Australian Online Book Communities Boost Romance Genre and Merchandise

Sydney Pop-Up Event Highlights Fan Engagement

A recent merchandise pop-up shop in Sydney attracted numerous attendees who browsed book-themed items, including stickers, bookmarks, and clothing. T-shirts displayed slogans such as 'romance readers club' and 'probably reading about fairies'. A poster offered tear-off tabs for specific romance tropes, including 'love triangle,' 'love confession mid-dragon battle,' 'morally grey man,' and 'cowboy,' with half of the tabs already collected by attendees. The event, hosted by Books With Jess, an Australian small business specializing in handmade book-themed merchandise, saw queues extending down the block, following promotion to its 23,000 Instagram followers.

Growth of Online Book Communities

This event is part of a trend of gatherings originating from Australia's online book community. Online book communities, particularly Booktok on TikTok and Bookstagram on Instagram, have seen increased engagement since 2020. Romance and romantasy, a subgenre combining romance and fantasy, are identified as popular genres within these communities. The primary participants are women in their 20s and 30s who have experience with online fan communities.

Reader Experiences and Connections

Jess, a 25-year-old secondary school teacher from Brisbane, began reviewing romance novels on her Instagram account in 2020. She described growing up during the 'Wattpad era,' a period associated with fan-fiction, and noted that much of its content was romance-based. She began reading more romance novels during university and currently reads between 200 and 400 books annually. Her Bookstagram account has facilitated connections with other romance readers both nationally and internationally, including a future housemate and friends in America and Germany.

Online Retailers and Market Trends

Cousins Aleyna and Leyla, founders of the online store Trilogy of Romance, stated that the online community is a significant factor in the genre's appeal. They established their store to cater to romance novel enthusiasts, indicating that they observed a lack of dedicated, judgment-free spaces for romance, particularly darker and trope-driven romance, in traditional bookstores. They reported positive reception, noting the development of a 'loyal, engaged community' supporting their store and each other. Their customer base consists primarily of women aged 20-40, with a stated preference for 'morally grey characters.' Hockey romance is also popular. They reported dark romance as the highest-selling category for both books and merchandise.

Traditional Book Market Observations

According to Neilsen Bookscan data, romance is among the fastest-growing genres, alongside science fiction, in 2024. However, Australian bookstores generally do not feature extensive romance sections. Beyond popular titles like 'A Court of Thorns and Roses' and 'Fourth Wing,' most romance readers primarily utilize ebooks. For physical browsing, readers visit the Sydney bookstore Romancing the Novel. Scarlett Hopper, the 29-year-old owner of Romancing the Novel and a romance author, stated that customers frequently incorporate visits to her store into their daily plans. She noted that the store attracts male readers unfamiliar with romance but interested in exploring the genre, or those who enjoy fantasy and seek recommendations after reading titles such as 'Fourth Wing'.