Located in the capital's Xidan area, the Beijing Book Building is enjoying a business boom over the New Year holiday. Opening at nine every morning, the largest bookstore in Beijing is filled to the rafters with shoppers. [file photo: CCTV.COM]

There's no better time than a brisk winter's day, to curl up with a good book. So it comes as no surprise that the New Year's holiday is seeing a craze in book sales. 　

Located in the capital's Xidan area, the Beijing Book Building is enjoying a business boom over the New Year holiday. Opening at nine every morning, the largest bookstore in Beijing is filled to the rafters with shoppers. 　　

Browsing through the sea of printed knowledge and entertainment, some prospective buyers stand on their feet, some lean on the shelves, some even sit on the floor. Among them are silver-haired seniors and curious toddlers. 　　

Fascinated by the volumes in hand, some shoppers even forget what they came out for, and instead spend hours reading. The bookstore has had to provide many seats. 　

A clerk of Beijing Book Building said:"During the holidays, it's quite normal for our sales to double. And there are often long queues at the cashiers' desks. We have to work over time." 　

While some are buying books for their own entertainment and enrichment, many are making gift purchases for children. 　

Over the past decade, reading has gained much interest among Chinese residents, who are increasingly turning the pages instead of watching television.