With the battered U.S. economy still trying to pull out of the worst downturn since World War II, Christian retailers are preparing for the most important—and busiest—season of their year by promoting "real giving" this Christmas.

As financial analysts forecast flat holiday sales at best due to recession-weary consumers, retailers are ensuring that they don't lose the true spirit of the season in part by spotlighting Christian retail channel exclusives.

Retailers have responded enthusiastically to the campaign to see a million copies of the special-edition English Standard Version Outreach New Testament delivered to homes nationwide, according to Crossway Executive Vice President for Sales and Marketing Geoff Dennis.

Meanwhile, in part to promote the latest VeggieTales DVD—Saint Nicholas—A Story of Joyful Giving—Big Idea has partnered with Operation Christmas Child (OCC) for the first time to collect gifts for needy children worldwide.

The Crossway materials—including a Christmas message from author Max Lucado, packaged in a white door-hanger bag with the New Testament—are available to stores in 50-set boxes for $35 each, to use to build relationships with churches wanting materials for evangelism.

"We presented it at a local pastors' meeting in August and the response was very good," said Tina Beyer, co-owner of Skia Christian store in Bentonville, Ark., which won the first CBA Jim Carlson National Spirit of Excellence Award during the International Christian Retail Show in July. " "Churches are excited about a cost-effective way to reach the community as well as invite people into their churches. Our first church order was for 1,000 Bibles."

During the annual Choral Festival hosted by Christian Supply in Spartanburg, S.C., in August, owner Chuck Wallington gave a sample of the Good News of Christmas bag to each representative from 560 churches from around the Southeast.

Nearly 700 Christian stores nationwide will take part in the annual shoe-box collection in an effort to reach 8 million children this season, OCC officials said. Some of the stores are featuring both OCC and Saint Nicholas as a way to endorse the true meaning of Christmas.

"Christian stores are very important to OCC, and they play a key part in promoting the project," said Stacey Wilson, OCC's community relations coordinator. "Last year, stores serving as drop-off sites collected about 20,000 shoe-box gifts."

Last year, Skia collected 867 shoe boxes, Beyer said. Related to the partnership with OCC, Big Idea is offering consumers who purchase Saint Nicholas an opportunity to give away a previously released VeggieTales Christmas title by ordering it for free at its Web site, www.bigidea.com, and paying $2.99 for shipping and handling.

Greg Fritz, senior vice president of sales and marketing for Big Idea, said there has been "tremendous and inspiring response" from Christian retailers related to Saint Nicholas and OCC.

"Family Christian Stores is generously donating $1 for every Saint Nicholas DVD sold to the work of OCC," he said. "LifeWay Christian Stores … is offering a very special price on select VeggieTales products to people who bring in gifts (for OCC). Parable, Munce and Covenant marketing groups are also supporting the promotion in a significant way through in-store signage, catalog features, e-mail and online campaigns."

Meanwhile, other retailers are promoting the true spirit of the season in a variety of ways. Bryan Brock—manager of Christopher Matthew's Christian Store in Bel Air, Md., a member of the Association of Logos Bookstores—said the shop's marketing Christmastime campaign will focus on helping people buy "Gifts With Meaning."

"We are going to give 20% off entire purchases during December," he said. The idea is to increase traffic as well as promote the store as the place to buy gifts with meaning, Brock added. "In this kind of (economic) environment, we believe in taking some risks, especially since it looks like big-box stores are going to be doing less discounting this year due to lower inventory levels going into the season."

Lou Anne Fields—co-owner of the Count Your Blessings Christian Bookstore in Durant, Okla., which moved to a new 900-square-foot location last month—said she and husband John are giving away used Bibles during the holidays.

• Prev
• Next