While sales of children’s non-fiction books in 2021 in the United States may be down from the sharp increase seen last year, they are still beating pre-pandemic numbers in 2019. New data from market research firm The NPD Group show that unit sales in the week ending July 24, 2021 are up 21% from pre-pandemic levels in 2019.
Throughout the pandemic, the children’s non-fiction supercategory has seen tremendous growth in the United States, with unit sales at the end of 2020 up 23% from the previous year. These increases were driven by the need for materials to entertain and educate children during the lockdown. By comparison, unit sales in the week ending July 24, 2021 were down 5% from the same period in 2020.
Although many children in the United States are returning to school this fall, educational titles continue to drive sales so far this year. Six categories accounted for 44% of the sales of the non-fiction for children market in the United States between January and July 2021. Biography and autobiography (up 23%) as well as science and nature (up 9%) both saw an increase over last year. , while the other categories â activity books, concepts, study aids, and games and activities â decreased from 2020.
NPD reports that supply chain disruptions and changes in retail channels have affected publishing over the past 52 weeks, but lingering concerns about raising children during and after the pandemic will continue to grow. boost book sales through 2022.