Economic slump may have ‘good news’ benefits, say retailers

Although consumers continue to pull back on discretionary spending in a troubled economy, more people are looking for spiritual help in hard times.

That’s the hope of many Christian publishers and retailers, who told Christian Retailing that Bibles and books offering biblical financial and other help have seen a spike in sales in light of the harshest economic crisis since the Great Depression. They say the resurgence in spiritual matters has been similar to the renewed interest in God after the Sept. 11 terrorist attacks.

Phil Biddle—who recently sold his Vine and Branches Christian Bookstore in Lodi, Calif.—said Bible sales were “extremely strong” at Christmastime, increasing at least 7% from the previous year.

“The times are … tough enough that people are starting to pay attention and want the comfort of God’s Word,” he said.

Gabrielle Pyles, manager of Christ Centered Book & Music in Fort Myers, Fla., added: “In the financial times that we are in, people do not know where else to turn but their Creator. Sometimes these times are the only wake-up call that people will listen to in order to truly find out where their source of strength comes from.”

Pyles said top sellers for her store included Financial Armageddon by John Hagee (FrontLine/Strang Book Group), The Shack (Windblown Media/Hachette Book Group USA) and the Fireproof DVD, as well as materials related to the movie.

Matt Baugher, vice president and publisher of Thomas Nelson’s Practical Living & Spiritual Growth publishing unit, said the empty and helpless feeling caused by the economic downturn was driving “people both consciously and subconsciously to messages of hope and assurance.”

“General titles on spiritual growth and theology might be a bit down in sales, but titles which concentrate on practical and spiritual assistance in troubled times are rising to the top,” he said. “Our biggest seller in this regard would be What in the World Is Going On? by David Jeremiah. We view it as nothing less than providential that this book released when it did last October.

“People are a little worried right now, and they want to know what the Bible has to say about tough times and what these indicators might mean from an eternal perspective,” Baugher added.

He noted that financial expert Dave Ramsey’s The Total Money Makeover continued to sell “extremely well” in both mainstream and Christian stores.

John Johnson, national sales director for Tyndale House Publishers, said Surviving Financial Meltdown by Ron Blue and Jeremy White was generating lots of interest. Co-published with Focus on the Family, the book was part of CBA’s Campaign Financial Aid initiative, which seeks to provide consumers with biblical financial help through their local Christian bookstore.

Bill and Tina Beyer, owners of the trend-setting Skia store in Bentonville, Ark., made a special purchase of several financial books and workbooks.“We are passing the lower costs on to our customers and sales have been robust,” Bill Beyer said.

Backing up the positive outlook of publishers and retailers, sales of religious books increased 3.5% in December, according to the Association of American Publishers.Sales of religious books previously decreased 9%, 25.6%, 11.8% and 10.8% for the months of November, October, September and August, respectively.

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