Readers Weigh in on Reading Habits During Tough Economic Times
By: Marie Force
The headlines are daunting—rising inflation and soaring gas prices are impacting the bottom line of every American family as we emerge from the pandemic and try to get back to “normal.” I wanted to know how these crazy times affect reading habits, so I asked my favorite “focus group,” the largest and oldest of my Facebook reader groups. This was how I posed it to them:
This week, I want to know how the latest economic challenges, such as inflation and rising fuel prices, are affecting your book buying/reading/consuming practices. No politics over this, please. Just an acknowledgement that we’re all dealing with these challenges, regardless of the cause.
Specifically, are you preordering less than you used to? Have you changed other reading habits in response to economic worries? Are books a lower priority for you in these tough times or a higher priority due to the escape they provide?
Thank you in advance for sharing your opinions and thoughts! (If you’re speaking of specific authors, please don’t name names here.)
More than 300 readers responded to my inquiry, and the answers varied from no change in their reading habits to relying much more on subscription services such as Kindle Unlimited and their local libraries to satisfy their need for new books. Many said they are reading more than ever due to the pandemic, which changed their lifestyles significantly. Some said reading is their only “vice,” and they’d give up lots of other things before that went away. Many said they are going out less, traveling less, dining out less, which gives them more money to spend on books that provide cheap entertainment with no need for gas. Services such as BookBub are still helping readers discover new authors, although many said they are taking fewer “risks” on new authors during tighter economic times.
“I am only buying authors that I know that I like their writing right now,” Laurie said. “I am also more likely to get most of my books through Kindle Unlimited so that I am only paying 1 price for as many books as I want which is the only way that I would try a new author right now.
A few readers said they aren’t preordering as many books because they aren’t sure what their situation will be when books release, since credit cards are charged on release day. “I’m preordering less because it doesn’t charge my card right away,” Amy said. “I also tend to download free ‘first in series’ books to see if it something I want to spend money on.”
“I am preordering less and buying fewer books,” Pamela said. “I am re-reading older books and only buying from authors I know I will love.”
“No pre-orders,” Andrea said. “ONLY using Kindle Unlimited for now.”
“I continue to buy new books,” Mary Ann said, “but I am also rereading past books more than I did last year.”
For others, it’s business as usual, with a few adjustments to the routine here and there.
“I haven’t changed my reading/buying habits,” Tracey said. “Reading is my stress relief. I also listen to audiobooks, at night, to stay away from screen time to help with sleep. I’d be lost without my favorite authors.”
“I am still pre-ordering same as before,” Cissy said. “I find myself reading a lot more as I don’t go out and about as much due to fuel prices.”
“I haven’t changed anything,” Nikki said. “And I always pre-order as soon as I can otherwise I forget!”
“I historically was a one-click preorder for many authors,” Kathleen said. “I have had to back off some and reread some as money has been so tight between inflation and putting my daughter through college. I love ordering both electronic and paperback copies but have definitely stepped back.”
“Normally, I buy the kindle version, audio, and autographed paperback,” Cyndi said. “These last couple of months I’ve had to scale back. Thanks to spending $165 a week on fuel for our vehicles my reading had to scale back and I choose one version. It’s absolutely driving me mad…I’m a creature of habit and This has messed with my process. But…I’m thankful I can purchase at least one version.”
“I purchase fewer books and just read books in Kindle Unlimited because my book money is going in my gas tank and at the grocery store,” Tricia said.
“It has not affected me personally,” Dara said. “I always make sure I have enough for my books. It is my guilty pleasure that will not be denied. Granted, if ebooks cost as much as hardcovers, then it will be a hard pass. I have kindle unlimited for that purpose. My go-to authors are an automatic buy.”
“I consider books a must have so my habits haven’t changed,” Heather said. “For preorders, it usually depends on the author. If there have been numerous delays with prior preorders, I’ll wait until release day.”
“I have a couple of series I’m reading in KU,” Candi said, “then I’m going to cancel that for awhile. I have several authors that I will always pre-order books from. Otherwise, I’m using this time to tackle my extensive TBR list and to re-read some awesome books from several years ago.”
“Great question!” April said. “As a business owner, I am constantly preparing how to get through a season where we may be bringing in less money and what we can do to keep customers coming back and still spending even if it’s at a discount. For reading, I am not preordering less than I used to nor have books dropped in priority for me. I will keep my escape from reality just as it is! I love Kindle Unlimited but I also purchase books that are not on KU.”
“Books are an even higher priority during these times,” Lisa said. “I am fortunate to not have to cut back at this time in my life as we are financially comfortable. However, if that were to change, I would sacrifice my food, alcohol, hair, nails and cable budgets before books.”
“I am buying, reading more,” Jill said. “Not going out as much, or eating out as much. Stay home, relax, read.”
“I am reading more than ever since traveling and going places is costing more money,” Karen said. “Purchasing a few books is cheaper than filling up the gas tank, eating out etc. so instead I am adventuring in the fantasy worlds created in the stories I read. I’m still preordering books (only by my fav authors) and have advised family Barnes and Noble or Amazon gift cards are a great way to feel my TBR addiction!”
The pandemic has turned some readers into full-time telecommuters, giving them more disposable income that they spend on their book habit. “Since I don’t go to an office anymore and my job is full-time telecommuting, I save possibly $80-$100 a week driving 35-40 miles one way,” Cheryl said. “Then you add in what I don’t spend at a Starbucks and I use some of that for my books.”
Others have found that not commuting has cut into their reading time. “I am buying less books than usual,” Gwen said, “because I am not getting ‘reading time’ like I did when I commuted to the office by bus and have fewer instances where I am having to wait, i.e., medical appointments, lunches out with others, dinners out with others, etc. I have really curtailed my away from home time and while I still find time to read when at home, is only about 30 percent or less of the time I used to read.”
“Still buying/preordering,” Marla said. “Just a more discriminating in what I buy. Blurb has to really speak to me or if a preorder it’s one of my auto buy authors.”
Jenifer noted that her belt has been tightened lately when it comes to extras like books. “I have always had a tight book budget because I was a single mom. My budget has been higher in the last few years. With that said my budget has gotten tighter again. My job is a half hour away from me, so gas prices have affected me. Inflation has hit us all hard here and it is affecting how we live and work.”
“I do find I’m using kindle unlimited more,” Debbie said, “but I have a few specific authors that I know I will love the book so I will buy those. And yes, my preordering has slowed down just because of the uncertain economy and I don’t know what prices on food and fuel will be at the time of release.”
Amanda said, “I am fortunate enough that while prices are rising, and I am trying to be more mindful and careful as to what I purchase. For authors or series who I purchased books before, mostly nothing has changed. But I am using my local library a lot more these days. And I used to love buying books more, but I am utilizing my local library more than ever before.”
Readers are, as always, extremely price conscious.
“Some publishers are raising kindle prices to $14-15,” Andrea said. “I don’t see myself paying that. I read way too many books. In that instance I will wait and hopefully catch a sale or bargain even if I have to wait a year or two.”
“I read on a Kindle,” Elizabeth said, “so I don’t buy the physical book unless I go to a signing. I try to wait until an author has a sale if possible. Why spend $6 when $3 is possible?”
I am definitely more wary about buying ebooks that are the beginning of a really long series if the books are priced over $6ish a book,” Hilary said. “I’ve noticed a few authors make the first book free, & the second book under $5, buy then it jumps up to $10-12, & I just can’t afford the whole series so don’t want to get hooked & attached to the characters! I’m still pre-ordering the books in the series I already started. I’m trying to check out the library & Kindle Unlimited more.”
“When ebook prices went to $9.99 and higher those books went from my buy list to my library list. It’s a matter of not supporting publishers’ greed. I do KU and some Audible. I don’t read less. I simply don’t buy as many books.”
“I am still preordering from my favorites, unless the book is priced beyond what I want to pay,” Mary Alice said. “I no longer preorder if the book is more than 7.99. I look for discounted paperbacks in stores.”
“If an ebook is over $10 I go to the library,” Diana said. “It seems more and more publishers are pricing ebooks at $15 and for a book that I can’t share costs with anyone is just too much.”
“I’ve noticed the increase in new books. Used to be, I’d buy from a fav author for $7. Now it’s $10-12,” Mickey said. “That’s a lot when you are a voracious reader. I depend on library books, and like KU when there is an author or series I like. I find I’m rereading old favorites these days. I also don’t usually preorder. I have a list on Goodreads of books I want to read, and check weekly to see what’s new.”
“I’m using Kindle Unlimited even more than before,” Pam said. “I’m not preordering. And, I’m being very picky with what I’m actually purchasing. It has to be a trusted author with a book I know I’m going to want to read, like part of an existing series. There were authors who I previously would spend $7 on a book. But now, I just skip those until things get better.”
“For now I’m able to keep my kindle unlimited,” Lisa said. “If the books are not available there then I’m having to wait to read it or just pass on it. Reading is my me time. My peace away from reality I really hope not to give it up.”
“I know both my book clubs have talked about going back to 2018-2020 bestsellers lists & looking at what we may have missed that is now on sale or the library check out list is shorter than it was when originally published,” Theresa said.
“If I find a new author through a free book,” Jodi said, “I’ve gotten to the point that if I want to read the entire series, I won’t because the price of the ebooks are a bit on the high side (for what I feel should be a longer book but is roughly 200 pages or less for $5.99?!?!?). I’ll just re-read series that I love. I love to read but tend to wait closer to the release date to order.”
“I have a set amount that I spend on ebooks and audiobooks a month. On top of this I have my Audible and KU memberships,” Denise said. “So far I’ve not had to make any changes. However, as I read a lot of books (on average 5-6 a week) I already tend to look for author deals or promos. I will very rarely pay more than £5.99 for an ebook and I always go for whispersynced books so I can get the audiobooks for a reduced price. If I do have to start making cuts then I will go more into authors that are included in my KU and Prime memberships, as these will be the last to go.”
Many readers are determined to continue showing up for their favorite authors. “Right now I can’t financially justify a book purchase unless I truly trust an author’s work,” Ginny said. Katie agreed. “My go to authors, I am still preordering as normal. Some of the ones that were ‘I might buy’ I’ve now switched to Kindle Unlimited and will wait. I’ve also started looking more at the offerings through my library.”
Mary said she hasn’t changed her routine. “I preorder all my books from my favorite authors.”
“I’m not reading as much as I used to, but it’s not because of economic reasons,” Kari said. “Life got real and I’ve lost interest. So right now I’m preordering people I know won’t let me down, using Kindle Unlimited and the library if I can.”
Some readers are cutting back in other areas so they can maintain their book addiction. “Fortunately, I can pre-order for my iPad and currently order the book signed book too!” Debra said. “Books for me is a high priority and if I cut back anything it would be going out to eat!”
Sabrina agrees. “Nope, I still pre order from all my favorite authors. I will cut back on everything I have to for my books.”
“I have become a little more selective about what I buy, but that is all,” Mary said. “Words have power, and knowledge is incalculable wealth. So, I will compromise many things in my life, before I will ever stop buying, and reading books.”
“My habits are about the same,” Diana said. “I pre-order new releases from my three favorite authors and use libby aka library app for older books to keep costs down. I also ask everyone for Amazon gift cards when possible to help pay for the new releases. I have cut back on going to the movies and theater. Books come first.”
Michelle said she has changed up her routine lately. “My preorders have definitely gone down and my wish list on Amazon is the longest it’s ever been. I’ll admit I’ve been rereading a lot and eagle eyeing author newsletters for book sales and watching BookBub as well.”
“I don’t spend much on clothes, shoes, etc.,” Sharon said. “Books and bags are my thing. So I haven’t changed my spending habits. I don’t preorder books because it is a big deal to me to purchase them the day they come out if they are important to me.”
Libraries and subscription services such as Kindle Unlimited are critical to voracious readers. “I rely almost completely on Kindle Unlimited – for which I was able to purchase multi-year memberships on Prime Days past,” Elaine said. “I really only do preorders from two authors, and sometimes I’ll wait out the other author, who will often put her books in KU after launch. I’ve put off buying a huge new book from an author I’ve read for 25 years (latest in her series) but will probably buy it eventually if it doesn’t go into KU when I feel I have time to read the whole novel. My husband and I share the KU account…I get 17 books, he gets 3.”
“I have only a couple authors that I actually buy their books,” Nancy said. “Every other book I read is from Kindle Unlimited. I absolutely love that format or program. It allows me to read a variety of authors while sticking to my budget. If it wasn’t for KU I would have change my reading hobby.”
“I have always had about 5 or 6 authors that are must-read and will always pre-order books from them,” Ann said. “Lately that is the extent of my book buying everything else is KU or library borrowed. I have a ‘membership’ to four public libraries, my county library, my city library, Denver (free if you live in CO or are attending school in the state), and a paid membership to the Houston public library because I couldn’t find a book I wanted at any of the other three.”
Difficult times take the shine off reading for some. “I know I personally am having issues purchasing the books I’d like to,” Sarah said. “I’m also stressed out enough and I’m so much of a funk, that I’ve not even wanted to read. And that says a lot for me.”
And difficult times make reading even more essential for others. “I read a lot more than I used to, I started during COVID and have continued,” Michelle said. “I have a higher priority as an escape. I typically don’t pre-order but buy on release date of the books I am anxious to read.”
“I am actually reading/purchasing more ebooks,” Dawn said, “because I don’t have to use gas to go anywhere!”
“I’ve not slowed down at all,” Tracey said. “I look forward to reading daily. It helps keep me sane during this unstable time.”
“Books are my release these days,” Veronica said. “Depending on how you look at it, it is my only bad habit or my only good habit. I don’t smoke anymore, and I don’t drink much either. I love getting lost in the books I read or reread. It is one of the few things that keeps me sane.”
Readers see books as a better value than other forms of entertainment. “Just the other day I was looking at a pay-per-view movie option and thinking it lasts about two hours and is the price of a book,” Andrea said. “Takes me longer than two hours to read a book. So books seemed like a better value. I still preorder from my go-to authors in my go-to series of theirs. A few of the series that I know I will not read more than once I try and get an e book from my library. Also I am using Kindle Unlimited more. If I need a book and maybe a new to me author, I will look for recommendations that are on KU first. I read ALOT and have pretty much been using this approach for the last few years.”
“Things are definitely tight,” Deanna said, “but I have not changed my reading or buying habits! It’s a treat to myself for working hard. I have cut down in other ways, for example eating out or ordering takeout, buying new clothes or shoes that I really don’t need.”
“I only pre-order books from authors who I want to support,” Diane said, “so I would not stop because of economy. As it did with the shutdown books were a lifeline. Giving up TV costs would be before my ebooks.”
“My habits haven’t changed,” Kate said. “Though, I’ll usually find other ways to save money because books bring me a lot of joy, and we need more of that in the world.”
Dee and several other readers noted that reading is part of their self-care routine. “Reading is something I do for my mental health, so I hope my buying habits don’t change. I have my favs that will always be a must buy.”
“NOTHING stops me from reading!” Ann Marie said. “It enriches my soul and it’s part of my self-care. I just budget a little differently with the changing times.”
“I can’t give up my reading!” Lauri said. “I will always find a way to get my books. This is my personal self-care and therapy!!”
“I have picked up my book buying and reading,” Sharon said. “I even have Kindle Unlimited which I said I would never do. If you are going to do extra time at home, then you have to have at least one extravagance.”
“Books are a higher priority than ever for me because the world is such a mess,” Maggie said. “It does mean I’m not ordering kindle and hardcover/paperback versions, but I’m still buying the kindle versions immediately. I’m also hitting up my library way more for ebooks priced over $6.99 (unless it’s something I know I’ll love) and for audiobooks.”
“Reading is my guilty pleasure so,” Karen said. “I will still order books from my favorite authors. Otherwise the $$$ I spend each month for KU lets me test out other authors and enjoy my favorite pastime.”
“I am still pre-ordering my favorite authors,” Mary said, “but I am reading more books from kindle unlimited. Reading is my one vice, so I fit books into my budget.”
“I have found that my reading habits are one thing that hasn’t changed,” Robin said. “Since the pandemic I have read as much, if not more. I always read more in the Summer once all the TV shows are in reruns. I find that reading is a much-needed escape especially since there isn’t much traveling. I never preorder anything for my NOOK. I always purchase on the day of release and still do.”
Glitches with preorders was cited frequently as a reason readers wait for release day to buy new books from their favorite authors.
“My habits haven’t changed,” Sharon said. “I usually don’t preorder because of Nook issues. I have the dates of the releases on my calendar and order that day.”
“I gave up pre-orders years ago with there being issues with the pre-orders being available on my Nook days after they should have been available,” Karen said.
“Fortunately, or not, my not going out as much-dinner, concerts, etc.-due to the pandemic makes buying books not an issue,” Michelle said. “And actually there are only like 5 or 6 authors whose books I buy. I don’t pre-order (sorry!). I had a bit of trouble with nook and I’m better off waiting until it’s THERE. And with hardcovers I had preordered one and stupidly forgot and bought it again before my first purchase was delivered! So, no pre-ordering for me again!”
Other readers prefer immediate gratification and hold off on ordering until a book is available to read. “I am not a fan of pre-ordering,” Amalia said. “I am too impatient and prefer to purchase when book is available for reading. I love reading, so books will always be a priority for me. I usually check the library for authors I am not familiar with before buying their books. For those writers I love, of which you are one, I buy new releases, always on the date they are available.”
Shari noted an interesting challenge for her with preordering. “The primary impact of economic concerns (in terms of my book purchases) is that I may not order AS FAR in advance. I likely will still pre-order from those authors I read most consistently, but I may order a bit closer to release date than I used to. I will say, in all honesty, this has as much to do with how many bloody times my credit/debit cards have been hacked as it does with the economy. Four times in the last 3 years when I’d pre-ordered months in advance, my order wouldn’t process on the day of release b/c my card had been hacked and replaced in the interim. So I had to go through a pain of a process either online or though customer support to fix it and get the book I’d ordered months before. So it’s just easier to wait until closer to release date and avoid this problem. In recent months, a subconscious desire to save more money probably has impacted my impulsiveness about purchasing books by authors I’ve never read before.”
Readers are remaining faithful to series they love, but won’t necessarily take on a new series, even from an author they follow. “I also don’t read every different series that they will write,” Theresa said. “I try to stick to the ones that I have already invested my time in and continue with that series. I know everyone is having a hard time right now but reading is my escape, so I won’t ever give it up!”
Readers are tapping into the sometimes thousands of unread books on their e-readers to get them through tough times. “I am reading much more in KU these days-and rereading or digging through the hoards of ebooks I’ve got on both Nook and Kindle. There are LOADS of books on both devices I’ve never read.”
Readers said the tougher economic times make them less likely to take a chance on new authors.
“I look forward to new books from my favorite authors but I never ever even think about an author I did not know,” Melanie said.
“My habits haven’t really changed with authors I am familiar with,” Audra said. “With new authors I am a little more hesitant to test more than one new author a month. Also as a rule I don’t tend to pre-order but keep track of release dates and buy the day a book is released.”
“I have Kindle Unlimited membership and may be a little more selective and hesitant in buying new books from unknown authors,” Anne said, “especially when their Kindle editions run more than $6 or $7. I use the online library some. Overall, not much has changed in my usual reading and spending habits though. Books and favorite authors are always a priority!”
“For my favorite authors, it hasn’t really affected my buying habits,” Karen said. “I look forward to all the new books. For authors I am not familiar with, I look for deals.”
“I preorder my go to authors consistently,” Melissa said. “I’m more hesitant to buy newer authors or authors I’m not familiar with at all. Books are an outlet for me so I don’t stop buying from my authors that are always putting out good books!”
“I find that I am reading more Kindle Unlimited books than in the past,” Kristie said. “Especially when it is a ‘new to me’ author. There are a few authors that I will always continue to purchase their books though because I have been with the series so long and feel invested with the characters. I still pre-order those always.”
“The only change I made is I don’t try new authors except in KU,” Peggy said. “I’ve also been doing a lot of rereads but I love that anyway.”
“I still preorder my favorite authors,” Danielle said. “I am limiting new to me authors for a while. Also if the author goes strictly to Amazon and kindle they will lose me as a reader.”
Readers rely heavily on gift cards and other tricks to keep them to a book budget. Some buy a card monthly while others rely on gift cards from family and friends. “I have ku and I don’t pre order because I buy gift cards to buy my books and Amazon won’t let you preorder with the gift card,” Laurie said.
“I have set a monthly budget now for books,” Lisa said, “so sometimes I have to wait until the next month to order a book.”
“My buying habits haven’t changed at all,” Sharon said. “I have a wonderful children and husband, who know that for Mother’s Day, my birthday and Christmas all I need is an Amazon gift card. So I always have plenty of money on my gift card. I also do not buy every book I read, a lot of them I get from the library. I have library cards to four different libraries! And I use their e-book section a lot!”
“Books are my biggest stress reliever,” Kristen said. “I do use kindle unlimited for a lot of my reading but I’ve also compared between Apple Books and Amazon when I need to purchase a book digitally. To answer the question, books are always going to be part of my budget it will be a sad day when I cannot afford to purchase what I want to read.”