Board books are a popular choice for babies and toddlers. With their thick, sturdy pages and protective covers, they can withstand quite a bit of enthusiastic handling. On the other hand, hardcover books have elegant designs but delicate paper pages inside.
Given their durability and construction, you might expect board books to be more expensive. However, the opposite is often true – board books typically retail for less than their hardcover counterparts.
So why exactly are board books cheaper than hardcover books? As a professional board book printing manufacturer, I found a few key reasons.
Why are Board Books Cheaper Than Hardcover?
Board Books Use Less Materials
One factor that affects cost is the amount of materials used. Board books consist of thick paperboard pages that are relatively inexpensive to produce. The pages don’t need to be held together by glue or stitching either. Instead, they are stacked and secured along one edge.
Hardcover books, on the other hand, have multiple components. There is the protective outer cover made of thick binder’s board. Then there are the inner pages made of thinner, better-quality paper. These pages also need to be sewn or glued together.
With more pieces to assemble, hardcover books require more materials, labor, and manufacturing complexity. These costs eventually get passed onto the consumer through a higher retail price.
Shorter Length Means Less Printing
Another reason board books are more affordable is their shorter length. The industry standard is 24-40 pages for board books. Picture books, including hardcovers, usually run 32 pages or longer.
The shorter page count means lower printing costs in terms of labor, paper, ink, etc. It also allows more board books to be produced from the same size sheet of paperboard. For example, a printer may get 2-3 board books from one sheet but only 1-2 picture books. This improved efficiency reduces overall manufacturing costs.
Designed for Lower Price Point
There is also a psychological factor at play. Board books are designed specifically for babies through preschoolers. Parents and gift-givers are less likely to spend over $10-15 dollars on a book that will get chewed on anyway.
Publishers recognize this lower price ceiling. To hit key price points like $5.99 or $7.99, production costs for board books must stay very low. Using cheap materials is one way publishers control expenses.
Hardcover picture books allow for more flexibility on retail pricing. Gifting a $19.99 sturdy classic like Goodnight Moon seems reasonable for a beloved baby shower gift. After all, the intention is that this higher-priced book will remain in good shape on the nursery bookshelf for years.
Board Book Brands Retain Value
Certain brands and licenses retain their value even in board book form. For example, Eric Carle’s The Very Hungry Caterpillar often retails between $7.99 – $12.99 as a board book. While cheaper than the $21.99 full-size handbound version, this slim cardboard adaptation still demands a premium price.
The popular Poke a Dot series by Melissa & Doug sells $12.99 lift-the-flap board books. The interactive and educational nature of the books means parents will pay a little more. But the Melissa & Doug brand clout also allows them to position their board books at a slightly higher price point.
For comparison though, the average non-licensed story board book like Goodnight Moon or novelty concept book retails more affordably from $3.99 to $5.99 apiece.
Cheaper Replacements Outsell Collectible Editions
Despite the apparent demand for beloved book characters and luxury formats, market research indicates parents prefer buying multiple inexpensive board books over treasured collectible editions.
This even applies to longtime classics like Goodnight Moon. A single collectible edition may retain its value and durability over years. However, parents often opt for lower-cost replacements as babies grow or switch interests.
According to NPD BookScan, lower-priced editions of kids’ favorites continue to dominate nearly 60% of unit sales. This implies that despite their lower cost, easy-to-replace board book versions remain the most popular purchases out of board books vs hardcover comparisons.
The Takeaway
Given the shorter length, lower production costs, and value pricing considerations, most publishers price board books lower than hardcover picture books as a rule of thumb. Exceptions occur when strong brand names or interactive elements allow companies to demand slight premiums.
Still, from a sales standpoint, affordable board book replacements for beloved titles continue to represent the majority of purchases. This implies that no matter how precious the story, convenience and value still rule the day.
So if low cost and sturdy pages are priorities for your baby’s developing library, board books can’t be beaten when compared to elegant but fragile hardcover editions. Just resign yourself to the fact that these slim volumes are destined to be gummed, thrown, bathed, and possibly even gnawed without sustaining a dent.