‘New York Times’ best-selling book seen as ‘a necessary book to carry’ at Christian retail

Nobody—not Gary Chapman, not the folks at Moody’s Northfield Publishing, not the booksellers—had any idea that Chapman’s The 5 Love Languages: The Secret to Love That Lasts would see increased sales each year since its release in 1992. No one suspected that this book, Chapman’s third after Toward a Growing Marriage (1979) and Hope for the Separated (1982), would spend 296 weeks and counting on the New York Times best-seller list.

“The more people who read the book, the more they want to practice this simple but profound message, but they also want to gift it to friends and family members,” said Greg Thornton, senior vice president of media at Moody Bible Institute. “It defies all publishing logic that each year we’re selling more copies than the previous year.”

Chapman agrees. 

“I had no idea it would skyrocket like this,” he said. “But the simple message of The 5 Love Languages has potential to help people. It’s encouraging to see how the book has gone into the Christian community as well as the community at large.”

In fact, sales are nearing 8 million for the print, e-book, audio and gift editions of the title. These sales are happening in Christian retail stores, online and in places such as Barnes & Noble, Wal-Mart, Target, Kmart and even airport bookstores. But it was Christian retail that was base camp for the ascent of The 5 Love Languages. 

“Christian retail was the focal point of the book; it was where the demand was created and grown,” said Steve Gemeiner, director of sales for Moody Publishers. “They all carry it, advertise it and put it in their catalogs. The 5 Love Languages is not just a nice book to carry; it’s a necessary book to carry. It’s probably one of the most widely asked-for books that Christian retail can carry.”

The book does exceptionally well during the Valentine’s Day season, said Gemeiner, in part because bookstores across the nation highlight it in their ads and stores, and catalogs feature it on the cover. Add to that the deep discounts Moody Publishers offers, and The 5 Love Languages takes on a life of its own at Christian retail stores.

Baker Book House in Grand Rapids, Mich., has sold 805 copies in store and online since February, with 407 in that month alone. Store Manager Sue Smith bought 1,000 copies using the generous Moody discount, knowing the store would sell them all. Chapman’s appearance on Oprah Winfrey’s television network OWN in January didn’t hurt—the book jumped to No. 1 on Amazon after the show—but Smith believes it’s the book that sells itself.

“It’s a Christian book by a Christian author; it makes sense, it’s practical, easy to remember and apply,” she said. “That’s what makes it so popular. I know a lot of non-Christians who read it and understand it as well.”

Reaching beyond the Christian market was part of the plan back in 1992 when Moody launched its Northfield Publishing imprint. Trade retailers knew Moody Publishers’ books were religious and would almost automatically exclude them from their shelves. But Northfield books did not assume a working knowledge of Scripture by the reader, so books by personal finance author Larry Burkett and Chapman soon found their way onto trade retailer shelves. 

The 5 Love Languages was one of the first Northfield titles, with its genesis at Moody. Chapman had been doing marriage seminars for years, with the five love languages a section of each seminar. An editor suggested lifting out that part and making it into a book. Chapman still does those seminars, and the original The 5 Love Languages has birthed more than a dozen additional books and The Love Languages Devotional Bible released by Moody in late 2012. 

The 5 Love Languages for Children has sold nearly 1.2 million in all editions; The 5 Love Languages for Teens and Singles have sold more than 1 million combined. The 5 Love Languages of Apology has sold about 300,000, and was to be re-released in May with a new title, When Sorry Isn’t Enough.

While Chapman hasn’t pushed to expand the Love Languages brand, he is eager to meet needs when he sees them, as well as work with co-authors whose expertise is greater than his own. Paul White co-wrote The 5 Languages of Appreciation in the Workplace (2011, reissued in 2012), adding his knowledge of business to Chapman’s knowledge of relationships. Jocelyn Green, author of Faith Deployed: Daily Encouragement for Military Wives (Moody, 2009), co-wrote The 5 Love Languages Military Edition to be released in September. Chapman speaks as often as he can on military bases, and the military has bought thousands of copies of The 5 Love Languages.

“The reason I’ve worked with co-writers is because they’ve had something to offer that I didn’t have,” said Chapman. “I don’t necessarily plan to write with a co-writer, but if it’s a topic that I find someone with more experience, I’ll do it. I haven’t had any bad experiences.”

The international market is also strong, with more than 2 million copies of The 5 Love Languages sold in 49 languages. The principles translate easily, said Moody’s Thornton, adding that “all cultures seem to understand and appreciate the five different ways of giving and receiving love.” In fact, The Love Languages Devotional Bible had its beginnings when a Brazilian publisher requested license to create such a Bible written in Portugese. That prompted Moody to consider an English version; the Portuguese version will come out in 2015.

Moody, via its Northfield Publishing imprint, is looking to the future of The 5 Love Languages brand. The company is talking to Chapman about other books and plans to refresh backlist titles with new content, editing and covers as needed. The publisher has also helped create The Gary D. Chapman Chair of Marriage and Family at Moody Theological Seminary with an eye toward training pastors and leaders on marriage principles.

“We at Moody are so pleased to be associated with Gary in this longstanding, deep partnership that is serving an area of great need in the church,” said Thornton. “It’s a big benefit to us when husbands and wives give and receive love and have stronger and healthier marriages.”

Chapman, 75, has no plans to retire. He’s coming off nearly two years as interim pastor at his home church, Calvary Baptist in Winston-Salem, N.C., and hopes for more time to write. He still does two or three radio interviews a week and about 20 conferences a year. 

“My energy level is high, and life is very full,” he said. “The biggest challenge is knowing what invitations to accept and which to decline.”

In the meantime, Christian retailers continue what they started almost 14 years ago: “What happens is a manager or whoever reads it and it helps in their own marriage,” said Chapman. “When people come into the store and ask for a book about marriage, that person says ‘The 5 Love Languages is the place to start.’ ”

Sue Smith of Baker Book House agrees. 

“We know he’ll be good and we know the publisher has done a good job marketing the books,” she said. “Gary Chapman still owns the love and marriage section after all this time.”

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