According to a recent report, Americans are turning to faith this holiday season, resulting in a notable rise in Bible sales. Sales of Bibles jumped 22% through October compared to the same period last year, as reported by Circana Bookscan and highlighted by The Wall Street Journal. In comparison, total U.S. print book sales saw only a 1% increase.
Publishers attribute this rise to factors such as fresh marketing strategies, attractive new designs, a sense of global uncertainty, and a surge in young, first-time buyers.
Hallow CEO Alex Jones described the trend as a “real revival” during an appearance on The Big Money Show. He shared his personal experience of reconnecting with his faith, which led to the creation of the Hallow app. Jones noted that thousands of people from various walks of life are using the app to explore their faith.
He observed a growing movement of young people rediscovering their faith and older individuals returning to the church. Reflecting on this, he said, “I think God is doing something really exciting, and it’s a privilege to be a part of it.”
The rise in Bible sales comes despite a broader trend of declining religious affiliation, with Gallup polling showing that only 68% of Americans identified as Christian last year, a historic low.
Jones, who also introduced the Pray 25 Advent Challenge on the Hallow app, encourages people to dedicate time daily to prayer. He explained that prayer isn’t just about personal comfort but about embracing God’s love and sharing it with others, particularly those in need. “What God is trying to do is fill you with love, help you understand how deeply you are loved, and encourage you to spread that love,” he said.