Bible sales are 'red-hot' — but not because of the 'Trump Bible'

President-elect Donald Trump has been aggressively marketing his so-called "Trump Bible" to MAGA Republicans and Christian nationalists.

But according to Fortune reporter Chris Morris, the "Trump Bible" doesn't play a significant role in the recent surge in Bible sales.

Rather, Morris attributes the increase to overall "anxiety."

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"While the book industry as a whole is flat so far this year," Morris reports in an article published on December 2, "sales of Bibles are red-hot. A series of anxiety-inducing events, from the election to inflation to international conflict, have driven more and more people to buy the book that is at the center of Christianity. Overall, sales are up 22 percent this year through the end of October, according to Circana BookScan."

The Americans purchasing Bibles, according to Morris, don't necessarily embrace Christian fundamentalism; many are "first timers" who are "spiritually curious."

These sales, Morris reports, come at a time when 28 percent of Americans identify as atheist, agnostic, or "nothing in particular."

"Not included in that total, by the way, is the so-called Donald Trump Bible, which includes the lyrics to Lee Greenwood's 'God Bless the USA' and a copy of the Constitution," according to Morris. "Nor are copies of other religious texts, including the Quran or the Hebrew Bible."

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Read Fortune's full article at this link (subscription required).