Bible buying on massive uptick after decades of decline in religious practice

Sales of Bibles in the United States have surged 22 percent through the end of October compared to the same period last year. This rise comes despite overall print book sales increasing by less than 1 percent during the same timeframe, according to a report by the Wall Street Journal citing data by Circana BookScan.

Experts and industry insiders attribute the growth in Bible sales to societal anxieties and a search for hope. “People are experiencing anxiety themselves, or they’re worried for their children and grandchildren,” Jeff Crosby, president of the Evangelical Christian Publishers Association told the Wall Street Journal. “It’s related to artificial intelligence, election cycles… and all of that feeds a desire for assurance that we’re going to be OK.”

Bethany Martin, manager of Faith & Life Bookstore in Newton, Kansas, noted that many of her customers are first-time Bible buyers. “They’re looking for hope with the world the way it is, and the Bible is what they’re reaching for,” she said. Her store carries over 270 versions of the Bible in various sizes and price points.

The increase in Bible sales comes despite data showing a rise in secularism in the US. A Pew Research Center study found that roughly 28 percent of US adults now identify as religiously unaffiliated. Despite this trend, Bible sales reached 14.2 million copies in 2023, a significant increase from 9.7 million in 2019. By October of this year, 13.7 million copies had already been sold.

In addition to Bibles, there is a growing demand for related literature that provides context and guidance for scripture study. Print editions designed for note-taking have gained popularity, and so have audiobooks. Even mainstream retailers and platforms like Amazon report strong Bible sales, driven in part by influencers, podcasters, and TikTok creators who share Bible stories and study tips with their audiences.

Mark Bertrand, founder of Lectio.org, a website focused on Bible design, noted that marketing efforts may also be fueling the trend as people are searching for life answers. “I’d like to say there is a craving for knowledge of scripture, but a lot of smart people are thinking about Bible marketing and catering to every whim for Bible study,” Bertrand said.