Sentimentality drives the book industry during the holiday season
By Abhinaya Kasagani— akasagani@ucdavis.edu
Winter is magical in its crispness and twinkle of soft lights, in the warmth of traditions passed down over generations. The season is one of sentimentality, and, for the book industry (just like any consumerist industry), this is the time to shine. More than any other season, winter leverages this yearning for connection and nostalgia, fueling a surge in book sales and readership.
The holidays have long been intertwined with the act of storytelling. Whatever this looks like for you — whether you are reliant on a warm book by the fire or another task of intellect and care — it is hard to disregard that binge-reading has found its way into tradition. This sentimentality is what the season is built on: It is a time for reflection and giving. Books can be great for this, since they are less presents and more companions during the cold — as gifts, they imply care. The discounts aren’t too bad either.
Not only does the holiday season invite guilt-free consumption, but the long nights and shorter days offer us such time. The quickness of life is halted, however temporarily, and people find themselves curled up indoors, seeking the wisdom and kindness of a book. Holiday breaks become perfect opportunities to recenter oneself, revisit old favorites and discover new ones. Seasonal genres tactfully leverage this desire for comfort and familiarity with cozy mysteries, holiday romances and festive cookbooks. Nothing is too gauche for the season that greets.
Publishers and booksellers alike have perfected the art of aligning themselves with what the season demands. The weeks leading up to Christmas see an influx of special editions, gift sets and limited-time promotions: It is almost foolish not to participate. From Black Friday to Christmas, books are featured in sales campaigns as ideal gifts. Audiobooks and eBooks, along with digital platforms and subscription services like Audible and Kindle Unlimited, are in equal demand, rising in popularity as technology reshapes the way we consume stories during these travel-heavy months. The tangible joy of holding a physical copy persists, yet this promotional tactic spares no format.
Winter is also synonymous with a revival of Christmas-themed media — new songbook editions, re-releases of Christmas carols and sheet music collections. These re-releases are often promoted by contemporary artists who leverage this sentimentality to further feed into the con of seasonal media consumption, a product of the enduring appeal of holiday traditions.
Winter is a season that embraces storytelling in all its forms, linking together generations and memories to inspire new ones. In Iceland, for instance, the Christmas Book Flood takes center stage, encouraging one to gift books to those they love. This leads to a massive surge in book sales during December, as families exchange books on Christmas Eve and spend the night reading them. Pop-up bookstores and literary booths at holiday markets cater to shoppers seeking meaningful gifts, while libraries and community centers work to foster good winter reading habits. Many host seasonal programs, such as storytime for children, holiday craft workshops and book clubs focused on winter-themed literature. These events not only promote literacy but also strengthen the community’s propensity for reading. It is, after all, a time for turning over a new leaf.
Ultimately, reading in winter is almost sacred. The world grows quieter, and the rustling of pages gets louder. The season stretches and folds, inviting us to ask our questions and have them answered. The act of reading is as common this time of year as a Mariah Carey re-release. Winter reading, apart from being especially lucrative for the book industry, is a form of self-care. The season encourages introspection, and books are there to hold your hand through it all. No book leaves something to be desired — there is always something to learn. Decide now what story will keep you company this chilly winter; Remember, time is of the essence.
Written by: Abhinaya Kasagani— akasagani@ucdavis.edu
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