NASHVILLE (BP) — A rise in Bible sales coincides with reports by Lifeway Christian Resources and reflects a growing desire to learn more about God’s Word, say Bible study leaders and those in the industry.
“It’s an interesting time,” said Andy McLean, publisher of Bibles and Reference for Lifeway. “We’ve seen a general increase in the last two or three years with the Bible market. There are a lot of unique types of Bibles out there helping people in different ways understand the meaning of Scripture, and that’s an encouraging thing.”
The current time can be considered a “golden age in Bible publishing,” he added. Lifeway is among those noticing an uptick in younger readers and first-time purchasers of Bibles, especially those aimed at those groups.
“Some of those audience-specific Bibles are thriving as a result of that,” McLean said.
The Wall Street Journal cited a report by Circana BookScan stating Bible sales are up 22 percent in the U.S. through the end of October. Total print sales were up less than 1 percent during that period.
B&H Publishing, with Lifeway, saw an approximate sales increase of 30 percent over the last year, McLean added. About 27 percent of that growth was due to sales of the Christian Standard Bible (CSB). Lifeway executive vice president and CFO Joe Walker shared with trustees at their August meeting that Bible sales had more than doubled since 2019.
Tommy Doughty, assistant professor of Theology and Christian Worldview at New Orleans Baptist Theological Seminary, said an aging Gen Z population could very well be driving the interest.
“They are now well into young adulthood – with the oldest past college age and youngest passing puberty. Rather than the internet-driven popular culture they have been drowning in, I wouldn’t be surprised if many are beginning to look for real-life answers now they are faced with social and career decisions,” Doughty said.
“With loneliness and dislocation prevalent, especially in our socially-deprived youth, there is no wonder many would turn to renewed attempts at spiritual awakening.”
Jeff Audirsch, NOBTS professor of Biblical Studies, agreed. Just as cultural aspects seem to have driven some younger people away from studying Scripture, those same factors are driving them back.
“There seems to be a response to the truth-is-relative and post-modern points of view,” he said. “They’ve run their course. Young adults are seeing they need truth in their life and know where to find it.”
The WSJ article cited one self-described social media influencer recording her trip to buy a Bible. Social media’s influence can’t be ignored, but is lacking – to say the least – when it comes to discipleship.
Those platforms are being used by Christians, Audirsch added, but are not the best forums for discipleship.
“That should obviously be in the local church or a small group setting,” he said.
Until he stepped away recently for pulpit supply, Audirsch taught ninth grade boys Sunday School. He’ll return to that group in January.
“If I saw a young person with a new Bible, I would take the opportunity to lean in on showing them how to study and read it. I want to encourage them to bring it every Sunday and Wednesday, to read it daily while giving them advice on where to start reading,” he said.
McLean pointed out a specific sales increase in note-taking Bibles.
“People are drawn to Bibles curated to help them engage more meaningfully with God’s Word,” he said. “Note-taking Bibles, for instance, are intended to help people interact with the text of Scripture. People are writing more in their Bibles these days, and that’s the level of engagement taking place from the publisher to the consumer.”
If, indeed, this is a “golden age” of Bible publishing, it’s an opportunity the church can’t waste, Doughty pointed out.
“Church leaders and disciple-makers should seek to harness interest in the Bible,” he said. “Through apologetics and examples of interfaith dialogue all over the world, now is a great time to walk with teens and twenties through big questions.”
Those steps include encouraging sincere questions about the Bible and acknowledging when topics are difficult. Connect Scripture and life together through various Bible translations as well as related notes and essays.
“Publishers have done an amazing service to the church in providing study Bibles directed toward almost every demographic or topic of interest you could imagine,” Doughty said. “In person, you can equip someone for Bible study simply by opening a study Bible and showing them how the cross-references, concordance or editors’ notes work.”
He also stated the importance of God’s Word being accessible for everyone.
“Rather than a private revelation or a preacher’s personal perspective, God has spoken the very words of Scripture as His life-giving, guiding communication to every person. If you encourage seekers to immerse themselves in the biblical storyline or the spiritual worship of the Psalms, the Holy Spirit will personally meet and answer them in ways you could never counsel.”
