Romance Isn’t the Same—But It’s Still Everything
by Sylvia McDaniel
It's February, the month of hearts, flowers, and love. In 2022, romance novels generated over $1.44 billion in revenue according to Wordsrated.com. BookTok has been attributed to the increase in sales and the most popular romance genre led the way with $610 million in revenue. So how did we get here?
A snapshot of my journey
I was nineteen when I first read The Wolf and the Dove by Kathleen Woodiwiss, and I was hooked. In high school, I devoured gothic romances—Victoria Holt was my gateway drug. But The Wolf and the Dove? Then The Flame and the Flower? Shanna? Oh, Ruark, take me away… I was a goner.
Fast-forward twenty years. One day, I hurled a romance novel across the room and thought, I can do better. Spoiler alert: I couldn’t. Not at first. Writing a page-turning romance was much harder than I expected. That was back in 1990. Yes, I’m that old.
But romance has evolved.
Today’s readers are more sophisticated. They’ve read thousands of romances, and they know what they want. Historical romance—once the foundation of the genre—has dwindled, though bless the readers who still love it.
So, what’s hot in romance right now?
At last year’s Novelists Inc. conference, a writer's conference for career novelists, Alex Newton of K-lytics presented a deep dive into the market. If you haven’t checked out K-lytics, run, don’t walk. (That’s right, a cliche). It’s a goldmine of insight, showing which Amazon niches are thriving and which ones are in a downward spiral. This data is available for all genres and categories.
Most Popular Romance Genre
The verdict? Romantasy—fantasy meets romance—dominates. Think Sarah J. Maas or Rebecca Yarros. Since Game of Thrones, readers have been hungry for sweeping, magical love stories, and authors are delivering.
Romance is bigger than ever. In the past five years, Google searches for "romance books" have doubled. The genre leads the way in self-publishing, with many indie authors earning six figures annually. (You go. You rock.)
Other trending subgenres?
- Mafia romance—dark, edgy, morally gray heroes. Not my cup of tea (how do you redeem a bad guy who doesn’t give up crime?), but readers eat it up.
- Ménage romance—still a strong seller, though Amazon’s content guidelines can land you in the dreaded dungeon. And with some states enacting terrifying laws for authors of steamy books? No thanks. I don’t look good in orange.
- Contemporary western romance—cowboys remain irresistible. Add billionaire status and a baby, and you’re ranking.
Want to succeed in romance?
#1 Success Tip
Master tropes. The best romances weave in at least two—three is even better. Secret baby + enemies to lovers + a brooding billionaire? Readers will gasp as they turn the pages. Cindy Dees has a whole series on tropes. I’m hooked on these reference books.
#2 Success Tip
And if you want to level up your writing? Study emotion. Margie Lawson’s courses are game-changers, and her retreats will push you to exhaustion (in the best way).
Romance isn’t going anywhere. I have readers—men and women—who love my ranch-set family dramas with a matchmaking ghost and billionaire cowboys. (Did you catch the tropes?)
What’s next for romance in 2025?
I don’t know, and I’ve stopped chasing trends. I’m old, set in my ways, and focused on what my readers love. Maybe it’ll be second-chance love stories for older heroines. Maybe rom-coms (because we all need to laugh).
In K-Lytics' latest report, women’s fiction was once again on an upward trajectory. Go beach books!!
But one thing’s for sure: Romance deserves respect.
Romance is number one on Amazon. It’s the biggest genre in publishing, yet it’s the most dismissed. No more Fabio-on-a-talk-show clichés. No more mocking a book you’ve never read (Yes, I saw you SNL). I think the Fifty Shades author is laughing all the way to the bank.
True Story
Once, I almost got into a fight at a baseball game over a woman dissing romance. I’m short, not particularly intimidating, but that night, my husband grabbed my hand and said, Let’s go. He saw it in my eyes—fists were about to fly. Don’t make fun of my genre. Go write one and see if you still think it's easy.
Final Thought
February—the month of love, weddings, happily ever afters, and connection. Add romance to whatever you’re writing. Your readers—single, married, longing for hope—will thank you.
Because, at the end of the day, that’s what we all want. To feel something. To connect. To believe in love. You can still blow something up, just do it with emotion.
* * * * * *
About Sylvia
USA Today Best-selling author, Sylvia McDaniel obviously has too much time on her hands. With over seventy western historical and contemporary romance novels, she spends most days torturing her characters. Bad boys deserve punishment and even good girls get into trouble. Always looking for the next plot twist, she’s known for her sweet, funny, family-oriented romances.
Married to her best friend for over twenty-five years, they recently moved to the state of Colorado where they like to hike, and enjoy the beauty of the forest behind their home with their spoiled dachshund Zeus. (He has his own column in her newsletter.) Recently they bought a puppy, Bailey who is terrorizing their home and keeping them entertained.
Their grown son, still lives in Texas. An avid football watcher, she loves the Broncos and the Cowboys, especially when they’re winning.
Sign up for Sylvia’s newsletter, or find her on Facebook.
Photo Credits: Top photo purchased from Shutterstock by S. McDaniel. Valentine's Day photo purchased from Depositphotos.
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31 comments on “Romance Isn’t the Same—But It’s Still Everything”
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I started in romance - I still love it. People are always going to want to retreat from the real world to where they can start a book knowing they're safe - there WILL be an HEA.
Long live love, in all it's forms!
I'm absolutely with you on that, Laura! Sometimes you just need an HEA story.
Hi Jenny, I need an HEA in movies. I want a happy ending. We watched Substance the other night and Demi Moore's acting was fabulous, but the movie did not have a happy ending. I won't watch it again. In fact, the last ten minutes my eyes were covered. I couldn't watch. So hooray for happy endings.
I'm always behind on movies - I haven't heard of that one yet, but now I know I'll pick others before watching that. I don't mind if a movie doesn't give me an HEA, as long as I KNOW. There's nothing worse than thinking it will lift you up, when it drags you don't instead.
Hi Laura, I met you many years ago at an RWA conference. And I so agree, readers want a retreat from the real world. Later this year, I'm going to transition into rom-cons and women's fiction. It just fits me and yes of course there will be an HEA.
Great post, Sylvia! I started in romance too, mainly because the local RWA chapter was the only game in town. No other genre (that I could find) has devoted the time and brain power to teach new writers how to write. And I bristle when I'm told that romances are less than any other type of book. My normal reply is, "have you ever read one?" That usually stops them in their tracks.
As long as there is love, there will be romance!! And people could learn a trick or two about how to build relationships with them too.
I think a lot of us started in romance. Before RWA imploded, they were absolutely the best (and nicest) game in town. I despise it when people diss romance. It's extraordinarily hard to write those books.
Hi Jenny, You got it. It's very hard to write these books and I found that out when I tried to write my first one. It took me three years and three complete rewrites. And it's still an ugly dog.
Hi Sarah, I completely agree. I'm going to use your line the next time someone disses romance. I so miss belonging to an RWA chapter, where writers supported one another. Such fun times, but where I live now there are two local writers groups and one won't accept me. Ha!
Romance not only needs respect but it can be promoted as the gateway industry for all novel writing. A writer needs to learn the value of a character driven story if they want to connect with readers.
I know many successful authors, editors and publishers that began their careers in romance world because - as you stated - it was the only game in town that really provides the resources and support for a writer to learn the craft of storytelling.
100% agree, Terri! The romance community is so supportive to new writers. And character-driven stories are really my favorite kind. I have plot-driven thriller-writing friends, and there is a massive difference in process (and reader connection) between the two.
Hi Terri, I so agree with you. Character driven stories, with a couple of good tropes, are what makes readers turn the pages. I miss the old RWA and wish nothing but success to the new group trying to bring back the organization.
Thanks for the overview! We had the same gateway into romance - gothic romance (for me Mary Stuart and Phyllis Whitney)- and then Kathleen Woodiwiss.❤️
Kathleen Woodiwiss, Jude Deveraux, and Nora Roberts for me. ❤️
Loved Kathleen Woodiwiss. I have never read a Jude Deveraux and I should. I've heard she's great. And Nora...I can still see her at an RWA conference, in the bar, talking to everyone. Her books are great and she was so friendly.
Hi Diane, I did enjoy Mary Stuart and Phyllis Whitney as well, when I was in high school. Yes, I'm that old. But when Kathleen Woodiwiss came on the scene, I was hooked.
Wow, what a great article. Thanks for sticking up for romance, my favorite genre.
Hi Debby,
Thank you. I did have fun writing this piece. I didn't include the time my husband took me to his company Christmas party and his boss (AH) took me aside and told me I should focus on mystery. That was where the money was. That I was wasting my time. That time, I had to bite my tongue, but today, I'd just laugh at him and say, well, you are the expert, aren't you. Thank goodness, that company fell completely apart in the next month and my husband was laid off from them. It was good for us, because he went to work for the company that he's with now and has been with for nearly thirty years. Have a great day.
Great article, Sylvia! Sweet romance is one of my go to genre's for when my brain is melting. Welcome to WITS!
What she said, Sylvia! Except that my escapist reading is historical romance.
Oh Jenny, I love historical romance. It was where I started and then the market went to Regency, which is great, but I can't write it. Still love historical romance.
Thanks Lisa!! I didn't know you read sweet romance. Good to know.
Love the post Sylvia! And I've loved romance since I was 11 years old, and found my mother's books under the sofa. They're the perfect escape. Happy Valentine's Day!
Hi Tari, Wow! Eleven years old. They are the perfect escape and you're guaranteed (well most of the time) a happily ever after. Happy Valentine's Day to you as well.
I was 11 when I discovered Harlequins at a flea market sale while I was on a family vacation in Northern Florida. I read tem the whole week on the beach the whole week we were there, and I was hooked. 🙂
Hi Sylvia! Thank you for this wrap-up! You are always on top of things. I appreciate it. This was very informative.
Hugs,
Kat
Hi Kathleen, OMG,how I miss you and all the other Dallas Area Romance Authors so much. Kathleen was President of DARA and I was VP. I took over after her year and it was such a pleasure and honor to work with you. Give all the girls in Dallas a hug for me. I keep hoping to come back for a visit, but airfare is outrageous and the drive is way too long for me to make by myself. I like to fall asleep at the wheel...not good. Hope you and everyone there is doing well.
I miss you too. Things here have been changing so much. But if you make a trip here, let me know, and we will gather everyone for a Sylvia Luncheon!
Hugs!
-Kat
Hi Kat! I didn't realize you were in the Dallas area. I'm over that way every so often, seeing friends and family. It sounds like you and Sylvia had tons of fun together.
I'm a romance writer.
Hi Denise, Glad you're one of us. We all deserve respect. Have a wonderful Valentine's day.