Why quiz and puzzle books aren't a passing trend.
With Christmas parties, family get-togethers and plenty of time spent around the table, quiz and puzzle books have a natural place in the festive mix. But their surge in popularity points to a wider shift in consumer behaviour, creating opportunities for retailers well beyond the Christmas rush.
A growing category
2025 has been a record-breaking year for quiz, puzzle and trivia book sales, and we’re seeing the same enthusiasm reflected in our own figures. Puzzle book sales at Bookspeed grew by 29% in the 2025/26 financial year, with sales a further 10% up year to date. And it’s not just a passing trend, with NielsenIQ BookData reporting puzzle book sales up 91% in 2026 compared with 2019.
“This category is a big area of growth for us,” says Gavin, Senior Key Account Manager at Bookspeed. “Customers are looking for this kind of thing in the run-up to Christmas, but they’re great sellers all year round and they’re especially popular for gifting.”
Why they’re selling well
It’s clear there’s an appetite for a good brainteaser. While digital games like The New York Times’ Wordle and Connections have captured a huge audience, physical quiz and puzzle books offer the chance to enjoy the same challenge without the risk of slipping into doom-scrolling.
As more people take digital detoxes seriously, puzzle books tap into growing interest in slower, more mindful leisure activities. As Gavin explains: “Hands-on hobbies are trending because people are trying to spend less time on their screens, so I think that’s a big part of the reason they’re so popular.” In a world of attention-hungry algorithms, taking the time to solve a puzzle and challenge your brain in a different way feels like a small act of self-care.
New audiences, new opportunities
Once associated with older generations, quiz and puzzle books are capturing the interest of younger generations, too. The ‘grandma hobbies’ trend has brought new appeal to hands-on activities, from knitting to adult sticker books and sudoku, creating new opportunities for retailers to connect with younger audiences.
Pop culture offers another way to reach specific customer groups. Books built around much-loved TV shows, such as The 1% Club quiz books, tap into existing fan bases and make an easy pick for gift buyers. The category also lends itself to trend-led themes and aesthetics, helping retailers target specific interests, cross-merchandise titles with complementary products and create displays that fit the wider look and feel of their shop.
And making the most of these opportunities doesn’t have to mean buying lots of new stock. As Gavin suggests: “The best bit of merchandising is often just taking products you already have, adding in something fresh and changing the emphasis. You don't need to reinvent what you do. You might already stock a few games or puzzle books and could create a Christmas party-themed display by bringing in one or two festive titles and cross-merchandising with items you already sell to fit a home entertaining theme.”
Making the most of Christmas
Family games, quizzes and puzzle books are a natural fit for the festive season. “Jigsaws, games and quiz books all see their maximum sales in the run up to Christmas. It's the perfect time for those products because people are entertaining friends and family and wanting shared experiences,” explains Gavin.
Accessible price points and gift-friendly formats make them easy add-on purchases and stocking fillers, and a handy way to keep guests entertained. Gavin points out: “A lot of these games and quizzes are intergenerational. They work for different ages and family dynamics and really bring people together.”
While Christmas brings a seasonal sales peak, the category’s continued growth and year-round appeal give retailers plenty of reasons to make quiz and puzzle books a lasting part of their ranges.
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