Asda launches ‘Free The Books’ campaign across NI as millions of books lie gathering dust

Asda is making a fresh plea for book donations at its stores across Northern Ireland after research found a staggering 283 million books are gathering dust on UK shelves.

Launching a nationwide “Free the Books” initiative, a study from the retailer found 98% of adults said it is vital to pass on a love of physical books to the next generation, with 93% saying they would “free” their books at a donation point if they knew it would benefit a child’s development. 

“The Books That Made Us” poll, carried out in partnership with The Children’s Book Project, found a whopping 64% of UK adults believe their childhood reading habits directly shaped who they are today. In fact, a colossal 91% of Brits believe that, growing up, being read to (and reading a book themselves) was “central to their childhood”.

Since 58% of us (roughly 40.5 million people across the UK) are still clutching onto our original childhood copies, Asda is providing donation points to ensure these “life-shaping” stories find a new generation of readers.

An Asda spokesperson said: “Reading isn’t just a hobby; it’s a life-shaper. The ‘Books That Made Us’ poll shows that we value these stories, but they do no good sitting on a shelf. We are calling on the nation to visit their local Asda and donate those idle stories to the children who need them most.”

When it comes to the tales that hold the nation’s hearts, the study found it’s not the Boy Who Lived who takes the top spot. While Hogwarts remains a powerhouse, the survey of 2,000 adults found that Enid Blyton’s The Famous Five is the UK’s ultimate nostalgia trip at 34%, comfortably trumping both Harry Potter (25%) and Alice in Wonderland (25%).

Crucially, the research suggests that reading isn’t just a hobby – it’s a developmental engine. Respondents credited their early library with fostering:

• Mental Well-being: 35%
• Empathy: 24%
• Professional Success: 18%

In fact, 61% of adults admit they’d be less successful or happy today if they hadn’t been bookworms. This deep-seated value has led 80% of the public to call for “reading for pleasure” to be treated with the same academic weight as Maths or Science.

Despite the high value placed on books, 88% of adults worry that children today are missing out on the “magic” of reading.  The study identified social media (57%) – specifically platforms like TikTok and YouTube – as the primary “thief of time” for the younger generation, with video games (30%) in second place.

Furthermore, 69% of respondents cited a lack of local library access as a significant driver of declining literacy levels.

Looking forward, 86% of parents believe it is “very important” that children’s literature reflects the diversity of the modern world. As the digital age progresses, 77% of respondents agree that encouraging reading is more important now than it was a decade ago.

Asda has now established book collection points stores across Northern Ireland to bring these must-loved stories away from sleepy bookshelves and into the hands of a new generation.

Asda’s book donation points are now open in stores across Northern Ireland.

#FreeTheBooks #BooksThatMadeUs #AsdaReadingInitiative

Nostalgic Favourites: Top Childhood Books by Popularity

Based on the study data, here is the breakdown of the most cherished books that Brits still hold onto from their childhood: