Faithful Shoppers: Baylor Religion Survey Examines Consumption of Religious Products

Dec. 18, 2006

Christmas: the season of giving, and for many Americans, the season to give products of a religious nature or theme. The recent Baylor Survey of Religion: American Piety in the 21st Century collected data concerning the consumption of religious goods, including how much is spent, what genres are purchased and who is buying.

Included in these statistics are such findings as:

• A full 16% of Americans who claim no religious affiliation ("religious nones") spent some amount of money on religious goods in the past month.

• More Black Protestants reported buying from at least 1 of the 13 genres than any other religious tradition (83%) in the past year.

• Surprisingly a full 24% of those who claim no religious affiliation purchased from at least one genre in the past year.

• Religious greeting cards were the most often purchased genre "in the past year."

To view the statistics, visit

To arrange an interview with Dr. Jerry Park, an assistant professor of sociology at Baylor, contact, senior staff writer, at (254) 710-6681 or, director of media relations, at (254) 710-6275. For more on the Baylor Survey of Religion: American Piety in the 21st Century, visit the Institute for Studies of Religion at Baylor University at

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