The much-anticipated annual BookFest at Waterstones’ flagship Piccadilly store in central London turned into a scene of “utter chaos” on Wednesday, August 6, 2025, as a flood of booklovers overwhelmed the shop, raising serious concerns over crowd safety and event planning. What was meant to be a joyful celebration of literature—complete with author signings, exclusive merchandise, and a chance for readers to mingle with their favorite writers—quickly spiraled into what some attendees described as “hell on earth.”
According to the BBC, the event, which featured appearances from authors like Rosie Hewlett and A.S. Webb, drew hundreds of eager fans. Videos and photos posted on social media showed queues snaking up the store’s grand staircases and spilling out onto the busy London street. One attendee humorously claimed to have “survived” the ordeal, while another did not mince words, calling it “downright dangerous.”
The heart of the problem, as many attendees recounted, was a lack of visible Waterstones staff and clear crowd management. Kellie Greenhalgh, 33, who braved the crowds, told 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.” She reported waiting an hour and a half just to reach a single stall—an experience echoed by others who said the heat and confusion left them feeling unwell.
For some, the situation was more than just uncomfortable; it was physically hazardous. One author reportedly suffered a panic attack and had to leave the event. A visitor using crutches described being “standing shoulder to shoulder with hundreds of other people” while trying to get a book signed, and recounted being knocked over twice by the dense crowd. As Porsche Barrett, 27, put it to the BBC, “Publishers were getting screamed at, people were being shoved, and throughout all of this not one Waterstones employee was there to try and diffuse a horrible situation.” Barrett called the event “pure chaos” and “downright dangerous,” especially when she saw fire exits blocked by the crowd.
The event’s open-door policy compounded issues. While some author talks required tickets, entry to the shop itself was free and unrestricted, meaning regular shoppers—some with children or elderly relatives—were caught up in the throng. Amy White, another attendee, noted to the BBC, “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.” She described it as “impossible to move” through the shop, with the heat becoming “unbearable due to the amount of people.”
Social media quickly filled with frustrated accounts and even a few memes about “surviving” BookFest. One attendee, Chloe from London, criticized the “lazy” planning and absence of crowd control, asking pointedly, “No-one checked the number of people in or out of the building—tell me how they can say that is ‘safe’?” Another visitor, who left after less than an hour, wrote online, “It was awful and I think adrenaline alone got me out of there. I nearly had a panic attack. I’ve never felt so unsafe before, it had to be a fire risk having so many people in one place. Waterstones failed everyone terribly.”
In response to the mounting criticism, Waterstones issued a public apology on X (formerly Twitter) late Thursday, August 7, 2025. The bookseller stated, “We are truly sorry to hear about any negative experiences from BookFest 2025. We want our customers to enjoy fun and exciting events in our bookshops and will make sure to review and learn from this year to deliver much-improved future events.” In a further statement to the BBC, the company explained, “An unexpectedly high turnout led to very long queues and some crowding around publisher tables and author signings. Both the central events team and the shop team were on hand throughout across the floors, and the safety of our customers was our top priority as always. We fully appreciate that this was an unusually busy event, which unfortunately may have caused some of our visitors to feel uncomfortable or distressed.”
Despite these assurances, many attendees remained unconvinced. Some criticized Waterstones’ apology as insufficient, with one person responding online, “This was absolutely awful as an event, you need to be making a better public statement than this.” Another wrote, “It was dangerous, people were getting hurt and instead of helping your staff screamed at people. Over 2,000 people interacted with the BookFest announcement so you should have been prepared for that level of attendees at least. There were no signs, no planning, nothing.”
Yet, not all voices were critical. One attendee shared on TikTok, “Not going to lie I think this was a lot of people’s first experience with the event (mine included) and I think Waterstones just weren’t prepared for the amount of bookish friends in attendance, or their actions when trying to queue. Overall I really did enjoy the day but my legs need a break!!” This perspective, while more forgiving, still acknowledged the overwhelming turnout and the need for better preparation.
BookFest has long been a highlight for the UK’s literary community, offering fans unique opportunities to connect with authors and fellow readers. Waterstones, a fixture on British high streets since the 1980s, has built its reputation on fostering such connections. However, as this year’s event demonstrated, the growing popularity of book culture—fueled in part by social media and viral recommendations—can quickly outpace traditional planning methods.
Industry observers note that book festivals and author events across the UK have seen a surge in attendance in recent years, as readers seek out in-person experiences after pandemic-era isolation. But with that renewed enthusiasm comes a responsibility for organizers to plan for larger, more diverse crowds, including those with accessibility needs. As attendee Hanna, 35, pointed out to the BBC, such events are a “lifeline for connecting with others,” especially for disabled booklovers, and should be managed with their needs in mind.
Waterstones’ promise to “review and learn from this year” will now be closely watched by both fans and critics. Whether future BookFests can recapture the magic of literary celebration—without the chaos—remains to be seen. For now, the 2025 edition will be remembered not for its author line-up or exclusive merch, but for the lessons it offered in crowd management and the enduring passion of the reading public.
