Some suppliers see products without scripture as a help to build Christian retail traffic in today’s economy

The gift area at the International Christian Retail Show drew heavy traffic as a result of vendor giveaways, artist signings and 34 new exhibitors showing their wares at Debut Avenue.

After Abbey Press scaled back its booth for several years, the company returned its highly visible church steeple as the focal point of its booth, a decision made by new General Manager Greg Tate, a 20-year employee who hoped to “get the company back to its core and carry on the traditions of its founding monks.” 

While many returning vendors scaled back their show space, others used it as an opportunity to get creative with the space they had. Heritage Lace, situated on a corner space, cleverly used a large bakery display case to showcase its new “Petits Fours” line of soaps and towels. With the tagline “deliciously packaged,” the line uses creative packaging that resembles real-life desserts such as cupcakes, milkshakes and sorbets to house a towel with soap, bath crystals or bath bomb. 

“We are focusing on the popular bakery trend to create a great gift in the price point that people are looking for—the $10-$20 range,” said Dan De Cook, co-CEO of Heritage Lace.

Practical gifts for the home saw a surge at the show. Several textile companies offered pillowcases with scripture on them. Faceplant Prayers, a newcomer to the show, packages its pillowcases in a fabric envelope with a ichthus symbol, while another new vendor, Celestial Slumber, features a verse for the morning on one side of the pillowcase and one for night on the opposite side.

In the kitchen, Brownlow Gifts’ spatulas and trivets drew attention, even without scripture. 

“Stores are selling some products without scripture, not because they have lost their heart for ministry, but because they are trying to be practical and build foot traffic,” said company President Paul Brownlow.

The stain-resistant, dishwasher-safe spatulas have a conversion table on the back and retail for $7, $3 less than similar products at Williams-Sonoma and other retailers. Retailers at the show loved the price point and requested designs with scripture. 

“High-end gifts were tapped 10 years ago at $25, and now the sweet spot is in the $10-$15 range,” said Joanne Sheehan of the Promise Book Shoppe in Tarpon Springs, Fla., who was shopping at the Brownlow booth. 

Dicksons’ exclusive artist Emily McNabb offered a new look in Christian market with wood wall plaques that used large bold, handwritten letters and small, hand-cut block letters to spell out a Bible verse. The line was reminiscent of Pinterest, the popular social media photo-sharing website where people go to share ideas or “pin” others.

Black and white products were also noticeable throughout the gift section, including Dicksons’ “iBelieve” and “Hidden in My Heart.” 

Carpentree continued a popular event at the trade show with their Merchandising Moments, 20 minutes at its booth showing retailers take-away merchandising tips. 

Artist signings included Vic Kennett, CEO of Kerusso, signing copies of his new book Change Your Shirt, Change the World; Rose Mary Harris, creator of the “Really Woolly” line, signing new cards as part of the revival of the whimsical brand; and Abbey Press artist Sharyn Sowell signing journals while introducing “Thirsting for the Word” tea cups and tray sets. 

First-time exhibitors received heavy traffic at the show. Shoppers followed their noses to the Grilled Cheesus booth where inventor Meg Sheehan served up samples of grilled cheese with her sandwich maker that makes an impression of Jesus on the bread. Deirdre Handcrafted Jewelry, in business for more than 20 years, had a steady stream of traffic to view her extensive line of pewter and sterling silver jewelry. 

In addition to the typical perks of free shipping, product displays and in the case of Bob Siemon Deigns, lead-free pewter keyrings, Lighthouse Christian Products offered weary shoppers refreshments and foot massages, while Every Good Gift gave away a video camera and Kerusso, an iPad.

Innovation in products drew customers to DaySpring’s booth where one store ordered three displays of its “Blooming Expressions” the first day of the show. Designed from parent company Hallmark, with the press of a button, one of three flower designs blooms to reveal a message to the recipient. 

Colorful T-shirts for girls with a small logo on the front and large, fun artwork and witty sayings on the back are a new trend picked up by newcomer It’s A Girl Thing and veteran Kerusso in its 10-design “Cherished Girls” line. 

Gregg Gift Co. unveiled a line to Christian stores that already has high visibility from the word of mouth received by Christian music artists and sports figures that already wear the “LETGOdwork” line. The 45 designs are available on trucker hats, beanies, T-shirts, hoodies and bracelets. 

“These are targeted to reach the next generation of youth, exactly the market that Christian bookstores should be trying to reach,” said General Manager Jane Charette.

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