Nostalgia Drives Americans To Reread Favorite Books Again And Again

For many readers, opening a beloved book is like returning to an old friend. A new survey shows the average American has read their favorite book six times and expects to revisit it another seven times over the course of their life.

The study of 2,000 U.S. readers, conducted by Talker Research on behalf of ThriftBooks, explored the trend of “nostalgic reading” — the practice of rereading books to evoke coziness and sentimentality. Nearly half of the time (48%) that readers select their next title, they choose one they have already read. More than seven in ten (71%) said they intentionally turn to nostalgic reading when they want to feel wistful, familiar, or sentimental, and a striking 82% described themselves as nostalgic people in general.

The motivations behind rereading vary but often center on emotional connection. Thirty-six percent said they return to favorite titles to reimmerse themselves in the books setting, while 35% do so to spend time with beloved characters. Another 27% said rereading is a way to evoke a particular sense of familiarity and nostalgia. 

“Reading nostalgically is an emotional coping strategy,” said licensed clinical psychologist Zita Chriszto. “It provides psychological safety by bringing readers back into a known emotional space with known characters, known outcomes and memories of earlier times in their lives.”

A whopping 84% of Gen Z said they practice nostalgic reading, and 87% described themselves as nostalgic overall — higher than older generations. More than half of Gen Z readers (52%) said they struggle to keep up with how quickly the world is changing, compared to 45% of respondents overall. To cope, 58% of readers said they turn to their favorite books for a sense of stability, while 59% said they return to TV shows and movies. Others said they cook (45%) or exercise (39%) to create a sense of peace.

“Nostalgia typically arises during times of stress, transition or instability and is more prevalent than ever,” Chriszto said. “While Gen Z is young, they have been raised in a time characterized, at an astonishing pace, by change, digital clutter and global apprehension. Nostalgia for them is less about the past and more about regaining a sense of simplicity, safety and emotional connection in an increasingly fragmented world.”

Books also serve as a form of daily comfort. Eighty percent of respondents said they read at the end of a bad day to feel better and finish the evening on a positive note.

“Theres nothing better than ending the day curled up with a good book, especially if its been a hard day,” said Barbara Hagen, vice president of marketing at ThriftBooks. “In this study, we found that readers are gravitating toward old favorite titles, and we wanted to see what those were, as well as the books that instilled their original love for reading.”

The survey found that the Harry Potter series was the most enduring favorite, cited by Gen Z, millennials, and Gen X as both a current favorite and as one of the titles that first sparked their love of reading. Millennials and Gen X also named “Charlottes Web” among their earliest favorites, while the Nancy Drew series resonated strongly with Gen X and baby boomers. Other generational favorites include “Diary of a Wimpy Kid” and “The Hunger Games” for Gen Z; “Pride and Prejudice” and “To Kill a Mockingbird” for millennials; “Gone With the Wind” for Gen X and baby boomers; and “The Stand” for baby boomers. “To Kill a Mockingbird” was a common favorite across millennials, Gen X, and baby boomers, while “Gone With the Wind” spanned both Gen X and boomers.

Despite the rise of digital reading, most Americans still prefer print. Eighty-four percent said they favor physical books compared to 28% who prefer digital editions and 20% who favor audiobooks. Readers cited the tactile and sensory experience as key: 62% said they enjoy the feeling of holding a book, 36% mentioned the smell of books, and 58% said reading printed copies feels cozy and familiar. For 36%, print books also spark a pleasant sense of nostalgia.

Whether it is for the comfort of a familiar character, the security of a known ending, or simply the feel of a paperback in hand, the findings suggest nostalgia is not just a passing habit but a defining force in how Americans read.