According to Circana BookScan, Bible sales have surged by 22% in 2024 compared to the previous year, with 13.7 million copies sold in just the first ten months.
This rise is particularly noticeable among first-time buyers and younger generations; however, it is especially prominent among Gen Z and college students.
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These groups are turning to the Bible for stability and purpose during uncertain times because they seek guidance.
Although the trend is significant, some sceptics argue about its sustainability. Nevertheless, this phenomenon reflects a shift in values.
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“I have butterflies,” wrote a nervous Cely Vazquez atop a TikTok documenting her experience buying her first Bible at a Barnes & Noble.
Ms. Vazquez, a former reality show contestant and online influencer, said she considers herself a religious person but never had her own Bible before.
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“I have never purchased my own Bible or studied it or read it, and now, at 28 years old, I’ve been finding myself having this deeper craving for really understanding what it means to walk with God — and I think that definitely starts with reading and studying the Bible,” she declared in the short video.
In 2019, 9.7 million Bibles sold, but in just the first 10 months of 2024, sales have already exceeded 13.7 million — a 41% increase, the Circana Report says.
