We’re happy to announce that our latest study, Winning Kidlit: The Impact of Children’s Book Awards 2022 is now available exclusively to SalesData and LibraryData subscribers, through the SalesData and LibraryData Research Portal.
With data from 2020 to 2022, Winning Kidlit offers insight into both the sales and library circulation of winning and shortlisted print titles from 15 national and international children’s literary awards, including the Forest of Reading Awards, Canadian Children’s Book Centre Awards, Governor General’s Literary Awards for Young People’s Literature, and American Library Association Awards.
The Juvenile and Young Adult market
Juvenile and Young Adult titles make up a vital portion of the Canadian book market and Canadian library circulation every year.
According to our annual report the Canadian Book Market 2022, there were over 150,000 Juvenile and Young Adult ISBNs reporting sales last year, a combined 23% of all ISBNs reported. Altogether, Juvenile and Young Adult titles accounted for 41% of book sales and 52% of library loans in 2022, shown in the graph below.
Market and library share of Juvenile and Young Adult titles, 2020 to 2022
In the Canadian Book Consumer Study 2022, we found that 27% of books purchased by Canadian book buyers were Juvenile or Young Adult titles. Of these buyers, 61% lived in a household with a child or young adult under the age of 18. And almost half of the purchases were for someone else at 45%, compared to only 20% of all books purchased by Canadians in 2022. These books were purchased for:
a middle grade child (ages 8-12) — 35%;
a young child (ages 4-7) — 22%;
a young child (ages 0-3) — 19%;
a young adult (ages 13-17) — 15%; and
an adult (ages 18 or over) — 9%.
The Canadian Leisure and Reading Study 2022 revealed that 26% of Canadian readers are caregivers to a child or young adult. Altogether, 23% of the print books they read come from the public library, while 18% come from a bookstore that sells new books, 13% from an online retailer, and many other places. These caregivers are also more likely to read a book aloud to someone else, with 36% reading aloud every day compared to only 12% of all Canadian readers.
Awards impact
Children’s book awards play an important role in highlighting Juvenile and Young Adult titles in the Canadian book industry. In new data collected for the forthcoming Canadian Book Consumer Study 2023, 16% of Canadian book buyers and 20% of book borrowers were very familiar or moderately familiar with one or more Children’s literary awards, shown in the graph below.
Familiarity of Canadian book buyers and borrowers with Children’s book awards, first quarter of 2023
In more detail, in the first quarter of 2023:
Governor General’s Award for Young People’s Literature — 24% of buyers and 26% of borrowers were very or moderately familiar.
Newbery Medal — 19% of buyers and 24% of borrowers were very or moderately familiar.
TD Canadian Children’s Literature Award — 17% of buyers and 19% of borrowers were very or moderately familiar.
Canadian Children's Book Centre Awards — 17% of buyers and 18% of borrowers were very or moderately familiar.
Caldecott Medal — 12% of buyers and 14% of borrowers were very or moderately familiar.
Forest of Reading Awards — 11% of buyers and 15% of borrowers were very or moderately familiar.
More broadly, Canadian readers are also aware of these awards, as reported in the Canadian Leisure and Reading Study 2022. In 2022, 29% of Canadian readers were aware of the Governor General’s Literary Awards, 11% were aware of the Canadian Children’s Book Centre Awards, and 6% were aware of the Forest of Reading Awards.
What impact do these awards have on the Canadian market?
Our new study Winning Kidlit: The Impact of Children’s Book Awards 2022 (available exclusively to SalesData and LibraryData subscribers, through the Research Portal) explores the direct impact of each award on sales and library circulation in Canada, offering insight into the number of units sold, loans, holds, and more for the shortlisted and winning titles from 15 children’s literary awards.
Here’s a sneak peek at the results.
The numbers below are the average percentage change in print sales and library loans for award shortlists and winners surrounding the shortlist and winner announcement dates, compared to the overall Juvenile and Young Adult markets. Across 2020 to 2022, the shortlisted and winning titles for all Children’s book awards saw significant increases compared to the total children’s book market.
Average percent change in sales by announcement for all Children’s book awards, 2020 to 2022
Shortlist announcement
All shortlist sales: 692%
All winner sales: 1,382%
All Juvenile and Young Adult sales: 1%
Winner announcement
All shortlist sales: 41%
All winner sales: 78%
All Juvenile and Young Adult sales: 10%
Average percent change in loans by announcement for all Children’s book awards, 2020 to 2022
Shortlist announcement
All shortlist loans: 12%
All winner loans: 50%
All Juvenile and Young Adult loans: -1%
Winner announcement
All shortlist loans: 41%
All winner loans: 123%
All Juvenile and Young Adult loans: 11%
Curious for more data on children’s book awards? Check out the SalesData and LibraryData Research Portal to download the study now! Or, if you’re not already a subscriber, find out how to sign up for SalesData and LibraryData.
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