‘NPD Books’ Brenna Connor says there’s a possibility that the American market will go into the autumn with double-digit year-to-date gains.
Recommendations on TikTok and other media push Alex Michaelides’ bestselling debut onto the charts in China in May.
In the first five months of 2021, books on race and social justice sold 700,000 more units than in the same part of 2020.
The US book trade continues an upward trend in unit sales over some 15 weeks, says NPD’s Kristen McLean, especially good ‘for the dog days of summer.’
Following Monday’s Q2 report, NPD PubTrack Digital data shows a big jump in ebook unit sales when April’s lockdowns were ordered–children’s fiction jumped 78 percent that month.
Politically related biography and memoir gained, and children’s print gained 12 percent over the second quarter of 2019 in unit sales.
Monthly US book sales dropped to 2.5 million units in its worst ‘acute COVID period’ week, says NPD analyst Kristin McLean.
With journaling books alone rising from fewer than 50,000 units in 2015 to 700,000 in 2019, creativity, motivation, and inspiration are booming.
The political debate is paying off for publishers of political books, NPD’s data indicates, with major titles leading a nonfiction boost that shows up not just in print but also in ebook sales.
New insights into the US market, previously not visible to researchers, are coming to light now as NPD’s new BookScan License Reporting Service comes up to speed, tracking more than 4,000 licenses and more than 10,000 ISBNs weekly.
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