How to tap into the folklore trend this Autumn
Folklore is enjoying a fresh lease of life, weaving its way into fashion, interiors and popular culture. From rustic, whimsical aesthetics to digital detoxes and a renewed love of local stories, we’re seeing a growing appetite for nostalgia, nature and all things homespun. So why is folklore resonating with customers, and how can you incorporate it into your product range this autumn? We asked Account Manager Caroline to share her tips and insights.
Why folklore is resonating now
"Folklore to me is the passing down of traditional beliefs, traditions, and stories. It allows people to explore their roots through storytelling.
"In this age of AI & digital fatigue, people have a real thirst for escapism and finding joy. There’s comfort in curling up with a book that takes you to magical places. Folklore feels cosy and earthy; it is grounding but escapist at the same time. There has been increased interest in slow living and tradition, and folklore provides this through a warm, nostalgic celebration of beliefs, cultural customs and connection to nature."
Bring the folklore trend into your range
"Books on this topic have always sold well for some of our specialist retailers, but now all kinds of people are embracing the trend. It’s a theme that can be quite versatile with the potential to complement a range of mainstream topics. Folk tales and visuals often draw heavily from nature, so it links well with gardening, botanicals and foraging. Sally Coulthard’s books are extremely popular, and Fungi Lore is latest from her ‘Lore’ series. Mushroom titles continue to sell well, and this one has gorgeous illustrations and knowledge about medicine, magic, storytelling, and ancient customs relating to fungi. Try merchandising folklore titles alongside nature-related products, gardening books and walking guides to create a broader themed display.
"Folk titles do well for a lot of our gift and lifestyle customers, and the folk aesthetic is a huge interiors trend right now. It’s all about earthy, cosy vibes and handcrafted, individual style. Woven baskets are popular, inspired by the new Wicker film, and we’re seeing lots of heritage florals, quilts and organic textures in muted tones. Adding a few folklore books alongside homewares sets an inviting scene, helps highlight the trend and provides some inspiration for customers."
Make it local and seasonal
"It’s also a theme you can use to add a local element to your range. Every region has its own folklore, and books can help educate your customers and make them feel better connected to the area they live in or are visiting. People are really responding to local product and the stories behind place, and we have books that share folk stories and fairy tales specific to different UK countries and regions. Books can help educate your customers and make them feel better connected to the area they live in or are visiting, making them a natural addition to local and regional displays.”
"It's also great for the current season. Folklore connects well with Halloween themes and is perfect for a traditional approach to the occasion. If bright pumpkins or cartoon ghosts aren’t your customers’ vibe, folklore can help you adopt a more subtle approach to suit your existing offering. I love Witch’s Orchard, the newest title from Kew's esoteric Witch's Garden series. They’re informative and fun reads celebrating the magic & folklore of nature, and the gorgeous, vivid covers look really attractive in displays. This one would pair perfectly with the World of Witches 1000 Piece Jigsaw Puzzle for an eye-catching Halloween display."
