It is no secret that Christmas is the largest commercial holiday in the world, and while trees, lights, and stockings are a big part of that, the real standout of the night are the gifts. Holiday gifts are an opportunity to show our loved ones how much we care about them, but perhaps more importantly, how well we know them.
From stand mixers to iPhones, toy cars to eyeliner, there are a million ways to show people we care. Every year, however, one gift rises above the rest. Books are not only a uniquely perfect holiday present, but the publishing industry is actually deeply responsible for how we celebrate come December.
Christmas was not always celebrated in this fashion. Early American settlers treated it as something far more subdued, a quiet time of religious reflection spent with family. If gifts were given, they were almost always handmade.
This began to change in the early 19th century as American culture shifted away from the baby in the manger, to a more secularized vision of holiday celebration. With this shift came the commercial sale of items sold for the express purpose of gift-giving. This was in no small part due to the publishing industry. In the early 1800s books were some of the first commercially produced presents, and In the early 1800s, over half of Christmas advertising was dedicated to the sale of books.
In the 1820s, publishers began creating “gift books” designed specifically to give to loved ones around the holidays. These books were typically anthologies of poems, essays, and short stories. To add a personalized effect, they were often sold with “presentation plates” that allowed the giver to add a message or personal touch.
The Industrial Revolution saw an increase in the speed at which paper could be produced, and a decline in cost, making books far more affordable and accessible. With it came rising literacy rates, and by the 1920s, in some parts of the country, nearly 70% of the population could read, a higher number than ever before.
A 1914 issue of the New York Times captured the presence of books on the holiday market perfectly, saying “The war is not the greatest thing in the world, it cannot destroy Christmas, the publishers are here to help!” To this day, books remain a highly competitive holiday commodity. Publishers are known to release their most anticipated titles in the weeks leading up to Christmas. In Iceland, there is a tradition of exchanging books on Christmas Eve, which caused the Icelandic to coin the excellent term jólabókaflóð (yo-la-bok-a-flot) meaning “Christmas Book Flood”.
Books remain competitive in a way no other product can simply due to the fact that they span interest and industry. From tech to fashion, entertainment to astrology, if it exists, there is a book about it. Books also foster the unique opportunity of a shared experience. Nothing is quite so heartwarming as someone getting you a book they think you will like, with the exception of the spirited debates to be had once you have both finished reading.
In a world full of potential gifts, few offer such an intimate opportunity to show someone that you understand their interests and passions, and that you are willing to occupy that space with them. Even if only for a few hours, within the turning of pages.
This holiday season, we wish you a cozy nook, a cup of something warm, and a book picked out by someone who loves you.
Happy reading!
For more information visit:
Bourne, Michael, “How the Book Business Invented Modern Gift-Giving”, Literary Hub, December 8, 2015
MacDonnel, Kevin, “The American Gift Book”, The Antiquarian Booksellers Association of America
