Americans Favor Physical Books: Survey Reveals 2024’s Top Gift Choices for Christmas

Physical Books Remain Popular Holiday Gifts

A recent survey shows that 72% of Americans prefer physical books over digital formats. This holiday season, 54% of gift-givers plan to give books as gifts.

The survey by ThriftBooks, conducted by Talker Research, asked 2,000 American readers about their gift selections. Some unconventional choices included “Animal Farm,” “Snakes in Suits,” and “MI6 Spy Skills for Civilians.” One respondent mentioned receiving a friend’s autobiography as a gift.

Despite unique selections, book gifting is thriving. About 33% of Americans have received unexpected book gifts, and nearly half (49%) choose books based on the recipient’s interests. An impressive 80% of gift-givers feel confident in choosing books for others.

Reading Preferences by Age Group

The survey explored reading habits by generation. Mystery is the most popular genre, favored by 45% of readers. However, preferences vary by age:

• Gen Z: 52% prefer fantasy.
• Millennials: 41% enjoy action and adventure.
• Gen X: 42% lean towards thriller and suspense.
• Baby Boomers: 29% prefer mystery.

Barbara Hagen from ThriftBooks advises gift-givers to consider the recipient’s interests when selecting a book. She recommends using social media and book forums for ideas.

Reading Habits and Holiday Traditions

On average, readers finished 21 books this year. Women read slightly more than men, with 22 books compared to 19. Gen Z and millennials often find new books through social media. In contrast, Gen X and baby boomers rely on friends and family for recommendations.

Many readers maintain holiday reading traditions, with 30% returning to favorite books each season. This practice is especially common among younger readers, with 61% of Gen Z and 47% of millennials participating. Christmas-themed books are most popular, with classics like “A Christmas Carol” and “How the Grinch Stole Christmas” topping the list.

Hagen emphasizes that books make meaningful gifts. Respondents noted they give books to encourage reading and to create lasting memories.

Survey Methodology

The survey included 2,000 Americans who read at least 5-6 books per year. It was conducted online by Talker Research from October 4 to October 9, 2024.