Children’s book sales have increased significantly during this year’s Christmas shopping season – and it is likely that the recurring alarms about Swedish children’s lack of reading skills are behind the trend.
The Swedish online marketplace Tradera reported a 13% growth compared to last year, while Adlibris, a leading Nordic online bookstore, saw a 10% increase in children’s book sales.
– I can only speculate, but hopefully, for example, articles about screen time, reading ability and sustainability have influenced consumers. After all, a children’s book is an investment in the child’s future, says Adlibris sales manager Sakari Luovio to the state television SVT.
Over the past six months, schools, politicians and the media have warned of a Swedish “reading crisis” – where children and young people today are said to read far too little both at home and at school, and it is likely that these alarms have led to more Swedes than usual choosing to buy books as Christmas gifts for children and grandchildren.
Karin Mannerstråle, who works at Akademibokhandeln, Sweden’s largest bookstore chain, says many parents she meets express genuine concern about their children’s reading habits. She encourages them to determine whether their children avoid books due to a lack of interest or because of actual reading difficulties.
Children take after their parents
Young immigrants have the worst reading skills, while it is well documented that children of parents who read a lot also tend to read more books themselves.
One explanation for the sudden rise in children’s book sales could also be that parents with a strong interest in reading have, after all the negative press, started to buy even more books for their children than before.
– It is conceivable that it is those who read themselves who buy books for their children. Or those who have the opportunity or awareness to do so, speculates Melina Nordstrand, vice-president of the Swedish Publishers’ Association and sales manager for children’s book publisher Opal.
