Asda launches ‘Free The Books’ campaign across Northern Ireland as 283 million books sit unread

Hundreds of millions of books are lying untouched on UK shelves — and now Asda is asking Northern Ireland shoppers to help change that.

The retailer has launched a nationwide “Free The Books” campaign, introducing book donation points in stores across Northern Ireland after research revealed a staggering 283 million books are currently gathering dust in homes across the UK.

The findings paint a powerful picture of how deeply physical books still matter. A striking 98% of adults said it is vital to pass on a love of printed books to the next generation, while 93% said 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 64% of UK adults believe their childhood reading habits directly shaped who they are today.

An even higher 91% said that being read to — and reading themselves — was “central to their childhood”.

Yet despite this emotional connection, 58% of adults — roughly 40.5 million people — are still holding on to their original childhood copies.

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.”

The stories that shaped a generation

The survey of 2,000 adults also revealed which childhood favourites continue to hold the nation’s heart.

Topping the list is Enid Blyton’s The Famous Five, with 34% of adults naming it among the books they still cherish. That comfortably outpaces both Alice in Wonderland (25%) and Harry Potter (25%).

Above: Breakdown of the most cherished books based on the study data that people in the UK still hold onto from their childhood.

Other nostalgic favourites include Matilda (25%), The Chronicles of Narnia (24%), Winnie-the-Pooh (22%), The Very Hungry Caterpillar (16%) and The Gruffalo (11%). A further 13% cited other beloved childhood titles.

The findings underline just how formative early reading can be. Respondents credited childhood books with fostering:

• Mental well-being – 35%

• Empathy – 24%

• Professional success – 18%

In fact, 61% of adults admitted they would be less successful or happy today if they had not been bookworms growing up. So strong is the public’s belief in reading for pleasure that 80% said it should be treated with the same academic weight as Maths or Science.

Concerns for the next generation

Despite this overwhelming affection for books, many fear today’s children are drifting away from reading.

The study found 88% of adults worry children are missing out on the “magic” of books. Social media platforms such as TikTok and YouTube were identified by 57% as the primary “thief of time”, with video games cited by 30%.

Access also remains a concern, with 69% pointing to a lack of local library provision as a significant driver of declining literacy levels.

Looking ahead, 86% of parents said it is “very important” that children’s literature reflects the diversity of the modern world. Meanwhile, 77% believe encouraging reading is even more important now than it was a decade ago.

Donation points now open across Northern Ireland

Asda has now established book collection points in its stores across Northern Ireland, inviting customers to donate pre-loved children’s books and help place them into the hands of a new generation of readers.

With millions of stories sitting idle in homes — and overwhelming public belief in the lifelong impact of reading — the retailer is hoping Northern Ireland shoppers will quite literally help to “free the books”.

Book donation points are now open in Asda stores across Northern Ireland.