As American educators grapple with declining reading scores among students, a surprising trend is emerging: a surge in Bible sales, particularly among young people. While the latest “national report card” reveals that reading scores for children are at an all-time low, this trend stands in stark contrast to the broader decline in book engagement.
Sales of religious books, including the Bible, rose significantly through October 2024, with Bible sales seeing a notable 22% increase, according to Circana BookScan. This surge in Bible sales far outpaces the 1% rise in overall book sales during the same period.
Among Generation Z, including college students, there is a growing interest in books that offer a sense of stability and permanence. “You have a generation that wants to find things that feel more solid,” Amy Simpson, publisher of Tyndale House Publishers’ Bible division, told The Wall Street Journal. This desire for lasting truths is reflected in the renewed popularity of Scripture.
Doug Lockhart, senior vice president of HarperCollins Christian Publishing, attributes the Bible’s resurgence to a broader hunger for something “eternal and stable,” as people search for meaning in uncertain times.
A recent survey by the Christian research group Barna reveals that 52% of American teens, Christian or not, say they are “very motivated” to learn more about Jesus, a statistic that points to an increasing openness and curiosity about spiritual matters. Social media platforms like TikTok, YouTube, and podcasts have also fueled this interest, with personal accounts of faith gaining traction. Additionally, the popular TV series The Chosen, which portrays the Gospels, has captured the attention of younger viewers.
The Bible has long been a fixture on bestseller lists, with its timeless messages continuing to resonate across generations. According to a 2023 survey by the American Bible Society, more than half of Americans wish they read the Bible more. This renewed interest in Scripture, particularly among young people, suggests that they are leading the charge to fulfill this long-held wish.
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