Some of those vampire novels might also be genuine sci-fi as well. Like Peter Watts'
Blindsight*.
Anyway, in some of the big Chapters bookstores around here, it looks like the not-too-romance-y vampire/werewolf/demon-based fantasy-ish stuff is being separated out into a kind of midway "paranormal" category slotted between the fantasy and the beginning of horror, right across from the graphic novels which are also in that "geeky fandom pop culture" kind of section.
* Available to
read/download free along with a bunch of his other writing under the Creative Commons license on his website. He's got a Hugo Award, a Paypal tipjar and a leg that used to be full of flesh-eating bacteria†. I buy his paper books in French translation.
† You think I'm joking about the flesh-eating bacteria,
but I'm not. (Warning for moderately graphic photos of what a leg that used to have flesh-eating bacteria in it looks like if you open the posts that blog category). I now remind you about the Paypal tipjar.