left in tears.”
Amid mounting complaints, Waterstones moved quickly to address the backlash. In a statement released on X (formerly Twitter) late Thursday, the retailer offered an unreserved apology for the ordeal, acknowledging “negative experiences” and vowing to “review and learn from this year to deliver much-improved future events.” The company emphasized that while BookFest has always been a popular and busy gathering, “this year an unexpectedly high turnout led to very long queues and some crowding around publisher tables and author signings.”
Waterstones further explained to the BBC and The Standard that both the central events team and the shop team were present throughout the day, reiterating that “the safety of our customers was our top priority as always.” The retailer insisted that staff were available on every floor and that, had a true emergency arisen, “we would have been able to swiftly evacuate the shop using our fully rehearsed emergency procedures.”
Despite these assurances, many attendees felt that the company was caught off guard by the sheer scale of the turnout. The event’s open-door policy—allowing both ticketed and non-ticketed visitors—meant that the store was flooded with far more people than anticipated. One attendee summed up the mood on social media, humorously claiming to have “survived” BookFest, while others were less amused, calling the event “an ABSOLUTE joke” and “dangerous.”
Waterstones’ apology did little to quell the frustration for some. Several customers took to social media to share their stories, with one writing, “Bookfest 2025 was an ABSOLUTE joke yesterday. The chaos was next level, it was so disorganised, crowded, it was dangerous. I feel bad for all the authors and publishers that were there. There’s no way that was safe.” Another noted, “The accessibility and health and safety were non existent and people left in tears.”
In their official response, Waterstones acknowledged the shortcomings, stating, “We fully appreciate that this was an unusually busy event, which unfortunately may have caused some of our visitors to feel uncomfortable or distressed.” The company promised to take all feedback into account, launching a full review of BookFest 2025 with the goal of “implementing the kind of joyful and fun event that our customers expect.”
The incident has sparked broader conversations about accessibility and crowd management at large-scale public events, especially those held in venues not designed for massive gatherings. While Waterstones is no stranger to hosting popular book launches and signings, the scale of BookFest 2025 seems to have caught even seasoned staff by surprise. The event’s blend of ticketed sessions and general admission, combined with the lure of exclusive merchandise and author appearances, created a perfect storm of demand that overwhelmed existing protocols.
As the dust settles, the retailer faces the challenge of rebuilding trust with its loyal customer base. BookFest, after all, is meant to be a highlight of the literary calendar—a place where readers, writers, and publishers come together to celebrate their shared passion. For many, the events of August 7 were a stark reminder that even beloved institutions can stumble when faced with the unexpected.
Waterstones has pledged to learn from the experience, promising more robust planning and greater attention to accessibility and safety in future events. For attendees still shaken by the chaos, the hope is that next year’s BookFest will be remembered not for its crowds or confusion, but for the joy of discovering new stories and connecting with the authors who bring them to life.
