As popularity of Christian products grows, Christian retailers offer ministry plus merchandise

It’s becoming more and more of a common sight at the mall and even at the grocery store — Christian books and media line the shelves at large retail stores.  
   
These new outlets for Christian products are creating an interesting market dynamic, according to Chris Turner, media relations manager for LifeWay Christian Resources of the Southern Baptist Convention. 
   
“On one hand, this is good in that it exposes more people than ever to spiritually life-changing products. But on the other, it runs the risk of exposing people to only the most popular products and not the overall assortment that can touch them in even deeper ways,” he said, noting that the average LifeWay Christian Store has nearly 20,000 Christian titles on the shelf as compared to the dozens of best sellers found in Wal-Mart.  
   
According to Turner, some small Christian retailers have found it difficult to compete with retail giants like Wal-Mart and Barnes & Noble.  
   
Even so, many Christian store representatives are confident that the ministry aspect of their store will continue to attract customers for years to come. 
   
Joshua Byrd, manager of the Family Christian store in Gardendale, said customer service is what differentiates Christian stores from larger retailers.  
   
“We offer ministry as well as a great product,” he said. “You aren’t going to be able to pray with someone at Wal-Mart.” 
   
Darrell Holcombe, owner of The Amen Corner stores in Pelham and Childersburg for 26 years, said he believes that Christian products in larger retailers’ stores will pique the interest of individuals who would not ordinarily buy Christian books. It may even cause them to come into his store, where there is more selection and personal service, he said.
   
“I think the [Christian bookstore market] is in a state of change. As long as [Christian bookstores] do a good job with customer service, knowledge of the product and inventory selection, we will be fine,” Holcombe said. 
   
Christian fiction is one of his biggest sellers, accounting for 30 percent of The Amen Corner’s total book sales, he said. Holcombe attributes this to the fact that people like stories and the stories in Christian fiction not only have a good plot line but also are “spiritually enhancing.”
   
He said books on women’s issues were second to fiction in sales. 
   
According to Turner, book sales “vary greatly by market and tend to be influenced by major issues Christians face today and by season.”  
   
For example, each January, more books on personal finance and fitness tend to be sold as people recommit themselves to improvement in those areas of their lives. “We are currently seeing personal devotions and well-written Christian fiction selling well,” Turner said. 
   
Along with Christian fiction, Celia Green, an eight-year associate with the LifeWay store in Huntsville, has noticed that Bible studies — especially Beth Moore’s — are hard to keep on the shelves and believes that Henry Blackaby’s “Experiencing God” has probably been the No. 1 selling Bible study in her store.  
   
Though the overwhelming percent of sales in Christian bookstores come from core products such as Bibles, books and Bible study materials, Turner explained that there has been an increasing interest in gifts.  
   
“As more and more Christians decide for their home to be an extension of their faith, they decorate with items that utilize Scripture to remind friends and family of the hope found only in Christ,” he said. 
   
Green noted that items such as housewares, Christian jewelry and Willow Tree figurines are big sellers and there is always a customer browsing in the music department looking for praise or contemporary albums or backup tracks.  
   
Much of her store’s success has to do with customer loyalty, she said. 
   
And that seems to be true of other stores as well. 
   
For Sally Kingsley of Birmingham, a longtime customer of Family Christian and LifeWay bookstores, deciding whether to go to a Wal-Mart or a Christian bookstore for her books is an easy choice.  
   
“When a customer comes in (a Christian bookstore) with spiritual needs, the associate often stops and takes time to listen,” she said. “People often come in looking for something other than books. Christian bookstores not only sell products, they reach people.” 
   
For more information on Christian retail and to view the 2006 fall book listing, visit www.christianretailing.com. To access LifeWay stores online, visit www.thealabamabaptist.org and click on the “Click here to visit LifeWay Christian Stores” button at the bottom of the page.