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Bible Sales Soar in 2025 Despite Declining Religious Participation
Bible sales have surged to unprecedented levels in the United States, with an 11% increase in 2025 over the previous year, according to recent data from Circana, a company that tracks book sales. Americans have purchased more than 18 million Bibles so far this year, including 2.4 million in September alone—a spike that coincided with the death of conservative Christian activist Charlie Kirk.
“Sales for Bibles have been steadily growing in the U.S. since 2021 and have set unprecedented annual sales records since 2022,” said Brenna Connor, an industry analyst at Circana BookScan. “2024 marked a 20-year high for Bible sales in the U.S., and 2025 is on track to surpass these levels, underscoring the growing interest in religious content among U.S. consumers.”
The top-selling Bible is an economy version of the English Standard Bible, according to Circana. Other bestsellers include the Adventure Bible for children and the She Reads Truth Bible, designed for a community of female Bible readers. A pink, giant-print King James Version gift Bible continues to be a perennial bestseller.
Even political figures have capitalized on the Bible boom. Former President Donald Trump earned more than $1.3 million last year for endorsing a patriotic Bible named after country singer Lee Greenwood’s song “God Bless the USA.”
While publishers lack demographic data on Bible purchasers, some industry insiders speculate about the reasons behind the sales surge. Tim Wildsmith, a former campus minister turned author and Bible YouTuber, suggests that recent global turbulence may be driving people toward spiritual anchors.
“Part of me wonders if people are just looking for something to kind of settle themselves—that spiritual looking for peace, whatever you want to call it,” Wildsmith said.
At the Christian Connection bookstore in Sycamore, Illinois, owner Kelli Malm reports that the New Living Translation is their most popular version, especially editions that pair with Tyndale’s Filament app, which provides supplementary study materials.
“People want the readability, especially if they’re new Christians, and if they’re younger, they can use an app,” Malm explained. “It’s kind of a no-brainer situation for people—they’ve got a Bible and carry it around with them, and they don’t have to necessarily grab the big study Bible.”
Malm noted an increase in Bible sales since September, with at least one customer mentioning that Kirk’s death prompted them to return to church. She has also observed more customers in their 30s and 40s, many of whom are either discovering faith for the first time or returning to it after years away.
Bible publishers have responded to the growing demand by offering hundreds of different editions. Amy Simpson, Bible publisher for Tyndale House, which publishes the New Living Translation, said the company sells several hundred different Bible editions, often in various colors. This diversity helps meet demand—if one version sells out, customers have many alternatives.
Melinda Bouma, a HarperCollins Christian Publishing vice president and Bible publisher for Zondervan, reports growth across all Bible categories, including children’s Bibles. The NIV Study Bible, a 40-year-old publication, recently surpassed 10 million copies sold. The Jesus Bible, targeted at Generation Z readers, is also performing well.
Despite the Bible sales boom, religious participation continues to decline in America. A recent Gallup survey released on November 13 found that less than half of Americans (49%) consider religion important to their lives, continuing a documented downward trend in religiosity.
The American Bible Society’s annual State of the Bible report provides context for this apparent contradiction. About 41% of Americans qualify as “Bible users,” meaning they read the Bible at least three times a year outside of church services—up from 38% last year but down from 50% in 2021. Notably, 36% of Gen Z and 39% of millennials would qualify as Bible users, with millennials showing an increase from 30% in 2024. However, only one in five Americans would qualify as “Scripture engaged,” meaning the Bible plays a major role in their lives.
Jennifer Holloran, president of the American Bible Society, sees the sales boom as an opportunity for churches. “Churches have a real responsibility to steward this moment, not just to educate but to accompany new Bible readers along a journey of discovery, serving as both interpreters and companions in this pivotal moment,” she said.
For Wildsmith, the Bible boom has transformed his career. What began as Bible reviews on YouTube in 2020 during the COVID-19 pandemic has evolved into a full-time occupation with over a quarter-million followers. His first review garnered more than 18,000 views, eventually leading him to write a guide called “Bible Translations for Everyone.”
“If you had told me five years ago, when I was just kind of messing around, that this would actually be a job and something I could do, I would have thought you were crazy,” Wildsmith said. “But here we are.”
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14 Comments
The popularity of specialty Bibles like the ‘She Reads Truth’ edition suggests an evolving market. Publishers seem to be adapting to cater to different demographics and needs.
Yes, the diversification of Bible formats and branding is an interesting development. It speaks to the enduring appeal of the text across different segments.
The data suggests the Bible remains a culturally significant text, even as traditional religious affiliations decline. Understanding the nuances behind this trend could offer insights into the changing role of religion in American society.
Well said. This trend raises intriguing questions about the evolving place of religion and spirituality in contemporary America.
It will be interesting to see if this spike in Bible sales translates to increased religious participation and engagement over the long term, or if it’s more of a temporary phenomenon.
That’s a great question. The relationship between Bible consumption and religious practice is complex and could evolve in various ways going forward.
I wonder what’s driving the surge in Bible sales – is it a reaction to social/political tensions, a desire for moral guidance, or something else? Curious to learn more about the motivations behind this trend.
That’s a good question. The article mentions the death of a prominent Christian activist, which could be one factor. But there are likely complex social and cultural forces at play as well.
The rising sales of children’s Bibles like the ‘Adventure Bible’ suggest parents may be looking to instill religious values in the next generation, even as their own participation declines.
That’s an insightful observation. Passing on religious traditions to children can be important for some families, even if personal faith has waned.
The enduring popularity of classic editions like the King James Version is noteworthy. Some consumers may value the tradition and familiarity of these well-known Bible translations.
Good point. There’s often an emotional and cultural attachment to certain Bible versions, even as newer editions emerge.
Interesting to see Bible sales rising despite declining religious participation. Perhaps people are seeking spiritual solace or connection amidst broader societal changes. It will be worth watching how this trend evolves over time.
That’s a good point. The Bible may provide comfort and community for some, even as religious affiliation declines.