What have BookBub readers been most interested in lately? There’s no one better to answer this question than our editors, so they’ve compiled a list of trends that are working well right now across a variety of categories, from romances to thrillers and beyond. Read on to find out which books might be a good fit for an upcoming Featured Deal or New Release for Less, or get inspiration for your next BookBub Ads campaign!
The Editorial Review Process
Below, we share some tropes and trends that have been working well recently in a few of our categories, and examples of books we’ve run that include these elements. While our editors would love to see more books that meet these descriptions, keep in mind that this list is not exhaustive — there are lots of other themes, tropes, and subjects that our readers enjoy in each of these categories!
Also, because we receive so many submissions, not every book that falls into one of these areas will necessarily get selected for a feature. Even if a book is a good fit for our audience, timing is everything, and we may simply not have room for your book when you submit! Lastly, note that these trends are not evergreen — our readers’ tastes and preferences typically change over time, so be sure to subscribe to the Partners Blog for future trend updates like this one.
You can jump to trends within a specific genre here:
Romance
American Historical Romance: Frontier Settings
While western romances set in the late 1800s tend to be the staple of this subgenre, books with frontier settings have been grabbing attention. These are usually set in the 1700s in places like Kentucky, Minnesota, and upstate New York, where instead of ranches, readers get farms and homesteads — but mail-order brides, marriages of convenience, and other beloved tropes remain front and center!
Example:
Desperate to avoid losing her family’s Kentucky homestead, Keturah Elliot decides to enter a marriage of convenience to protect everything she holds dear. Can she find the courage to open her heart to the most promising candidate, wealthy Daniel Scott?
New Adult Romance: Secret Babies
From accidental pregnancies to single parents finding love, readers across romance subgenres love plots with a baby tied in. And the trope our New Adult Romance readers are loving right now? Secret babies! These books usually feature a relationship or one-night stand that leads to an accidental pregnancy after the couple has parted ways — but fate throws the former flames back together, and the single mom has no choice but to reveal her secret. In addition to the appeal of a baby bringing the central couple together, the secret baby trope often incorporates other elements our readers love, like second-chance romance, instant family, one-night stand, and many more.
Example:
Years after Ivy’s high school sweetheart broke her heart, he returns to their hometown hoping for a second chance. But Micah’s in for the shock of his life when he finds out she has a daughter — who looks just like him…
Time Travel Romance: Changing the Past
If you had the chance to change your fate, would you? Our Time Travel Romance readers certainly would! They are swooning for books that feature a protagonist who has the opportunity to alter the past — whether it be moments in their own life or larger historical events. These books generally involve much more recent history than is otherwise typical in the category, but our readers can’t get enough!
Example:
In the midst of a vicious divorce, Josie Gardner suddenly wakes up 30 years in the past. Desperate to get back to her children, she works to fix her mistakes — but a chance encounter with her high school sweetheart could provide a second chance at everything… A captivating time travel romance!
Speculative Fiction
Fantasy: Cozy Fantasies
Cozy fantasy is picking up steam in the broader market, and BookBub readers are no exception! Fantasy books with low stakes, an emphasis on friendship, and slice-of-life storytelling are taking readers by storm. From tales of café owners to bartenders and beyond, these heartwarming, feel-good stories have been consistent hits with our Fantasy readers in recent months.
Example:
“A worthy addition to the growing trend of cozy fantasy” (Publishers Weekly): As a Hunter of the Cursed, Emma’s job is to eradicate monsters and magic. When she discovers her own powers, she abandons her duties to lead a quiet life as a bartender — until she’s confronted by an exiled fairy and a supposed scientist!
Supernatural Suspense: Paranormal Women’s Fiction
Midlife and magic and mayhem, oh my! Magic-filled books featuring middle-aged female protagonists have been killing it with our Supernatural Suspense readers lately. This trend correlates with the emerging subgenre of paranormal women’s fiction, where books center on the woes of aging — divorce, retirement, life as an empty nester, etc. — with magical high jinks thrown in! Though books like this have been around for a while (think Practical Magic), the formal genre name and growing popularity with audiences are newer and very exciting developments.
Example:
When her busy life in London implodes, sixtysomething divorcée Delia decides to escape to the quiet village of Myrtlewood. But she soon discovers that not everything in the small town is what it seems… This recent release kicks off a captivating paranormal women’s fiction series filled with magic and mayhem!
Other Fiction
Action & Adventure: Archaeological Adventures
Who wouldn’t want to experience the thrill of untangling a world-altering conspiracy via the pages of a gripping novel? Our Action & Adventure readers love a pulse-pounding adventure, and books with a race against the clock to keep a priceless artifact out of enemy hands are consistent favorites. Treasure hunting plots can come in many different forms, but our most popular ones right now tend to have some sort of national or global catastrophe at stake if the protagonist doesn’t complete their mission in time — and the higher the stakes, the better!
Example:
An action-packed adventure perfect for fans of Dan Brown: When scientists drill a hole in the surface of East Antarctica, an ancient artifact is found buried deep within the ice — and with several nations vying for possession, treasure hunter Sam Reilly will have to keep dangerous information out of the wrong hands…
Cozy Mysteries: Missing in Action
A missing person case with a dash of quirky humor? Yes, please! Lately, our Cozy Mysteries readers can’t get enough of stories involving disappearances and missing people. In a category where we mostly see readers gravitate toward lighthearted takes on murder investigations, this trend signifies emerging interest in other types of mysteries, which is fun to see! Whether the missing person vanished years ago in a cold case or is more recently MIA, these kinds of whodunits have become incredibly popular.
Example:
A new series starter: When Cape Cod librarian Faith Newberry learns her predecessor is missing and the library’s prized first edition by Sir Arthur Conan Doyle is a fake, she enlists her clever cat and the Candle House Book Club to investigate — but someone will go to great lengths to keep the truth buried…
Humor: Quirky Mysteries
Mysteries and thrillers with a funny bone have been doing incredibly well in our Humor category! Titles featuring wacky protagonists — from snarky amateur sleuths digging up trouble to clueless assassins forced on the run — are grabbing the attention of our readers, with no signs of slowing down anytime soon.
Example:
When Jake, a houseboat-dwelling pianist, gets mistaken for a private investigator, he thinks it’ll be easy enough to pull off a fake investigation. But he soon finds himself tangled in a dangerous case of intrigue and murder! A hilarious crime caper and 2024 release.
Psychological Thrillers: Impossible Situations
Psychological Thrillers readers always love a twist — but one type of plot hook that’s been drawing them in more than ever is the impossible situation: when the protagonist learns of something that could not be true, but is. From mysterious photographs to shocking encounters, these chilling discoveries lead to propulsive, unexpected revelations that remind us appearances often hide dark truths.
Example:
A recent release! Claire is stunned when she sees a desperate plea on Facebook from a woman searching for her missing family — because the attached photograph is of her husband and daughter. A family’s secrets unravel in this gripping work of domestic suspense.
Teen & YA: Dark Academia
Books set at magical academies are currently performing very well in our Teen & YA category, with a particular focus on the industry-wide trend of dark academia. Enchanting schools filled with mystery, romance, and danger are the perfect backdrop for these compelling stories — and a protagonist trying to unravel the institution’s dark secrets? Even better!
Example:
After Wild’s younger brother is chosen to attend a secret academy — the very same one where her older brother mysteriously died — Wild decides to take his place. Soon, she’s swept up in an enchanting, dangerous world… “A bold twist on a classic magical young adult adventure” (USA Today bestselling author Jaymin Eve).
Nonfiction
Advice & How-To: Let’s Get Physical
Our Advice & How-To subscribers continue to gravitate toward books that promise to improve their functional strength, flexibility, and range of motion. These readers are looking for simple, medically informed stretches or exercises that they can perform in just a few minutes each day, with no special equipment required. Bonus points for instructional photographs or illustrations!
Example:
At a time when it’s easy to be sedentary, stretching can help keep you full of energy and free of pain for years to come. Learn how to maximize and maintain your mobility with this fully illustrated, science-backed guide to home stretching, featuring more than 100 safe, effective poses.
