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NEW YORK — In an era where digital reading continues to surge, a new survey shows that Americans still overwhelmingly prefer physical books, with 72% choosing hard copies over digital formats. This holiday season, more than half of gift-givers (54%) plan to present their loved ones with books, though some choices might raise eyebrows.
A recent survey of 2,000 American readers, commissioned by ThriftBooks and conducted by Talker Research, revealed that unconventional gift books like “Animal Farm,” “Snakes in Suits: When Psychopaths Go to Work,” and “MI6 Spy Skills for Civilians” rank among the most eccentric literary presents. One respondent even said they once received their friend’s autobiography as a gift.
Despite these quirky selections, the art of book gifting appears to be alive and well. A third of Americans (33%) have received unexpected book choices, with some recipients finding these surprising selections to be an “utter delight” that “taught me to live in the moment.” Nearly half of gift-givers (49%) thoughtfully select books based on the recipient’s interests, and an impressive 80% feel confident in their book-choosing abilities.
The survey also unveiled fascinating insights into Americans’ reading habits across generations. Mystery topped the charts as 2024’s most popular genre overall at 45%, but preferences varied significantly by age group. Gen Z readers gravitated toward fantasy (52%), while millennials preferred action and adventure (41%). Gen X favored thriller and suspense (42%), and baby boomers showed the strongest preference for mystery (29%).
“When picking out a book for someone else, it’s important to not just consider if it’s a book you enjoy, but whether or not it will catch the recipient’s interest,” advises Barbara Hagen, vice president of marketing at ThriftBooks, in a statement. She notes that “social media, book forums, and book websites are all great places to look for book gifting ideas.”
The average reader breezed through 21 books this year, with women slightly outpacing men (22 books versus 19 books). Gen Z (52%) and millennial readers (47%) primarily find new books through social media, while Gen X (50%) and baby boomers (51%) rely on recommendations from friends and family.
Holiday reading traditions remain strong, with nearly a third of readers (30%) returning to their favorite books or series each holiday season. This practice is particularly popular among younger generations, with 61% of Gen Z and 47% of millennials maintaining their traditions. While some opt for horror (12%) or fantasy (12%), Christmas-themed books dominate holiday reading at 45%. Classic favorites like “A Christmas Carol” (20%), “How the Grinch Stole Christmas” (14%), “The Polar Express” (11%), and “A Christmas Story” (8%) top the seasonal reading list.
“The survey demonstrates that books make priceless gifts,” Hagen concludes. “Some respondents shared why they chose to gift books this year, and their answers, such as ‘to give the gift of reading’ and ‘every time that person picks up that book they think of you’ really speak for why books make for great gifts.”
Survey methodology
Talker Research surveyed 2,000 Americans who read at least 5-6 books per year; the survey was commissioned by ThriftBooks and administered and conducted online by Talker Research between Oct. 4 and Oct. 9, 2024.
