NPD Group/BookScan Reports Home Life and Educational Books on the Rise as Americans Shelter at Home
From NPD Group:
Book sales in the United States increased 0.7 percent for the year-to-date, through the week ending March 14, 2020, reaching 123 million units. However, weekly book sales declined 10 percent, over the previous week, as consumers adjusted their shopping behavior in the face of widespread social distancing directives. While the ongoing threat from the global coronavirus pandemic is keeping more families at home these days, book sales in several publishing categories appear to be benefitting from more people staying home, according to The NPD Group
Based on the latest information from NPD BookScan, sales of juvenile non-fiction education, reference, and language books in the U.S. have risen 12 percent for the year to date, over last year—and 38 percent, during the week ending March 14, 2020. Top-selling titles include “Big Kindergarten” and “Big Preschool,” from School Zone Publishing.
“With more schools closing temporarily due to COVID-19, and with many parents now working from home, we are definitely seeing an uptick in kids’ educational and activity book sales this week,” said Kristen McLean, books industry analyst for NPD. “Leading topics include math, language arts, puzzles, sticker books, word games, geometry, study aids, and coloring books.”
Books focused on home-life subjects are also rising, as more Americans stay indoors to protect themselves and others. Books related to cooking methods specific to canning and preserving grew 29 percent, week over week, and 17 percent for the year-to-date week-ending March 14, 2020. Container gardening book sales have grown 30 percent this week over last, and general home do-it-yourself (DIY) book sales increased by 8 percent, week over week. Top-selling books in these categories include the following: “The Complete Book of Home Preserving,” by Judi Kingry (Firefly Books); “How to Window Box,” by Chantal Aida Gordon (Penguin Random House), and “How Your House Works,” by Charlie Wing (Wiley).
While home and education-centered books are posting big gains during the pandemic, other categories have not been as fortunate. Sales of books related to travel, health and fitness, self-help, and personal growth have all declined, as people stay home and prioritize other topics and creative pursuits. “Two weeks ago, we saw a distinct drop in travel related books in Europe,” McLean said. “This past week, there’s also been a decline in U.S. travel books and adventure-travel titles. Books buying presents an interesting window into consumer psychology at moments like this. We will continue to track book trends weekly as the situation continues to evolve.”
About Gary Price
Gary Price (firstname.lastname@example.org) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. He earned his MLIS degree from Wayne State University in Detroit. Price has won several awards including the SLA Innovations in Technology Award and Alumnus of the Year from the Wayne St. University Library and Information Science Program. From 2006-2009 he was Director of Online Information Services at Ask.com. Gary is also the co-founder of infoDJ an innovation research consultancy supporting corporate product and business model teams with just-in-time fact and insight finding.