Are consumers abandoning aspiration for authenticity?

27th March 2023

The recent news from the Office of National Statistics that retail sales volumes rose by 1.2% in February* has been welcome news for many of us. This is the biggest rise since October.

But while the figures suggest that consumers are still willing to spend, there have been definite shifts in how people shop, prompted by the ongoing rise in the cost of living. Despite inflation, non-food sales rose by 2.4%, with the rises coming from discount stores, and strong growth seen in the second-hand market. People are cutting back on takeaways and eating out and choosing instead to shop for food in supermarkets and make their own meals instead.

Books are seldom sacrificed

Selection of pink books on shelving

At Bookspeed, we find that even in straitened times, people will still buy books. Books are often viewed as that last affordable treat that really can’t be sacrificed as a gift to yourself or others. They can be a mood-booster or a route into a different way of thinking or living, offering hope, guidance and escape.

We’re often drawn to beautifully produced books that suggest luxury, and often hint at aspirational lifestyles. But lately the books that have been selling well for us point to a different story. It seems that people might be abandoning aspiration for greater authenticity.

Simpler lifestyles

Three books about plants on a teal shelf next to plants.

In gardening, books that guide people towards growing their own food or plants in small spaces or indoors are definitely having a moment. For travel, titles that offer adventure closer to home continue to sell well, showing people that you don’t have to get on a plane to have a great experience.

Bestselling food and drink books have veered towards the practical, accessible, and seasonal. For example, Seasonal Soups and Seasonal Salads and the Foolproof series of cookbooks all sold brilliantly at the spring season trade fairs. What these books have in common is making cooking accessible at an affordable retail price, without compromising on design and quality.

One of our top sellers so far this year, Yoga for Stiff Birds, offers an antidote to the impossible standards seemingly set by yoga influencers on Instagram. It comes in a stylish Millennial pink hardback with quirky illustrations, so will stand out in a retail space and will appeal to anyone who doesn’t quite see themselves doing a side plank on a Miami beach, wearing designer lycra.

Behaviour change

Selection of sustainability books on a pale background.

For gift and lifestyle retailers, the cost-of-living crisis can pose a challenge to the retail story you want to tell. Lots of customers will continue to spend their disposable income on those desirable extras, but others will be reflecting more on their spending habits and lifestyles. Products will need to work harder to justify that impulse sale.

Books are products that once bought, customers can return to time and again, offering a good return on investment. And although the retail price of books has risen in the past year, prices haven't quite inflated to the levels seen in other product categories.

Economic circumstances, greater awareness of environmental change, and better understanding of mental health, are prompting changes in habits. Reflected by our recent book sales data, people are seeking simple, sustainable living and are learning to enjoy how to make the most of what they have. For many of our customers, books can be a convenient way to update their retail story and respond to these shifts in human behaviour.