Bible sales are rapidly increasing in the United States and outpacing sales growth for other physical books, according to new data from market research firm Circana.

In a trend driven by uncertainty in the world and increased attention to discovering the Bible from podcasters and social media influencers, sales for the Bible have increased 22% through the first ten months of this year relative to the same period last year, according to data from Circana shared in a report from The Wall Street Journal. Many first-time Bible readers told the outlet that their purchase of the Bible reflected a desire to discover meaning and purpose.

Bible sales exceeded those for print books as a whole, which saw sales increase less than 1% during that same time horizon. There are also several popular mobile applications that enable reading of the Bible.

The past few years have seen several cultural figures share their inaugural attempts at reading the word of God: conservative media host Tucker Carlson said last year that he was reading the Bible for himself, a practice he rooted in his cultural Protestantism, while actor Tim Allen revealed this summer that his first reading of the Bible was “amazing and not at all what I was expecting.”

Hulk Hogan shared videos of his baptism at the end of last year, saying that “total surrender and dedication to Jesus is the greatest day of my life,” while media personality Russell Brand has repeatedly shared his newfound interest in Christianity. Kat Von D, a tattoo artist who previously partook in the occult, converted to Christianity last year and threw away her occult items.

The report on increased Bible sales from The Wall Street Journal noted that the trend comes amid a broader decline in Christian profession across the United States in recent decades.