Let’s talk about a surprising trend that’s catching attention in a time of uncertainty and upheaval: Bible sales are booming.
That’s right, while much of the publishing world is treading water with modest growth, the market for Bibles is on fire, with sales up 22% in 2023 compared to last year, according to Circana BookScan. This isn’t just a niche phenomenon—it’s a cultural moment, and it’s packed with meaning.
What’s driving this surge? It seems people are looking for answers in a world that feels increasingly unpredictable. Economic worries, political tensions, and global conflicts have many Americans searching for a sense of grounding and assurance. Jeff Crosby of the Evangelical Christian Publishers Association summed it up: people want to know “we’re going to be OK.”
The demand isn’t just about dusty family heirlooms, either. Today’s buyers are younger and often first-timers, drawn by innovative editions that make scripture feel approachable and relevant.
Think colorful study Bibles with charts, sleek pocket-sized versions, and even goatskin-bound collector’s items that can cost as much as $800. Options abound for teens, men, women, early readers—you name it.
The trend extends beyond the Christian market. The Pew Research Center reports that nearly 30% of U.S. adults identify as religiously unaffiliated, yet Bible sales rose from 9.7 million in 2019 to 14.2 million in 2023. People are also exploring other holy texts like the Qur’an and Bhagavad Gita, even as Bible-specific publishing drives much of the momentum.
Celebrities and influencers are playing a surprising role in this revival. Savannah Guthrie, of NBC fame, and podcasters like Amber Cimiotti are openly sharing their faith journeys, inspiring followers to pick up a Bible for the first time.
And it’s not just about reading—this new wave of engagement often involves study groups, audiobooks, and even stickers to flag favorite verses.
Gen Z, in particular, is reaching for the Bible in search of something solid. Amy Simpson of Tyndale House Publishers notes a growing interest among college students in editions that combine scripture with practical tools like maps, biographies, and contextual insights. These younger readers aren’t just dabbling—they’re diving in, looking for meaning and stability in a turbulent time.
