Articles about the decline of Christianity abound, most of them based on some form of public polling. For instance, in January 2024, the Pew Research Center posited that twenty-eight percent of American adults are “religiously unaffiliated,” up from sixteen percent in 2007.
Why is the Bible Gaining Popularity?
So, the recent news that Bible sales are up comes as a pleasant surprise. According to The Wall Street Journal, the increase is a considerable twenty-two percent, which is even more significant given that book sales, in general, increased by less than one percent.
The Journal cites a plausible set of reasons, “worries about the economy, conflicts abroad and uncertainty over the election.” No one can question that the last few years have been difficult, and the road ahead is uncertain.
Turning to God for comfort and the reassurance that there is a Divine Intelligence capable of seeing His people through trying times is, without question, the best way to handle the issues that face the world.
However, on another level, that seems too pat an answer, especially for those whose background in Christian doctrine and practice is ill-formed. Indeed, a general sense of insecurity could bring many people to God, and purchasing a Bible frequently follows an awakening of Faith.
The Search for Truth, Goodness and Beauty
One underlying cause of this uncertainty is that objective notions of truth, goodness and beauty have never been more roundly attacked. People crave these basic desires of the human soul, even in a thoroughly secular society. Such secularized souls often do not know for sure what they are missing, but they know that they are missing something—and that something is essential.
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One critical insight comes from Brandon Vogt, the general editor of the Word on Fire Bible Series,1 which has sold over half a million volumes since 2020. He recently explained his observations to the Catholic News Agency.
“People have grown weary of the ‘your truth, my truth’ paradigm and are hungry for the truth, which is partly why many are turning back to this ancient text which claims to be the very Word of God, not just one word among many.”
As with almost any other product, Bible publishers also pay great attention to the outward appearance of their offerings. Mr. Vogt’s associate, Jon Bator, added another dimension. He sees the “eye appeal” of any edition of the Bible as a second critical component.
“By leading with beauty in both design and content, it is especially meant to appeal to those who —whether they fully know it or not—are restlessly seeking the Lord.”
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Another likely reason is parents’ concern for their children’s spiritual development. In a world in which public (and far too many Catholic) schools promote various forms of depravity, the need for children to acquire a firm grasp of the Faith early on has never been greater.
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Unfortunately, the ability to meet this need has never been less. Since the late ‘60s, many church teachings have been “soft-pedaled,” leaving entire generations ill-formed in the truths of the Faith. There have been periodic attempts to “beef up” religious curricula during the last few decades. However, it is hard for parents and volunteer teachers to convey lessons to their children when their own grasp of them is weak.
Such parents often feel a commendable desire to provide their children with the training that they never had. Purchasing a good Bible is a reasonable place to start.
Selecting One Among Many
In typical American marketing fashion, retailers are selling bible products and accessories for every occasion, niche market and age group.
For example, the variety of available Bibles designed for the young is staggering. My First Communion Bible is really not a Bible, but rather a collection of twenty-six Bible Stories told in simple language and brightly illustrated. Another offering, the First Communion Bible, contains the complete New Testament. There are many editions for teens that address their concerns. There is even a Catholic Wedding Bible designed to be a gift to the newly married.
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Other available Bibles contain far more than the words of Scripture. Many also contain short commentaries, introductory essays for each book, devotional writings, timelines, maps, special indices, extra pages and wide margins for note-taking or “journaling.” Some are designed specifically for men, and others for women. The words of Scripture remain the same, but the auxiliary materials are different.
The booming sales of the Bible can only be explained by a restlessness inside Americans. There is a thirst for something beyond a materialistic secular society that indicates the work of grace inside souls. The increased sales of Bibles are only a symptom of something much more profound. This trend could lead to others, which might bring conversions and change in society.
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