For Coloring Book Day , which is celebrated on August 2, Wildberries analysts studied the demand for these products over the first seven months of this year.
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It turned out that the most noticeable increase in sales compared to the same period last year was shown by coloring books for adults – demand for them increased by 5.3 times. At the same time, sales of children's coloring books increased “only” 2.4 times.
In total, sales of coloring books on Wildberries for the period from January to July increased by 3.1 times compared to the same period last year – to 3.4 million pieces.
Interestingly, this year coloring books for boys began to be purchased more often than in the past: if in the first seven months of 2023, for every 100 coloring books sold for girls there were about 40 coloring books for boys, then in the reporting period – already a little more than 50.
Anti-stress coloring books also showed a significant increase in sales – demand for them increased by more than 3.5 times. But sales of educational coloring books, on the contrary, have decreased by more than three times over the year.
Among thematic and “genre” coloring books, the most popular products at Wildberries this year are anti-stress coloring books for adults “A Boy’s Word”, “Blue Tractor” coloring books, coloring books for girls with unicorns, mermaids and princesses, as well as anti-stress coloring books for adults with Mandala patterns.
“The boom in adult coloring books began back in the mid -2010s . However, consumer interest continues to grow to this day. This has become a popular hobby, including in Russia. Thematic clubs and exhibitions appear. And psychotherapists have long been prescribing coloring books for adults as therapy to relieve stress , ” the Wildberries press service commented on the results of the study.
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