Coloring Books are Here to Stay by Elizabeth Martins
In 2015, when adult coloring books hit the scene, many people saw them as a tool for de-stressing. Now we are seeing them evolve into a medium that serves to convey the individual niche interests of customers. For example, spiritual coloring books and resources like Complete Guide to Bible Journaling are more popular than ever, offering a new way for people to creatively express their faith. Name-brand coloring books are on the rise as well, giving brand followers a new opportunity to proudly support their favorite movie, musician, or even fashion line. We’re likely to see more companies partnering with publishers, in the same way that iconic fashion brand Vera Bradley has partnered with Fox Chapel Publishing, to promote their portfolio of work.
Fox Chapel’s sales representatives, who are on the frontline with booksellers nationwide, don’t see an end in sight to the coloring trend. However, they do see the coloring book movement evolving from fad to mainstay. Like any genre that experiences a drastic surge, over time some players are expected to drop out. But this opens the door for publishers and artists alike who are dedicated to producing high-quality, diverse, and innovative titles that customers have a desire for. “The key with coloring is variety,” says Wendy Calta, Fox Chapel’s sales account manager. Fox Chapel is happy to continuing following the trends of this exciting genre. In fact, they’ve introduced DO Magazine, an adult coloring book publication, as a way to stay in touch with coloring hobbyists.
While some assume the trend is leveling out, coloring book sales were actually higher in 2016 than 2015 according to BookScan data. The category even helped boost print unit sales of adult nonfiction titles by 12%. It’ll be interesting to continue watching how the coloring book category will continue to serve its customers over time. While the trend allegedly began as a way to relax from daily demands of life, it has now seeped into the fabric of our society as a central component to the book publishing industry. It is also moving into the gift market. “There remains a need for publishing companies to enter the gift market to introduce new content and formats within this category,” says David Miller, Fox Chapel’s marketing director.
While many industries, brands, and pop culture powerhouses will continue using coloring books as an additional way to engage with fans, there’s still always the case that coloring books continue to provide a meditative, health-boosting way to de-stress and also serve as a way for people to participate in pop culture.
Fox Chapel Publishing | Public Relations Manager