What Books Tell Us About the New Normal

Kristen McClean, executive director, industry analyst, Circana Books & Entertainment, describes books as “ideas wrapped up for sale.” When we study the books people buy, we learn about their thoughts and their shifting attitudes over time. This understanding helps us better meet changing consumer preferences. Highlights: Books reveal the radical changes that are taking place as we find our post-pandemic normal, including a return to work, experiential travel, and increasing interest in physical well-being. These interests, in turn, will affect product innovation, marketing strategies, and the influencers and social platforms consumers engage with. Sales of fiction books are up for three consecutive years, including romance, fantasy, and escapism, which are causing a ripple effect across the CPG, toys, and entertainment industries. “Kidults” might be driving more toy sales, but marketers of all products should take note of their child-like preferences.