Experts are attributing the U.K.’s sharp increase in Bible sales to those born between 1997 and 2012, who are less atheistic compared to older generations, according to a recent survey conducted by OnePoll. 

A Christian publisher, the Society for Promoting Christian Knowledge (SPCK), reported that Bible sales in the U.K. increased by 87% between 2019 and 2024. The number of sales stood at $2.69 million euros in 2019 and increased to $5.02 million euros in 2024. Books in the category of “Bibles and liturgy” saw an increase as well, growing from $7 million euros in 2019 to $8.1 million in 2024. Publishers of a popular Bible edition for younger readers called “Good News Bible: The Youth Edition” reported that sales nearly doubled since 2021.

Some experts attribute the increase to Generation Z, which is less atheistic than older generations. According to OnePoll’s survey, 20% of millennials and 25% of Generation X reported they identified as atheists. However, only 13% of Generation Z stated they identify as atheists.

Reacting to the increase in Bible sales, Sam Richardson, chief executive of SPCK, called attention to the evidence indicating atheism has a weaker grip on the U.K.’s younger generation.

“We are at the center of a significant cultural shift regarding matters of faith and religion,” Richardson said. “Atheism, once considered by modern society to be the view of most rational adults, no longer seems to carry the same weight or appeal. Young people—Gen Z in particular—are statistically far less likely to identify as atheists than their parents.”

Mark Woods, head of communications at the Bible Society, spoke to The Times about the increase in Bible sales. He stated that “young people buying the Bible themselves, or parents buying for their children” and “churches buying it for their youth group or their local school” influenced the sales.

“Either way, there’s a very clear increase in demand,” Woods said. “This seems to arise from a perception that the Bible has something important to say to young people, and from a desire to make it accessible to them.”

Richardson believes the COVID-19 pandemic and the rise of mental health issues caused people to search for hope, and that spiked interest in reading the Bible. Similarly, after Bible sales rose in the U.S. last year, experts in the Christian book industry said they believe the search for hope has led more people to engage with Scripture.

In the first 10 months of 2024, Bible sales rose by 22% compared to 2023’s same months, according to Circana BookScan. Another report conducted by American Bible Society’s “State of the Bible USA 2024” discovered 21% of its Gen Z responders reported reading the Bible more often.

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