The running joke on social media is that Millennials have skipped going through a midlife crisis and have gone straight to indulging in “Grandma Hobbies.” Bird watching, gardening, reading, knitting, crocheting, building puzzles, baking, playing cards, all of the things we generally ascribe 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 the Millennials (aged 28 – 43), 80% of whom have read a book in the past 12 months. Coming in second place are the Baby Boomers (60 – 69) with around 70% of them having read a book in the past 12 months. While Gen X and Gen Z do read, especially since the pandemic, it’s not quite as much.
In other words, the “Grandma Hobbies” era is in full swing for at least two generations (Baby Boomers and Millennials), with Gen X naturally aging into these hobbies within the next few years.
What Does This Mean For Publishing?
Publishing houses are typically ahead of the game when it comes to trends, which means there could be a shift in what is published in the future and how it’s marketed to the masses. Studying the demographics, the trends, and how AI has already made its way into online patterns, recipes, etc. — leaving many crafters annoyed with wasting valuable craft material when things flop — it’s safe to say that Gen X and Millennials may be more inclined to buy books about their hobbies because they’re likely more reliable and free of AI.
In fiction, we’ve already seen a steep increase of “crafting-based cozy mysteries” being published over the years and, interestingly, they are pretty popular amongst people, especially when they are part of a series.
Soon, however, readers may see many more non-fiction books gracing the shelves of their bookstores. While cooking and gardening have always been considered “safe” in non-fiction publishing, there’s been a rise in other “Grandma Hobbies” too. So much so that large crafting events are being arranged!
@crochet.me.zaddy Hopefully the first of many Craft Cinema nights! 💕 Hosted by @Juliet Such a lovely event with so many wonderful and creative people based here in Melbourne! #crochet #knitting #craft #punchneedle #embroidery #craftmovienight
♬ I Want You to Want Me – Letters to Cleo
The Future of Books
One of the main problems that crafters experience is not being able to turn the page of their book when their hands are busy embroidering, knitting, crocheting, etc. Luckily, audiobooks are already extremely popular with readers (the market’s revenue was predicted to grow this year to around US$7.93 billion). This means there will be a bigger push for audiobooks in the not too distant future. What’s more, listening to an audiobook tends to go faster than actually reading a book, and some crafting projects take days to complete. This, in turn, may mean that more audiobooks could be consumed by crafters — and, usually, there’s a bigger likelihood of them bingeing a series.
Other Publishing Trends To Consider
Did you know publishers also publish other non-fiction goodies? You may have seen some of these items at bookstores, usually in the children’s or crafting section, which includes puzzles and cards. While it’s not well-known that publishers do, in fact, create these products, these items are considered a “safe revenue stream” because there is almost always an audience for them. That said, there’s already been an increase in popularity of these oftentimes “niche” or “novelty” items such as collectible cards, tarot cards, and 10,000-piece puzzles …
Something interesting, however, is seeing the ingenuity of some publishers as they begin to combine “Grandma Hobbies” to come up with ways to stand out from their competitors.
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An Exciting Time For The Industry
While some may scoff at the idea of “Grandma Hobbies”, the reality is that a massive part of the global population is finding solace in them. Watching birds, gardening or even listening to the steady rhythm of knitting needles clicking beneath your fingers helps control one’s anxiety. Playing cards with friends brings community, an essential part of being human. Cooking a five-course meal for family and friends and hearing them say it’s delicious gives amateur chefs a sense of accomplishment.
Considering these basic human needs, along with the more technical points mentioned above, it’s safe to assume that “Grandma Hobbies” will be seeing a major boom in the industry!
