“What do women want?”
During the month of December, Sigmund Freud’s famous question haunts the minds of many men. Unlike the perturbed analyst, however, men face a more practical and restricted version of this question, specifically: “What do women — mothers, sisters, friends, lovers, wives — want to find under the tree on Christmas morning?”
On the Saturday following Thanksgiving, I landed in Asheville’s Barnes and Noble, where I meandered through the best-sellers and gift books, seeking for review books that might appeal to women at Christmas. A quarter of an hour had expired when three successive thoughts occurred: 1) I wasn’t sure what books were popular with women this season; 2) I was in a large bookstore; and 3) the bookstore was full of women interested in books. Why not simply ask them for their recommendations?
Here a natural caution exerted itself. Given the legions of sexual oddballs in our society, aware that I myself had reached the cusp of that age when someone might mistake me for a “Dirty Old Man,” and fully cognizant of the fate of those adventurers who accost their subjects with rash familiarity — think of the “Crocodile Hunter” and his grisly end — I deemed it prudent to take certain precautions in my approach to female shoppers and staff. I would avoid any female who looked anywhere near the age of 18. I would quickly identify myself and explain that I was writing a book review column for The Smoky Mountain News. I would ask only for first names and then inquire as to their recommendations.
This plan worked, as the adage goes, like a charm. I survived with all appendages intact and learned a few things about the literary tastes of the female of the species. Gentlemen, here is a summary of my time in that jungle of print, paper, and perfume.
Emily, the youngest of my subjects — I would place her in her mid-20a — was holding a copy of In Search of the Knights Templar: A Guide to the Sites of Britain. “I’m buying it for myself,” she explained. “I’d like to go to Britain in a few years.” But what would she give to her friends? “Well, I like Stephen King. I just started reading him. And Charles Dickens. To Kill A Mockingbird is one of my favorite all-time books.”
After duly noting Emily’s choices, I found Donna seated on the carpeting of the New Age aisle with six or eight books stacked at her knees. She reminded me that the key to purchasing books for presents was a familiarity with the recipient’s interests. “For example, I like books on spirituality,“ she said, pointing to the piled volumes, “and I’m looking at these books for myself. But if I buy for friends I mostly go for cookbooks or biographies.” (Here I will mention that I had earlier turned over the pages of Tupelo Honey Café: Spirited Recipes from Asheville’s New South Kitchen. Written by Elizabeth Sims and Chef Brian Somoskus, this colorfully illustrated volume would make a fine gift for anyone with an interest in cooking — or for that matter, in eating).
Susie, a clerk in the store, noted that best-sellers were always popular. “The Help is popular this year, too,” she said. “That book is older, but we sell a lot of them. And children and teens are now asking for their books for Christmas by title, which helps out their parents a lot with shopping.”
So what were young women reading this year?
“They still seem to enjoy paranormal romances, like the Twilight books,” she said. (Here I wanted to comment that my own encounters with romance had all smacked of the paranormal, but restrained myself). “Biographies are popular, too, for women and men as gifts,” she said.
Andrea, one of the store’s managers, prefaced her comments by saying “My reading tastes probably aren’t typical of a lot of female readers,” a remark made by every woman to whom I spoke. Andrea liked true-crime books and had just finished Jay Cee Duggard’s A Stolen Life: A Memoir. “A lot of our female customers enjoy historical fiction. A lot buy religious fiction.” (I had noticed the large section of Christian novels on the second floor). “Vicky Lane and Sarah Allen are two local authors who are popular with our female readers. In terms of the best-sellers, Patterson and Sparks appeal to women.” Later I found the new books by both authors — Patterson’s The Christmas Wedding and Nicholas Sparks’ The Best of Me — displayed prominently both on the store’s front table and on the best-seller aisle.
Barnes and Noble also features The Nook, its answer to Amazon’s electronic book-reader, the Kindle. When I asked Kate, one of the Nook sales staff, whether more men or women bought the Nook, she thought that purchases ran about 60 to 40 in favor of women. “Women who like reading like the Nook. In fact, people from ages 6 to 90 love the Nook,” she added. “Yesterday we sold $17,000 worth of equipment, and that doesn’t include the add-ons.”
There you have it, gentlemen, a feast of print: electronic book devices, best-sellers, cookbooks, biographies, novels of romance. Keep in mind, too, that these are only the hors d’oeuvres. Bookstores large and small serve a buffet aimed at many tastes.
Poor Dr. Freud. Maybe all he had to do to find an answer to his question was ask.