U.S. Bible sales boom as Gen. Z turns to the physical Word

While total American print book sales have risen less than 1% this year, Bible sales increased by 22% by the end of October, according to book tracker Circana BookScan. While the Word of God has led the religion book market this year, subjects including Christian living and Biblical studies have also seen strong interest, said book industry analyst Brenna Connor. The uptick reflects a growing interest in Christian subjects and a desire among Americans for community, Connor said. Americans bought more than 14 million Bibles in 2023 and more than 13 million in the first 10 months of this year, according to Circana.

American Bible Society Chief Innovation Officer John Plake said the report is heartening but not entirely surprising. WORLD spoke with Plake about the trend and why more young people are seeking physical copies of the Word.

Who are the people driving this trend? While young people are more likely to use digital tools to study and read the Bible, Plake said they are also interested in having a physical copy. Over 80% of Bible users in the United States prefer to use the Bible in print, even if they also use digital tools, Plake said. Every new generation has to rediscover the Bible for themselves in their own context and their own setting, Plake said.

In its 2024 State of the Bible report, the American Bible Society said 65 million Americans are curious about the Bible, but aren’t already engaged with Scripture. The ABS calls this group the “Movable Middle,” and Plake says they are often the ones who are most interested in reading the Bible for the first time. He said he thinks many are discovering that the Bible may have answers to some of the questions they've been struggling with.

What are new Bible readers looking for in a copy? Bible publishers have begun incorporating notes and indexes to make Scripture easier to navigate, Plake said. He added that many Bible publishers have refocused their efforts into making their Bibles more aesthetically pleasing, effectively making the packaging attractive, just like the message.

When surveying new Bible readers, Plake said many are drawn to the New Living Translation because it is an accurate translation that’s also easy to understand.

What are some of the reasons Americans are turning to Scripture? While 28% of adults are now religiously unaffiliated, according to the Pew Research Center, Plake said rising rates of anxiety have led many to Scripture. The ABS’ State of the Bible found that reading the Bible helps reduce anxiety and that young people who regularly read Scripture have some of the lowest levels of anxiety. A new generation is reaching for Scripture and discovering it afresh, Plake said. He added that the American Bible Society would love for them to be known for their Bible reading, and they'll likely experience a healthier lifestyle when they are.