There was a surge in 2024.
Bible sales in the U.S. have seen a significant increase in 2023, with sales up by 22% compared to the previous year, according to Circana BookScan. While total print book sales grew by less than 1%, Bible sales have remained strong, with 14.2 million Bibles sold last year and 13.7 million sold by October 2023. Experts suggest several reasons for this uptick, including rising societal anxiety, a desire for hope, and targeted marketing strategies. Some believe people are seeking comfort due to concerns over issues like artificial intelligence, election cycles, and global uncertainty.
Another contributing factor is the niche marketing of Bibles, with publishers tailoring designs and features to meet specific customer preferences. This targeted approach has helped boost Bible engagement, particularly among younger generations like Gen Z and college students. Publishers have found that these groups are looking for stability and meaning, which the Bible provides during uncertain times. However, despite the increased sales, the Bible remains a consistent bestseller, with a high percentage of Americans owning at least one, even as the nation becomes more secular.
According to research, a large number of Americans, even among self-identified Christians, have a limited or diluted biblical worldview. A study by George Barna revealed that only 6% of American adults who identify as Christian adhere to a biblical worldview, highlighting a gap between religious identity and biblical teachings. While many Americans believe in God’s power and the basics of Christianity, they often reject core biblical principles, such as the existence of the Holy Spirit. This disconnect suggests that while Bible sales may be rising, spiritual engagement may not be keeping pace.
Barna also raised concerns about the spiritual health of families, particularly those with younger children. He warned that many parents are struggling to pass down a meaningful and authentic Christian faith, which may lead to disillusionment among the younger generation. Children who see inconsistency in the faith lives of their parents and leaders may become skeptical of the Christian message altogether, which could result in a further decline in biblical engagement in the future.
Despite these challenges, there is still hope for a revival, according to Barna, who believes that a spiritual awakening is needed to help people reconnect with the core principles of the Bible. He emphasized that now is the time for Christians to live out their faith authentically and to foster a deeper connection to the biblical worldview, particularly in the face of cultural and spiritual shifts in the U.S.