The overall landscape of book sales in the U.S. experienced a slump in 2023. Still, amidst this downturn, the romance novel genre stood out among other genres. Romance novels have witnessed significant growth in recent years, with emerging authors regularly outselling other forms of fiction.

Romance novels had recently taken up the top spots on the New York Times bestseller fiction lists, featuring renowned authors like Sarah Maas and her Crescent City romance series. This change signals a significant shift for a genre previously regarded as a niche, now earning increased recognition and popularity.

Sales of romance fiction in American bookshops increased by 11% in 2023, the previous year. Sales of printed romance books increased by 52% in the 12 months before May 2023, according to data from Circana.

According to Kristen McLean, a books industry analyst at Circana, romance books had a surge in popularity during the epidemic, following a gradual decline over the previous few years. During the stay-at-home phase, the release of streaming programs such as "Bridgerton" in 2020 generated fresh interest.

Embracing the Romance Boom

Established in the 1940s, Books Inc., a San Francisco Bay Area staple, adapted to the changing literary landscape. The manager of the Mountain View branch, Cari Gillette, shared how, a few years ago, they expanded their romance section from a small offering to an extensive, hand-curated display with staff recommendations.

The expanded romance section at Books Inc. has become a focal point for readers, attracting a diverse audience. Gillette noted the rise of sub-genres like romantasy (romance and fantasy), mafia stories, alien encounters, and the current trend of sports romance, possibly influenced by figures like Taylor Swift.

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Gillette further emphasized the sense of community around romance literature. In Summer 2023, Gillette started a monthly romance book club at a nearby wine bar, where enthusiasts gather to share their passion. She highlighted the genre's appeal as providing readers with happy and hopeful escapes.

Susan Swinwood, the editorial director at Harlequin Trade Publishing, emphasized the legitimacy of romance novels as a relevant and valid product. Previously considered a guilty pleasure, the genre now enjoys a more positive image, fueled by a new generation of diverse romance writers and avid fans.

BookTok: The Rise of Romance on Social Media

People's view of romance novels has changed significantly due to the influence of social media, especially sites like BookTok. BookTok enthusiast and book club member Talia Cadet emphasized how the website exposed her to many Black romance novels, many written by independent or self-published authors.

Florida-based author Tamara Lush discussed the direct connection between romance authors and their audience facilitated by social media. Lush, who left her reporting job to write romance stories, highlighted the impact of platforms like TikTok in connecting authors directly with readers.

Diversifying Romance

Leah Koch, co-founder of the all-romance bookstore "The Ripped Bodice," stressed how crucial it is for romance novels to portray a range of perspectives. The bookshop offers selections representing various identities and backgrounds to serve its broad customer base. Koch's bookstore has branches in Los Angeles and New York.

Koch expressed her hope for further expansion in representing diverse experiences within the romance genre. As the genre continues to gain popularity, she envisions an increased variety of options to cater to an ever-growing and diverse readership.

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