On a Wednesday in the middle of August, seven of the ten best-selling titles at the Danish bookseller Saxo were about health, the body, food and the nervous system. Sundhed Indefra, Spis.Mere.Grønt.Nu. and 30 styrkende dage sat on a list that normally looks like that in January, when people buy their way out of the marzipan. Saxo’s head of communications, Camilla Leyla Lind, writes that in more than ten years in publishing she has never seen health titles take over an August like this.
Jon Fuglsang, a food sociologist at University College Copenhagen, reads it as a reaction to the summer itself. The holiday removes the routines, and by August people are looking for structure again. He also points out that the interest is not the same as the diet wave of ten years ago. Several ideals of the body are on the table at once, and the books are as much about the nervous system as about weight.
So…:
When in the year do your customers most want their structure back?
Source:
Picture:
Saxo (press)