Why Romance Books Captivate Readers

The love genre has experienced its fair share of transformations over the years — andRaeAnne Thaynehas seen many of these changes up close.

The author of a New York Times bestseller shares an experience from the beginning of her career when she was at a book signing at a library, and a library staff member looked at her book's cover and said, "Oh, I don't read"thosetypes of books" — meaning, naturally, romance novels.

But over the past 20 years or so, Thayne mentions that she has noticed a change in how people discuss romance. There was a period when romance novels were often looked down upon or carried a particular negative image, but throughout her nearly 40-year career, Thayne says she has witnessed these views largely disappear.

The emotions have definitely evolved," said the Utah-based writer to the Deseret News. "I don't know anyone in the publishing world who can't recognize the value that romance deserves.

The primary source of this admiration? Romance is consistently among the top-selling book categories — by a significant margin. Romance novels have "taken the lead" in the publishing industry in recent years, according toThe Atlantic, with romance print-book sales increasing by double between 2020 and 2023. Following that peak, romance sales continued to remain strongrose by almost 5% in 2025.

The genre's appeal has also grown in a different, more surprising manner: specialized romance bookstores have started opening throughout the country in recent years, including two that focus exclusively on romance in Utah.

There's no single cause for the genre's rise, although social media trends such as BookTok and the growing appeal of the "romantasygenre — Rebecca Yarros' romantasy phenomenon 'Fourth Wing' series had a major impact on romance sales in 2025, according toThe New York Times— have definitely taken on significant roles.

But, as Thayne can confirm, long before these more recent developments, readers have consistently been attracted to love stories. So what is it that causes readers to become enamored with romance novels?

Romance atop the bestseller chart

Romance fiction has been a major industry since its inception. The book generally recognized as the first English romance novel — Samuel Richardson’s "Pamela; or Virtue Rewarded," released in 1740 — is also regarded asthe first-ever bestseller.

He was succeeded by writers such as Ann Radcliffe, whose Gothic novels "The Mysteries of Udolpho" and "The Italian" became top-selling books in the 1790s, along with Frances Burney and Maria Edgeworth, whose realistic stories featuring romantic elements were extremely popular during the late 18th and early 19th centuries.

Many of these authors have influenced, in various ways, one of the most impactful writers in the romance genre today:Jane Austen, who "played a key role in creating the romantic comedy as we know it," asTime magazinewrote. Although Austen's novels were not particularly popular during her time, they gained widespread acclaim in the Victorian period and have remained a staple in romantic literature ever after.

Romance readers also help modern books become bestsellers. AuthorColleen Hoover— famous for romances such as “It Ends with Us” and “Verity” — had six of the top 10 positions on The New York Times’ bestseller list in 2022, and more physical copies of her books were sold that year (8.6 million) than copies of the Bible, according toThe New York Times. And Yarros' newest book, "Onyx Storm," set a record as the fastest-selling adult novel in two decades upon its release last year, with more than 2.7 million copies sold in just the first week.the Times also reported.

What keeps attracting romance readers at such a fast pace? In recent years, shifts within the book industry have certainly contributed — especially social media.

Thayne—having authored more than 70 romance novels and now releasing a new book, "The Rainy Day Bookshop"Coming this summer" — has witnessed some of these changes firsthand.

TikTok has clearly transformed the landscape of romance," Thayne stated, pointing out that books that become popular on the social media platform often sell in "unbelievable quantities that... authors couldn't have imagined back when we began our careers.

In addition to the numbers, she also thinks social media has contributed to creating a more connected group of romance readers.

Before social media, if a reader wanted to get in touch with me, they had to send me a letter through my publisher, and it would take weeks to arrive," she explained. "Now, if they read one of my books, they can instantly visit my website, find my email address, and send me a message or comment on social media. I believe they feel much more connected to the authors compared to how I felt when I first started reading.

A community of readers

That feeling of togetherness has also contributed to another romance trend — the emergence of bookstores specializing exclusively in romance novels.

The Romantics ArchiveIt launched in Ogden in November of the previous year, and while it offers a wide range of genres, it focuses primarily on romance. The store's owner, Nicole Trahan, mentioned to the Deseret News that she aimed to address what she considered a "significant gap" in northern Utah for "specialty bookstores."

Trahan began last year by participating in pop-up events and festivals during the summer, "just to see if I could help spread the joy of reading and romance novels," she mentioned, and gradually built up a fan base.

"That was the best part, as I gradually began forming a community, even prior to deciding to establish a real physical location for it," Trahan said.

Although The Romantics Archive is one of the latest, it is not the only bookstore focusing on romance. As of last year, there were 157 bookstores in the U.S. dedicated exclusively to romance — and more than half of them had been established in the past two years,The Associated Press reported.

A romance-focused bookstore exists in Salt Lake City,Lovebound Library, which debuted in 2024.

Now that The Romantics Archive has relocated to its new location, Trahan mentioned that maintaining and fostering a sense of community remains her top focus. The store has already begun hosting events for readers, such as author signings, and has many more plans in the works.

You can obtain books from any location, you can visit a store and pick up a book, but those larger retailers are selling books," Trahan stated. "But we aren't selling books. We're essentially offering a community of individuals. We connect with people personally, suggesting books and providing a secure environment for them.

‘Hot cocoa’ for readers

Even though romance novels are often referred to as "an escape" from reality, Thayne mentioned that she sees them more as a "resting place" from the pressures of the world.

The world is extremely stressful these days," she remarked. "Everyone seems to be angry all the time, leading to conflict in every place we go. I believe people are longing for a space where community matters, and where neighbors support one another.

That's the kind of world Thayne enjoys writing about—she refers to her books as "small-town contemporary romances, focusing on the community," although she mentions some people call them "hot cocoa for readers."

Romance is an excellent method to improve your mood and reduce stress. It offers solace in a world that can sometimes seem very bleak, and it helps bring focus back to us, reminding us that these feelings matter, and that romance holds significance.
RaeAnne Thayne

I'm completely fine with that," she said. "They refer to them as 'comfort reads,' and I really like the concept of offering comfort to others.

A common element in romance stories is that the plot concludes with a "happily ever after," offering a sense of security in an unpredictable world.

Trahan noted that she thinks more individuals have been turning to romance since the COVID-19 pandemic, as "there's a sense of happiness and fulfillment that comes with it."

Romance books saw an increase in popularity during the pandemic — a trend that typically occurs during difficult periods.

During the 2008 and 2009 Great Recession, purchases of nearly all consumer goods dropped — with the exception of romance novels,Forbesreported. "Sales increased."

A Harlequin executive told Forbesthat the romance book publisher experienced an increase in sales in 2008, despite a general decline in overall book sales. The publishing company also noticed a rise in sales during the uncertain period after 9/11.

Thayne mentions that in her novels, her characters frequently face tough situations, "experiencing real trials that we all encounter," such as cancer or difficulty conceiving, and she feels that books offer readers a method to encounter these genuine life challenges in a "safe manner."

Readers can observe characters facing difficulties, recognizing that they may be experiencing similar challenges, and witness those characters triumphing over them, which offers them hope that they too can overcome their own struggles.

Reading as a form of personal well-being

Thayne’s upcoming book, “The Rainy Day BookshopWill also include her characters facing some of these real-life issues. The book, set for release on June 6, tells the tale of a mother and daughter who learn to find peace in their relationship following a tragic accident that took the life of their husband and father.

The daughter feels responsible for the accident and stays away from her mother for many years before coming back home to assist her in running a bookstore. "And during this time, they gradually confront the past's wounds and discover healing together," Thayne said.

Of course, both the mother and daughter encounter romantic relationships along the journey. However, Thayne emphasizes that the book is primarily "a story about books and my passion for them."

She developed her passion for reading, especially for romance novels, from her mother. She mentioned that her mother was a "big reader" and frequently had romance books around the house, so she and her sisters would read them and then pass them along. From that point on, she said, romance novels became her "go-to" choice.

For Trahan, she mentioned that one of the factors that attracts her to romance books specifically is how they portray women's experiences.

(Romance) focuses on women's narratives and emotional awareness," Trahan stated. "It allows us to safely examine identity and connections.

While Trahan mentions that most of the customers she has encountered in her store have been women, she has been pleasantly surprised by the significant number of men who have also visited. Several of these men have even inquired if the store could launch a romance book club tailored specifically for male readers.

"There are many men who pass through here and enjoy this, and I believe that highlights the emotional impact these books have on individuals," Trahan said.

Thayne describes reading romance as "an act of self-care," and she feels it's crucial for women to discover methods to look after their well-being.

We don't prioritize our well-being enough, and I believe romance is an excellent way to improve your mood and reduce stress," Thayne stated. "It offers solace in a world that can sometimes seem very bleak, and it helps us stay grounded, reminding us that these feelings matter, and so does romance...

Every aspect of your world feels a bit improved when you have an amazing book to immerse yourself in.