Earlier this year, Simon Key rummaged around the tills at his bookshop in North London and came up worryingly short. “Basically, we had six days to raise £10,000,” he says. “That is quite a lot when you are taking about £300 a day through the till.”
Instead of panicking, he sent a tweet. “I’m off to bed,” it read. “From 9am tomorrow you really need to start buying some books off us. We’re seriously skint. Six days to pay bills.
”When he woke the next morning, Key had hundreds of emails from people looking to buy his books, and the Big Green Bookshop was trending in London. “It was phenomenal,” he says. “It felt like everywhere in the world was buying books from us.”