If your store has not done much in communion ware or would like to grow your sales, here are some suggestions:

Ongoing promotions

A store’s yearly promotional program should include some emphasis on increasing sales of church supplies and especially communion ware. Anticipate church growth in the fall and the graduation and confirmation service in the spring.

Times and seasons

Take advantage of the Easter and Christmas seasons, two of the three times during the year when communion ware should especially be promoted. The third is Worldwide Communion Sunday, when many denominations celebrate communion the first Sunday of October.

Because of higher attendance at these times, there is often need for more communion ware. The Christian bookstore has a responsibility to help churches anticipate their needs and be prepared with the proper service.

Sound selling

Be sure to sell quality and known brands of communion ware. Select reputable styles and first introduce the best to your customer. Assure him or her that the products you sell can be added to or replaced in case of an accident. Advise your customer that what you sell is guaranteed, and the manufacturer stands with you in ensuring complete satisfaction.

Product knowledge

Few know the ins and outs of communion ware. Your customers need solid advice and complete information before making a purchase. Provide literature on different communion ware finishes, instruction on the meaning of distinct designs and information on how to care for it.

It is also important to know the sources and reputations of your suppliers. Suppliers must also offer catalogs for easy reference to their products. 

Additionally, retailers must learn the meaning of the terms used to describe the products, as well as the advantages and disadvantages of the materials used in manufacturing.

Added value

Engraving offers an added value to communion ware customers. Stores should promote engraving especially for memorials. Refer to suppliers’ catalogs that indicate the appropriate area on the product for engraving and for suggestions on how to word the memorial.

Distinctive displays

Like anything else, it is hard to sell merchandise that is in the backroom. Have samples on display, for the small space necessary—about 2 square feet—is important to show that your store can supply the materials needed. As a result, your dollar return will be great.

Add-on sales

For additional sales, be sure to promote accessories for communion ware, such as a glass washer or communion cup filler.

Tom Monk is vice president of Artistic Manufacturing. He can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..

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