Barnes & Noble Survey Reveals Thanksgiving Eve Is the Busiest Reading Day of the Year
November 13 2017 - 8:30AM
Business Wire
National Poll Conducted by Barnes &
Noble Finds Most Americans Turn to a Good Read to Get Through
Stressful Holiday Travels
Barnes & Noble, Inc. (NYSE:BKS), the world’s largest
retail bookseller, recently commissioned an independent survey to
explore consumer reading habits around the holiday season, and the
results revealed that Americans turn to books and periodicals on
Thanksgiving Eve more than any other day of the year to help ease
the stress of traveling. Historically, the Thanksgiving holiday is
the busiest travel time of the year, notorious for transportation
delays burdening travelers at every turn.
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“The holiday season is an exciting, but hectic time for people
all over the country. At Barnes & Noble, we know our customers
want a stress-free holiday experience, whether shopping for gifts
in-store or purchasing a good read to enjoy during their holiday
commutes,” says Liz Harwell, Senior Director of Merchandising,
Trade Books. “Knowing that Thanksgiving Eve is the busiest reading
day of the year, we’re excited to welcome customers into our stores
to take advantage of one-of-a-kind bookseller recommendations and
exclusives.”
It’s Official: Thanksgiving Eve Is the
Busiest Reading Day of the Year
Holiday travel is often characterized by crowds, delays and
traffic jams. However, when survey respondents take the time to
read while traveling, 73 percent report that reading makes the trip
more relaxing, while 72 percent say reading a book they enjoy makes
their trip more enjoyable. Reading is indeed the antidote to
holiday travel stress.
- Over three-fourths of Americans (77
percent) read at least one book, newspaper or magazine during
Thanksgiving travel or a typical holiday travel day.
- Nearly three-fourths of respondents (73
percent) generally think that traveling on Thanksgiving Eve is a
good time to bring a book they would enjoy and be able to
read.
- When thinking specifically about
traveling on Thanksgiving Eve, 60 percent of travelers typically
pack, purchase or borrow reading materials (books, newspaper,
magazines, digital books) specifically for their planned
travel.
- Slightly more than one-in-four
Americans (28 percent) think that bringing a great book along for
Thanksgiving could give them a way to get out of an uncomfortable
or awkward conversation with a relative or other guest.
Consumers Look Forward to Reading
During Holiday Travel
Because of the hustle and bustle of daily life, particularly
during holiday season, more than half of respondents reported that
they don’t get to read or enjoy books as much as they would like.
In fact, reading tops the list of what most consumers wish they had
more time to do, followed by spending time with loved ones and
exercise. Travel provides a respite of sorts; 71 percent of
respondents think that travel time is a good opportunity to catch
up on a good book or magazine they have been meaning to pick
up.
Respondents also found that the top five benefits of reading a
book while traveling, rated in order, are:
- Reading is a good pastime if I get
delayed while traveling.(56 percent)
- Reading is relaxing and helps ease the
stress of hectic traveling. (53 percent)
- A good book “transports” me somewhere
else. (47 percent)
- I can catch up on books that I have
wanted to read, but normally do not have the time to read. (47
percent)
- Reading gives me a chance to learn
something new. (46 percent)
In addition, when respondents find the time to read a book they
enjoy while traveling, 73 percent say that reading makes their trip
more relaxing, and 72 percent say reading a book they enjoy while
traveling makes their trip more enjoyable. This is a particularly
noteworthy finding in today’s travel environment, which is often
characterized by stressful and unenjoyable moments.
Holiday Travel Recommendations from
Barnes & Noble Booksellers to You
To help travelers make the most of their travel time – whether
spending two hours on the road or 10 – Barnes & Noble
booksellers can recommend the perfect read. Customers should visit
their local Barnes & Noble store and speak with a knowledgeable
bookseller or go online at BN.com to find the ideal book that will
help them get through their holiday commute.
Methodology
Barnes & Noble commissioned the survey, conducted as an
online poll among the U.S. General Population – 18+ years of age,
nationwide representative sample (n=1,028). The online poll was
conducted October 27-29, 2017, and the margin of error is +/- 3
percentage points (at the 95% Confidence Level).
About Barnes & Noble, Inc.
Barnes & Noble, Inc. (NYSE:BKS) is the world’s largest
retail bookseller, and a leading retailer of content, digital media
and educational products. The Company operates 632 Barnes &
Noble bookstores in 50 states, and one of the Web’s premier
e-commerce sites, BN.com (www.bn.com). The Nook Digital business
offers a lineup of popular NOOK® tablets and eReaders and an
expansive collection of digital reading and entertainment content
through the NOOK Store®. The NOOK Store features more than 4.5
million digital books in the US (www.nook.com), plus periodicals
and comics, and offers the ability to enjoy content across a wide
array of popular devices through Free NOOK Reading Apps™ available
for Android™, iOS® and Windows®.
General information on Barnes & Noble, Inc. can be obtained
by visiting the Company's corporate website at
www.barnesandnobleinc.com.
Barnes & Noble®, Barnes & Noble Booksellers® and Barnes
& Noble.com® are trademarks of Barnes & Noble, Inc. or its
affiliates. NOOK® and the NOOK logos are trademarks of Nook
Digital, LLC or its affiliates.
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version on businesswire.com: http://www.businesswire.com/news/home/20171113005597/en/
Barnes & Noble, Inc.Mary Ellen Keating, 212-633-3323Senior
Vice PresidentCorporate Communicationsmkeating@bn.comorMei Sanchez,
212-633-3579ManagerCorporate Communicationsmsanchez@bn.com
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