The running joke on social media is that millennials have skipped the midlife crisis and jumped straight into “grandma hobbies.” Birdwatching, gardening, reading, knitting, crocheting, puzzles, baking, playing cards – all the things we usually attribute to grandmothers are now trending among a much younger demographic. The question, however, is how this will affect publishing trends.
The data shows …
According to data collected by Best by the Numbers in 2020, the generation that reads the most is Millennials (ages 28-43), 80% of whom have read a book in the past 12 months. In second place are Baby Boomers (ages 60-69), around 70% of whom have read a book in the past 12 months. Generation X and Generation Z, while reading, especially since the pandemic, don’t read quite as much.
In other words, the era of “grandma hobbies” has been in full swing for at least two generations (baby boomers and millennials), and Generation X will naturally grow into these hobbies over the next few years.
What does this mean for publishing?
Publishers tend to be ahead of trends, meaning there could be future shifts in how these are published and marketed to the masses. When you examine the demographics, the trends, and the way AI has already made its way into online patterns, recipes, etc. – which upsets many hobbyists because they waste valuable crafting supplies when something goes wrong – it’s safe to say that Gen X and Millennials might be more inclined to buy books about their hobbies because they’re likely to be more reliable and free of AI.
In the fiction space, we’ve already seen a sharp rise in the publication of cozy mystery novels with crafting elements in recent years, and interestingly, people are really enjoying them, especially when they’re part of a series.
Soon, however, readers will likely find many more non-fiction books on the shelves of their bookstores. While cooking and gardening have always been considered “safe” in the non-fiction section, there is also a rise in other “grandma hobbies.” So much so that large craft events are being organized!
@crochet.me.zaddy Hopefully the first of many Craft Cinema nights! 💕 Hosted by @Juliet Such a great event with so many wonderful and creative people here in Melbourne! #crochet #knitting #crafting #punchneedle #embroidery #craftmovienight
♬ I want you to want me – Letters to Cleo
The future of books
One of the main problems that crafters face is not being able to turn the page of their book when their hands are busy embroidering, knitting, crocheting, etc. Fortunately, audiobooks are already extremely popular with readers (market sales are expected to grow to around $7.93 billion this year). This means that audiobooks will see a bigger boost in the not too distant future. Plus, listening to an audiobook tends to be faster than actually reading a book, and some craft projects take Days This in turn could mean that more audiobooks could be consumed by hobbyists – and they are usually more likely to read a series in one go.
Other publishing trends to consider
Did you know that publishers also produce other non-fiction books? You may have seen some of these items in bookstores before, usually in the children’s or craft section where puzzles and cards are also available. Although it is not widely known that publishers actually produce these products, these items are considered a “sure-fire source of income” because they almost always find an audience. However, these often “niche” or “novelty” items such as trading cards, tarot cards, and 10,000-piece puzzles are already growing in popularity…
What is interesting, however, is the ingenuity of some publishers who are beginning to combine “grandma hobbies” to find ways to stand out from the competition.
An exciting time for the industry
Some may scoff at the idea of ”grandma hobbies,” but in reality, a large portion of the world’s population finds comfort in them. Bird watching, gardening, or simply listening to the steady rhythm of knitting needles under your fingers helps control your anxiety. Playing cards with friends creates community, an essential part of being human. Cooking a five-course meal for family and friends and hearing how delicious it tastes gives home cooks a sense of achievement.
When you consider these basic human needs, as well as the more technical points mentioned above, it’s safe to assume that “granny hobbies” are going to see a huge boom in the industry!
