“Big demand for anything that taps into the quest for a simple life and romantic escapism.”
For our 2021 predictions, I thought it would be good to have a transatlantic market insight from me for the UK and from our managing editor, Michele Rubin, for the US. These are aimed particularly at debut writers.
The trade will continue to be wary of any novel that is Covidcentric. Once we’re all out of the woods, there may be room for novels that tackle this subject, especially in the form of psychological thrillers and sci-fi. There’s definitely space for more romance novel(s) in lockdown. I can see lockdown nostalgia – lockdownstalgia? – becoming popular both in fiction and non-fiction: books that focus on getting back to basics, keeping local, becoming self-sufficient where possible, friendship, and so on.
Readers will want pure escapism: women’s commercial novels helmed by (mid-life is in vogue) strong female leads with agency, focussing on life hardships and friendship, and bold hybrid-genre novels that bring a blend of romance, mystery, and adventure. Something that will make us grip the edge of our seats and has that warm, cosy feeling when the right thing happens in the end. Historical novels in both markets continue to be on the upswing – they feel escapist and distanced from the news, but still can tackle real issues.
In the US particularly there’s a big cottage-core following. Stories with romantic hideaways often in a UK setting, with animals – particularly chickens! – beautiful costumes, home-baking. Anything that taps into the quest for a simple life and romantic escapism. Also – witches! DNA secrets! Off-beat romance!
On the non-fiction side, we’ll see books about race, identity, underrepresented voices, and memoirs that (a la cottage-core again) touch on the natural world as part of the architecture of the story. Books that echo climate change fears and the idea of nature and beauty being fragile. There will be tons of books on the US election and Brexit. Worldwide, the trade will want lots of books on Covid from named experts, top journalists, scientists, and politicians.
We’ll continue to see children’s books that have heart and flex the imagination. Mystery, historical, high-adrenaline adventure, and fantasy remain strong. Fiction that is funny, especially for middle grade, is still hugely popular, and more so given our current times. MG and young adult books with social issues at their core; books with a climate theme; stories with bold characters. Own-voices novels and inclusive fiction are the main drivers, and the trade is working hard to catch up and meet this demand. But it is happening.
On both sides of the Atlantic, we’re looking forward to 2021, albeit with some trepidation given the current situation. We’ll continue to hunt out books that deliver the unexpected, challenge the status quo, and allow us to escape from, or re-connect with, the world.