BY PNW STAFF
In a world grappling with economic uncertainty, global conflicts, and shifting cultural landscapes, the Bible is making a comeback as a best-seller, offering solace and guidance to millions.
According to Circana BookScan, U.S. Bible sales are up 22% through October 2024 compared to the same period last year, a stark contrast to the mere 1% growth in total print book sales. This trend reflects a hunger for spiritual grounding amid societal upheaval.
Seeking Comfort in Faith
Industry experts attribute this surge to widespread anxiety, from concerns about artificial intelligence to the unpredictability of the 2024 election cycle. Jeff Crosby, president of the Evangelical Christian Publishers Association, noted, "People are seeking assurance that we're going to be OK."
For first-time buyers like 28-year-old artist Cely Vazquez, the decision to purchase a Bible signals a personal quest for meaning. "I felt something was missing," she said. "It's a combination of where we are in the world and the sense that meaning and comfort can be found in the Bible."
Bethany Martin, manager of the Faith & Life Bookstore in Kansas, reports a noticeable rise in customers new to scripture. "They're looking for hope, and the Bible is what they're reaching for," she explained.
This renewed interest isn't confined to traditional Christian circles. The Pew Research Center reports a growing number of Americans identifying as religiously unaffiliated, yet Bible sales have risen sharply, from 9.7 million in 2019 to an estimated 14.2 million in 2023. Experts suggest the increase stems from a mix of spiritual curiosity and the need for stable, time-tested guidance.
Tyndale House Publishers has seen particular growth among Gen Z and college students, who are drawn to interactive and visually engaging editions. "You have a generation that wants to find things that feel more solid," said Amy Simpson, head of Tyndale's Bible division.
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