Nielsen: ‘More books likely to be bought this Christmas’

Nielsen: ‘More books likely to be bought this Christmas’

New data from Nielsen Book suggests UK consumers will buy more books for Christmas this year than they did in 2014.

The question was placed as part of Nielsen's Books & Consumers tracker survey in November, which has 8,500 respondents each month. Just over half of those surveyed thought they would buy a book for Christmas, whereas just under half of UK consumers had done so in 2014. However, nearly a third of those surveyed “weren’t sure whether they would buy a book as a gift this Christmas, and so were still open to persuasion.”

The survey also revealed that one in six people said they were likely to give more books this Christmas compared to last year – with a further three quarters saying it will be about the same, or were not yet sure. According to Nielsen, younger consumers, and especially those with children, are both more likely to buy and to buy more books for Christmas 2015 – suggesting a growth at Christmas might be in children’s rather than adult books.

The least likely to be thinking of gifting books this Christmas are those aged 65+ (28%), according to the survey – although a third of them "aren’t sure yet, so still might be tempted with the right books." Those in the higher income brackets are more likely to buy books this year than last, the survey said.

Jo Henry, vice president of insights and analytics at Nielsen Book Research, said: “Having a child in the household makes a huge difference, with 47% of those with children saying they were likely to give books as gifts this Christmas. Interestingly, 14% of those who hadn’t yet bought a book in 2015 said that they were likely to give books as gifts this Christmas – though a similar proportion of heavy book buyers said that they were not thinking of doing so.”

"Following Super Thursday and Civilised Saturday, and with key chains and independents rolling out their Christmas campaigns, we are sure to see the balance tipping in favour of books," a Nielsen spokesperson said.

The survey group is a nationally representative sample of 13-84 year olds.