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The bestselling romance author Colleen Hoover of It Ends With Us has recently made headlines after she reduced the prices of all the merchandise on her site to $10 a piece.
On social media, Hoover joked that this decision has led to her being "broke as s*it." But despite her remarks, Hoover has amassed quite a fortune through the years, thanks to her book sales, royalties, and a huge deal for the movie’s rights.
As of 2024, Colleen Hoover’s net worth is estimated to be around $10 million. The most significant portion of her wealth comes from her best-selling novels, which have been massively popularized by platforms like BookTok.
Her books such as Verity, Ugly Love, It Ends With Us, and It Starts With Us, have sold millions of copies globally. Hoover’s finances received a major boost following the film adaptation of It Ends With Us, which stars Blake Lively and Justin Baldoni.
As an established author, Hoover gets opportunities from publishers to sign new book deals. Though her merch sales may have taken a hit in recent times, Colleen Hoover is still one of the biggest names on the list of contemporary romance authors.
More about Colleen Hoover’s merch's cost reduction and controversy surrounding It Ends With Us
Colleen Hoover shared the news with a humorous video on Instagram, saying the price of everything on her website has been cut down to $10 apiece. She said this was a decision made by her “boss,” stating that she would be selling the items at a loss. She said:
"That’s, like, five times cheaper than what I paid for each item, which means by the end of the day today I’m going to be broke as s*it,"
She also denied reports that state that she has retired from writing, saying that the markdowns meant she could no longer afford to retire.
"Well, I can’t retire now because now I’m gonna be in the hole by 5 p.m. Even if you hate me, you should go buy a piece because it’s a very, kind of, bad thing."
Colleen Hoover has attracted a lot of controversy despite her success. According to the New York Post, It Ends With Us has attracted criticism for the way it portrays domestic abuse, with a portion of readers claiming it romanticizes toxic relationships.
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A planned It Ends With Us coloring book was also canceled after receiving backlash from several critics who said that the heavy themes of the novel made such a product inappropriate.
And to make matters worse, the film adaptation is engulfed in legal proceedings. In 2014, actress Blake Lively sued co-star Justin Baldoni for sexual harassment, resulting in a very public battle that also involved her husband, Ryan Reynolds.
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