Reading has never been more in. Thanks to influencers on TikTok, YouTube, and Instagram, millions of books have been flying off the shelves in bookstores like Barnes & Noble, which closed stores in 2020 due to the pandemic—they were brought back from the brink that same year by the demand for literature. Being stuck indoors made people yearn for stories, long for narratives that would take them far away from reality. Although we are a handful of years removed from the pandemic, book sales have remained on the rise with some minor plateaus. One cannot ignore the righteous movement of young women (and men, but mostly women) who are clearing the shelves at their local bookstores. Many of them are taking to social media to share their book hauls, favorite characters, and their reactions to plot twists. The community of readers on TikTok, aptly named ‘BookTok,’ is sitting at over 370 billion views as of July 2025, according to Forbes in their article about BookTok’s success. The most popular genre on BookTok and across Gen Z is romance. 

A decade ago, romance was reserved for middle-aged women and was often ostracized for not being “real literature.” Now, it is sung to the highest praises; it is cool, trendy, and the best-selling book genre besides young adult in the United States. How did we get here? 

Although it might have felt that way, this was not an overnight sensation. This movement has been gradually building for years. What does this sudden fever for love-centric stories tell us about the people who are buying them in bulk? Why are the younger generations suddenly so captivated by page-turning romantic dramas? The answers may be more complicated than previously thought. 

Why Is Romance So Beloved by Gen Z Readers?

Let’s examine some statistics: Data from Book Riot shows that 39 million romance books were sold in print in the United States in 2023, which is more than double that of 2020. This shows that the genre has been growing at a very startling rate since the pandemic. Public Books did some digging into Goodreads data and found that out of 600,000 shelved books by independent users, 216,000 were romance! Additionally, romance is the largest category on Goodreads, outpacing others like young adult, science fiction, and mystery. Avid readers are consciously making the choices to put multiple romance novels in their to-read lists. In a recent Forbes survey, it states that “Gen Z also reads more romance compared to other generations, at 43% (Gen Z) vs 30% (Millennials).” This evidence clearly shows that Gen Z is keenly interested in the genre. It is startling to see the popularity skyrocket with such a hotly debated genre. Romance was once the black sheep, the one you whispered about, the genre that you judged people for reading. Critical readers and detractors argue that romance is not “real” literature, claiming it’s a waste of time because it teaches nothing and is often sexual in nature. There is still a large movement of readers who feel this way, but they have been drowned out by the adoration surrounding the genre. 

So finally, to the question we are all asking: why romance? The answer is simple: romance is fun. It’s sticky with emotion and attraction; it fills your stomach with butterflies and lingers below the skin. Romance is alluring to people because it plays with their hearts. For a brief moment, you are stuck in the story, experiencing a blossoming relationship right before your eyes. This heartfelt genre is a bright spot in the often dull reality we are forced to exist in—it is no coincidence that readers are searching for escape amidst a stressful world. Love-centric stories are easy to market and sell, with brightly colored covers, playful dialogue, and cheesy titles that make it almost impossible not to fall into. Readers are invested in the ‘will they, won’t they’ tropes. They want to see banter, playful fights, cheeky one-liners, and blushing cheeks. They want to feel the heat radiating off the page.

How Is This Affecting Gen Z’s Romantic Relationships?

Readers everywhere who enjoy romance often daydream about their own love life. Whether in a relationship or not, it is not shocking to see bookworms swoon and ache for the kind of romance that fictional characters have. In The Red Queen by Victoria Aveyard, the main character, Mare, is caught between two princes who vie for her attention. Who doesn’t want to be adored that much? It is fulfilling to many readers to see these stories play out and imagine what it would be like to be in them—to be the one that the love interests fight over. This is a common trope in a lot of relationship-driven stories. Most romance books follow a basic formula: the main characters meet in some strange circumstance, there may be some friction, then a tragedy befalls one, and the other swoops in to save them. What follows is the happily ever after the reader is searching for. This predictability offers a sense of comfort, even with the sequences switched around. Reading romance is a safe way to explore and dive into complex emotions such as attraction, longing, and love. 

However, there are concerns that reading romance and obsessing over fictional characters can be damaging to readers’ perspectives by creating unrealistic expectations for their own love lives. After all, real relationships are rarely true to those stuck between the pages. It can also be argued that instead of pursuing relationships, Gen Z is relying too much on reading about them rather than experiencing them. Although these issues may affect a small majority, the bigger picture is crystal clear; expectations are high because they should be. Young women are understanding their worth, building their confidence, and not putting up with anything less than royal treatment. For many, these fairytale endings are possible if you find the right person. It is also significant to mention that the reason why romance was taboo was because women loved the genre, and no one is surprised to see that the longstanding tradition of hating women having fun and enjoying themselves still lives.

The New York Post published an article about how romance novels are shaping real-life relationships; in a survey done by 2,000 people, around 30% found that their expectations for love were influenced by the romance books they read. That is an exceptional amount! Not only that, but more than 50% of people were more particular when finding a partner, and isn’t this for the better? To be more critical of other people and find the person who will fit right beside you? Isn’t that the whole point of any of this? To love and be loved?

What Does a Gen Z Book Lover Think About All This?

I am the target demographic for romance novels: A twenty-two-year-old hopeless romantic who enjoys literature and fills her head with outlandishly wild fantasies. As a recovering romance hater, I am dipping my toes into the genre ever so slightly, scoping out the new territory. I used to be snobbish and uptight about what others read, especially regarding romance and erotica, but after being on BookTok for a while, I gained new perspectives. Besides, I can’t resist the genre of love’s persuasive pull. I can see clearly the shift in the public attitude toward reading romance: what was once scandalous is now trendy. BookTok, although problematic at times, is a community fostered by people who love stories and who are connecting because of stories, and in many ways, BookTok has changed the lives of both authors and readers alike, spreading awareness of good books and creating a safe space for men and women alike to gush about what they love, and what they love is romance.

The genre is addictive, spicy, and interesting, and despite the popular tropes, it is always reinventing itself. In the age of social media marketing and indie publishing companies, it is not hard to find a plethora of love books lining the walls in local bookstores all across the country. Romance has been booming, and there are no signs of slowing down. 

To those who still feel as though the genre is not intellectual and is unfulfilling, I implore you to try the genre; go to the library and find one that suits your interests. Goodreads recommends Great, Big, Beautiful Life by Emily Henry, The Shatter Me Series by Tahereh Mafi, and classics such as Romeo and Juliet by Shakespeare. Love is everywhere, and it is okay to embrace it. Reading romance is not the enemy. It just might be your new lover. Now, if you’ll excuse me, I am going to lie in bed and start Love, Theoretically by Ali Hazelwood. I’ve heard it’s a great story. Happy reading!