The Seagull Book chain will shut its doors for good after 38 years of operation, leaving its loyal customers without a trusted source for Latter-day Saint literature and gifts.
The unexpected closure follows years of mounting challenges in the retail industry, from declining in-store traffic to rising e-commerce competition.
As the news spreads, loyal shoppers are left scrambling to redeem gift cards and take advantage of last-minute discounts. But what led to this surprising end for a beloved institution?
A Long-Held Legacy Ends
Seagull Book was founded in 1987 and served as a trusted source for Latter-day Saint literature, books, and gifts. The closure will affect numerous customers in religious communities across Utah, Arizona, and Idaho.
Shifting Consumer Habits and E‑Commerce
The company’s 38 years in business made it a cornerstone for Latter-day Saint families, providing religious content and fostering a sense of community. Now, that legacy is coming to an abrupt halt.
Over the past decade, consumer habits have undergone a dramatic shift as shoppers increasingly favor the convenience, speed, and breadth of choice offered by online retailers.
The pandemic accelerated this change, training customers to expect home delivery, easy price comparisons, and around‑the‑clock access to products that once required a trip to a physical store.
Brick‑and‑mortar retailers in every niche have struggled to keep pace with these expectations while shouldering rising labor, rental, and inventory costs.
For specialty bookstores like Seagull Book, the squeeze has been especially intense: even loyal customers now default to digital platforms for books, media, and clothing, eroding the steady foot traffic these stores once relied on.
Latter-Day Saint Retail Trends
These broader retail shifts have reshaped the way Latter‑day Saint families discover and purchase religious content. A community once defined by regular visits to local LDS bookstores is now increasingly turning to publisher websites, e‑book platforms, streaming services, and large online marketplaces to access scripture study aids, inspirational titles, and modest clothing.
Younger members in particular are more comfortable buying digitally and consuming content through apps and devices instead of physical shelves.
As a result, faith‑based retailers that once served as cultural gathering points now face declining in‑store sales and rising competition from online channels, forcing companies like Deseret Book to consolidate brands, close locations, and rethink how they connect with an audience that is still highly engaged—but no longer tied to traditional storefronts.
Seagull Book’s Final Closure
Seagull Book is officially closing its doors on December 24, 2025, marking the end of its 38-year history. Sweet Salt, the modest clothing brand that shares ownership with Seagull, will also shut down.
This closure is a significant loss for Latter-day Saint communities who relied on Seagull for religious books, gifts, and other materials. The company’s cessation is a direct result of shifting consumer trends and a failing business model.
Utah Communities Hit Hard
In Utah, where the company originated and where Latter-day Saint communities are the largest, Seagull Books’ closure hits particularly hard.
Thousands of customers who relied on Seagull’s carefully curated selection of faith-based literature will no longer have access to this resource.
The closure also impacts local economies, as multiple stores across the state are shutting down. Community members now face the loss of a cherished local business.
Hundreds of Employees Affected
Around 200 employees, most of them part-time workers, will lose their jobs as a result of Seagull Book’s closure. Many of these employees are students, parents, and retirees who rely on flexible work schedules to support their families.
These workers, who have served loyal customers and created a welcoming environment, will now face an uncertain future during the holiday season.
What Customers Will Lose with Seagull Book’s Closure
Seagull Book is more than just a retail location for many Latter-day Saint families—it’s a community gathering space where shoppers can browse curated selections of religious books, find gift options for milestone celebrations, and connect with knowledgeable staff who understand their faith and values.
The stores offered discount pricing on scriptures, devotional materials, and modest clothing that reflected LDS cultural standards.
For families in smaller communities in Utah, Arizona, and Idaho, Seagull often provided the only local option for these specialized products, making the closure particularly acute in rural areas where shipping delays and online shopping limitations are more pronounced.
The loss of these physical spaces removes a vital touchpoint for religious education and community identity.
Lessons for Independent and Faith-Based Retailers
Seagull Book’s closure serves as a cautionary tale for independent and faith-based retailers nationwide. The company’s struggle illustrates that strong brand loyalty and niche market focus are no longer sufficient to sustain a brick-and-mortar business without significant digital integration and omnichannel strategy.
Retailers in religious, hobby, and specialty markets must now decide: invest heavily in e-commerce and digital marketing, pivot to experiential retail that justifies in-person visits, or accept consolidation into larger corporate ecosystems like Deseret Book.
For smaller faith-based retailers still operating, the question is urgent: adapt quickly or risk becoming another casualty of the retail transformation reshaping American commerce.
The Closure of Sweet Salt
In addition to Seagull Book, Sweet Salt, the modest clothing brand tied to Seagull Book, is also being wound down, with its clothing line discontinued and the site running a final ‘closing’ sale.
As this clothing brand closes, it highlights the difficulties faced by niche retailers that serve smaller, more specific markets. The closure will displace many loyal customers.
Alongside Seagull Book and Sweet Salt, Covenant Communications, Seagull’s publishing arm known for its Latter‑day Saint fiction and family‑focused nonfiction, will also cease new publishing. Its retirement further narrows the landscape of distinct LDS publishing imprints.
Deseret Book’s Consolidation Strategy
Deseret Book, Seagull’s parent company, will continue to operate under its own brand, absorbing Seagull’s functions and operations.
However, the company’s strategy to consolidate the religious retail space leaves open questions about the future of faith-based bookstores.
Deseret Book’s decision to consolidate rather than expand could signal a shift toward fewer, more centralized operations.
A Changing Business Model
Laurel Day, president of Deseret Book, explained that the closure of Seagull Book was driven by a shift in the company’s business model.
She stated that “the business model is no longer fulfilling the needs it once did as times and customer behaviors have changed.”
This admission highlights the increasing challenges faced by traditional retailers in adapting to the digital landscape.
Employee Frustrations
Employees affected by the closure have expressed frustration over the sudden loss of their jobs. Some employees, particularly those who worked part-time or seasonally, feel blindsided by the closure, especially as it came during the holiday season.
Many workers who had worked with Seagull Book for years have spoken out about the lack of preparation and unclear communication from management.
Deseret Book’s Response to the Shift
Deseret Book’s response to the Seagull closure has been to double down on its own brand, offering promotions such as a $10 coupon to affected Seagull customers.
While Deseret Book’s strategy has thus far kept it afloat, experts suggest that it, too, will eventually have to adapt its model to survive the ongoing retail disruption. Will the move be effective, or is it just a temporary solution?
The Future of Faith-Based Retail
The closure of Seagull Book is a wake-up call for religious retailers everywhere. As consumer habits evolve and online shopping becomes increasingly prevalent, the question remains: Can faith-based bookstores thrive in the digital age?
With more closures expected in the coming years, the future of Latter-day Saint retail remains uncertain. Will the shift to online platforms mark the end of these stores’ existence?
Sources:
Deseret News (April 2025) – Deseret Book to phase out Seagull Book stores by end of year
LDS Daily (April 2025) – Deseret Book to Phase Out Seagull Book Stores Amid Shifting Market Trends
LDS Daily (December 2025) – Seagull Book to Close All Stores on Christmas Eve
Shelf Awareness (April 2025) – Deseret Phasing Out Its Seagull Book Stores
Sweet Salt Clothing official website closing sale announcement (2025)
Deseret Book Company official statements and press releases (2025)
Laurel Day, President of Deseret Book, public statements on business model shift (2025)