Was that a US thing or more broad?
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Still is a thing. At least twice a year around here.
North American it seems. I'm not entirely sure what it was about.
There used to be these traveling bookstores that came around to schools, set up shop, and we got out of class to go look at their wares. Typical capitalism thing.
Books are nice to have though, for sure. I still have some of the Horrible Histories books that I bought through them that I probably wouldn't be able to get elsewhere (since they were imported from the UK) at the time.
Edit: just remembered I'm a 2000's kid so this meme doesn't really apply to my situation
We had them in Canada too