Despite the popularity of Christian products at secular retailers, managers of Christian book stores do not believe bigger stores like Wal-Mart and Books-A-Million represent a threat to their businesses.
And, in some instances, the managers said the sale of Christian literature by other stores may help.
Lew Burdette, owner of Kindred Inc., which opened in November 1999, said “the Christian customer base” is fairly large, with about $4 billion is sales nationwide. But Burdette said he isn’t worried about competition, adding he supports anything that promotes God’s word.
“I’m for any retailer promoting Christian products,” he said, “if we can spread God’s word through that area.”
Drew Jones, the manager at Cokesbury Christian Bookstore in Vestavia Hills, said he’s “pleased as punch” that larger retailers have Christian items.
“I don’t think it goes far enough,” he said. He also said even though there are several stores in the Birmingham area, the competition is not hurting business.
Jones said more people are shopping at Christian stores because of the family-friendly atmosphere.
As for the larger Christian super stores, Jones said the smaller retailers don’t have anything to worry about.
“I think people in general have loyalty to a place where they get good service,” he said.
The idea for larger Christian retailers comes from the supercenter ideology stems from secular business, Jones added.
“People like that you can get everything in one stop,” he said. The super stores came about because of consumer demand.
People want the convenience of getting all the shopping done in one stop, Jones said.
The larger Christian stores do face a danger though — being too big.
By buying in bulk, the retailer can reduce overhead costs, but “if you get too much stuff, your employees can’t know all of it.”
“I have always been a proponent of ‘competition’ for the Christian retail industry,” Mike Jolly, manager of LifeWay Christian Store in Homewood, said. He added competition leads to “more advertising, which draws people in” and “expands the market.”
Jolly doesn’t believe stores that carry Christian materials like Wal-Mart and Books-A-Million have made a major impact on the market. Instead, he says it encourages shoppers to shop at Christian stores.
Jolly used the example of a shopper finding a Max Lucado book or one of the books in the “Left Behind” series. A shopper may purchase the book, only to find the retailer only carries that one title or a limited supply.
He said that’s when the shopper will look to Christian stores for additional books, videos or music. LifeWay’s “whole mission is to make people aware of Christian products,” Jolly said.
Alabama’s fourth LifeWay Christian Store is set to open this spring in Dothan.
Pete McCullough, manager of Dove Christian Supply in Dothan, said he is less excited LifeWay is opening a store in his town in March. McCullough said stores like LifeWay have an advantage over independent businesses because they can purchase in-house materials cheaper, adding he resents his tithe money was being used to close him down.
“I’m totally against it,” McCullough said.
Darrell Holcombe, manager of The Amen Corner in Pelham said that even with the growth in the market the last few years, it “doesn’t seem to be harming us any.” He added secular stores selling Christian materials “actually create a market.”
Christian retailers are not the only ones who think larger retailers hurt them.
Joshua Meins, manager of Wal-Mart in Homewood, says he doesn’t think Wal-Mart will “necessarily hurt the Christian book stores.” A vendor updates and checks merchandise weekly, but Meins said Wal-Mart doesn’t have a large selection like Christian retailers.
“If people need something basic, they can get it, but if they want (something more) they have to go elsewhere,” said Meins. “We grow every day, but I don’t think we’ll expand the Christian section too much. There is always the possibility.”
“We try to be comparable to Wal-Mart, but we can’t,” said Lydia Bosarge, manager of Mobile Christian Bookstore, which is affiliated with the Church of Christ.
Bosarge said she has noticed a growth in the more popular titles at Wal-Mart and large book stores. The major retailers have started carrying popular Christian merchandise like videos by Bill Gaither and “Veggie-Tales.”
“It hurts the small business,” she said.
Lynn Walker, owner of Oasis Christian Bookstore in Auburn, says, “when I go to Wal-Mart, I see books” that are sometimes much cheaper than a small store can allow.
Walker believes a personal touch gives Oasis an edge over larger retailers. She said she and her husband George are available to talk to customers and help them find the right product.
While some of her customers go to other stores to buy things cheaper, she adds that “sometimes people who are searching might be afraid to come into a Christian book store.” Because of that, she’s happy other options are available to them.
“We’re not out to beat the other guy, we’re here to get the Word out,” said Martha Montgomery, manager of the Gospel Lighthouse Bible Book Center in Foley. She said she knows Wal-Mart is cheaper, but they don’t usually restock an item once it is sold.
“You’ve got to go where you can get it,” she said.
Jo Minton, manager of LifeWay in Montgomery said the store’s “customer service is No. 1” and that is what draws people in.
“We sell ourselves,” Minton said.
Catherine Shelton, who manages Central Christian Bookstore in Robertsdale, said her competition is almost nonexistent. Central is the only Christian book store in town. While there are a few Christian book stores within 15 miles of the store, she said the nearest Wal-Mart is not convenient for most people because it is further than most people want to drive.
Sam Colletti, manager of the Mobile LifeWay, believes retailers who sell Christian products may expand the market.
“The more exposure the Christian products get, the more the market will grow,” he said.
Another important factor is location, said Larry “Chico” Grider, owner of Lighthouse Bookstore Inc. in Auburn. He said while bigger stores can sometimes hurt the market with big-name products like “VeggieTales” videos and Bibles, “a lot depends on the location.”
“Some areas can tolerate the large and the small store,” Grider said.
Christian Bible and Gift Shop in Fort Payne is located next to a Wal-Mart Supercenter. Manager Christian Johnson said she believes the store affects her sales, but adds customers looking for Christian merchandise will still shop with her.
Johnson said she has been lucky that publishers and distributors have worked to help the store compete with Wal-Mart. Christian retailers have the edge though because of the customer service, she said.
Steve Archer, manager of Bible Outlet in Boaz, offered a similar opinion, saying retailers who buy in bulk “put a huge dent” in the Christian market. He said retailers like Sam’s who can buy in bulk are able to carry cheaper products.
“It’s hard to compete with prices” for bigger retailers, said Janie Bogus, manager of Mars Hill Book Store in Florence.
David Collins, manager of LifeWay in Huntsville, said he thinks it’s “neat” secular companies have noticed a market for Christian merchandise, crediting larger retailers with helping improve sales.
Collins said he considers secular stores selling Christian materials as co-laborers.
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