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The Word of God is trending!

In 2024, Bible sales rose 22% through October compared to the same period last year, according to new data from Circana Bookscan, reported on by The Wall Street Journal—and no, this spike is not correlated to an increase in overall book sales. In fact, total U.S. book sales were up less than 1% during that same period.

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So, what’s driving this uptick?

While the answer to this is challenging to measure precisely, publishers point to fresh marketing strategies, sleek new designs, and—honestly—people feeling a bit more anxious about the state of the world.

“People are experiencing anxiety themselves, or they’re worried for their children and grandchildren…It’s related to artificial intelligence, election cycles…and all of that feeds a desire for assurance that we’re going to be OK.” – Jeff Crosby, President of the Evangelical Christian Publishers Association

 

HarperCollins, which markets itself as the largest U.S. trade publisher in the Bible category, attributes the demand to two distinct groups: the spiritually curious, perhaps purchasing their first Bible, and those seeking a deeper sense of spirituality and expanding existing Bible collections, according to YNetNews.

The company’s President and CEO, Mark Schoenwald, said that buyers are even more enthusiastic about celebrities who decide for the first time to share their faith with the general public—a note that may explain why many publishers are crediting Gen-Z as being at the center of this surge.

Related: 20 Bible Verses to Embrace as You Enter the New Year

So, whether you’ve been carrying your Bible faithfully for years or you’re one of the many new buyers seeking comfort and clarity, may you find strength and solace in the scripture.

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