Join Caboodle, the rewards programme from National Book Tokens

Sign up to receive emails packed with exclusive competitions, book recommendations, offers from your local bookshop, and more – plus you can win a £100/€120 National Book Token every month!

Encourage gift card redemptions in your shop with our prize draw

Tell your customers they can spend their National Book Tokens with you for a chance to win £500/€500. The campaign will be running until the end of February, encouraging bookshop visits during these quieter months.
To help you promote the competition, point of sale kits (including posters, bookmarks and window stickers) have been posted to many of you. But if you don’t receive one and would like one please email Lisa at

Share the news on your social channels too, using our social media banners, and tag us @book_tokens (Twitter, Instagram) or @nationalbooktokens (Facebook)

And don’t forget: customers need the last four digits of their gift card number to enter the draw, so please make sure they retain any gift cards they spend with you!

Download banners to share


Customer service and support over Christmas and New Year

Please note the following opening hours for National Book Tokens customer service:

26th & 27th December (bank holidays) – closed

28th, 29th & 30th December – please email or call 020 7421 4653 between 9am and 5.30pm

2nd January (bank holiday) – closed

3rd January – normal opening hours resume


Retailer helpline numbers (urgent bookseller queries)

Calling from the UK: 03303 310345

Calling from the Republic of Ireland: 18909 301 37


Look out for our new Editions gift card, plus other National Book Tokens products

This November, we launched a ‘premium’ National Book Token online (UK only), which is presented in a luxury magnetic gift box and has a minimum load value of £50. The gift card itself comes in a sleek and stylish black design, but it’s redeemed in exactly the same way as all our other gift cards. If you have new staff, don’t forget to let them know about the range of designs they might accept from customers, including our personalised gift cards (UK only), e-Gift cards and Bookily cards (UK only).

As always, if you have any questions about redeeming National Book Tokens in your shop, get in touch with Customer Services at



We're celebrating 90 years of investment in high street bookselling

90 years of National Book TokensThe single biggest investor in high street bookshops sector marketing in the UK, National Book Tokens have generated, over the past 90 years, more than £1bn in sales, helping drive over 150 million bookshop visits across the UK and Ireland.

Our gift cards are available to purchase in thousands of locations, including in over 1,600 bookshops, in supermarkets, gift shops and online, but can still only be spent in the shops of Booksellers Association members. 

Having evolved through various formats, including currency-style vouchers and stamps, since the current gift cards launched in 2010, nearly 12 million have been sold in the UK, with a total value of almost £200m, generating 25 million bookshop visits. We engage an online community of booklovers through our rewards programme, Caboodle, which offers competitions, content, benefits and rewards for its 400,000 members; including, of course, local offers and events from their local bookshops.

Beyond our work to provide an additional revenue stream for bookshops and drive footfall instore, we support numerous initiatives across the book world, including investing over £2.7m in World Book Day over the past 25 years, supporting Book Aid International, Read for Good, The Jhalak Prize, Irish Book Week, the Books Are My Bag Readers Awards and Edinburgh International Book Festival.

A lot has changed since Harold Raymond created the humble book token in 1932, but booklovers will always love choosing books, and high street bookshops will always be the absolute best places for them to do that. So thank you for supporting us, so that we can continue to support you.

High Five - here's all you need to know for our 2022 giveaway

Our big giveaway for indie booksellers and your customers returns during Independent Bookshop Week! If you’re participating in IBW, you’ll receive a book of 100 vouchers to give to your customers, enabling them to claim a free £5/€5 National Book Tokens e-Gift card to spend back instore.


How should I give away my High Five vouchers?

The £5/€5 e-Gift card is intended as a free gift for your customers. Children under the age of 16 won’t be able to claim, and only one £5/€5 e-Gift card will be available to claim per person. Other than that, it’s entirely up to you how you decide to reward your local customers.

Here are a few ideas to get you started. You could give flyers to…

… the first 100 people in your shop during Independent Bookshop Week

… your most loyal customers

… attendees of your events

… members of your book group

… customers signed up to your loyalty scheme

… a hand-selected group of your favourite customers as and when you see them

… customers at random by hiding vouchers inside books

… winners of prizes throughout Independent Bookshop Week

… anyone who has supported you in the last year


More information and resources

Frequently Asked Questions

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Terms and conditions



The Jhalak Prize Winners 2022!

We’ve been thrilled to support the Jhalak Prize and the Jhalak Children’s & Young Adult Prize for a second year running, providing printed and digital POS for bookshops to help you celebrate and promote this year’s long- and shortlisted titles, as well as the winners, instore.

The winners of the Jhalak Prize and Jhalak Children's & YA Prize have been announced! Described as "two pioneering books that are courageous, full of heart and which open pathways to writers and creatives of colour."

Winner for the Jhalak Prize 2022: The Roles We Play by Sabba Khan

Winner for the Jhalak Children's and YA Prize 2022: Danny Chung Does Not Do Maths by Maisie Chan

Spread the good news with these shareable assets

Don't forget to tag @jhalakprize and @book_tokens so we can share your social activity too!

Encourage National Book Tokens in January and February with our prize draw

We're driving footfall to high street bookshops this winter by giving anyone who spends their National Book Token by the end of February the chance to win £500/€500 in cash! The campaign is supported by ECRM and social messaging, and runs in conjunction with Books Are My Bag's social campaign to encourage bookshop visitors during the quieter months of the year.

Customers can enter at between now and 28th February. 

Get involved:

  • request instore POS if you haven't already received it
  • download social banners to share on your channels (don't forget to tag us!)
  • tell any customer spending a National Book Token between now and the end of February, and make sure you give their National Book Tokens gift card back at the end of the transaction so they have all the details they need to enter the draw!

Download social banners



Web Transactions


Web Transactions
Order Cards & POS


gift cards (valid for 8 years) & POS
eBook Services
Caboodle for Bookshops


marketing with Caboodle
Free local marketing with caboodle

Bulk personalisation

We now offer bookshops the option to buy multiple copies of bespoke design National Book Tokens gift cards for onward sale to local schools and businesses.

Find out more

National book token cookie themed gift card

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