Sales data reveals Christian retail channel strengths and potential, consumer spending habits

A new report on Christian book buyers' habits offers encouragement and growth opportunities for Christian retailers.

Despite the broadening of the market for Christian products in the last few years, Christian retail stores remain the single biggest channel for overall sales, according to data from the Evangelical Christian Publishers Association (ECPA).

Christian stores accounted for 33% of all Christian book purchases last year, ahead of the Internet (27%) and big box bookstores (26%). The ranking is revealed in the ECPA's 2009 Consumer Demographics & Buying Behaviors Annual Report.

Drawing from surveys of more than 44,000 book buyers, the second annual report of its kind added Bible sales data for the first time, looking at how categories fared in different channels and the varying purchase profiles of five groups of Christians, from "active" to "cultural" believers.

An industry-wide search is finalized, while other suppliers announce separate services

Details of an industry-wide platform to help brick-and-mortar Christian retail stores secure some of the growing e-book market were expected to be announced last month.

Speaking to Christian Retailing in September, CBA Executive Director Curtis Riskey said that the e-book wish-list solution drawn up following discussions with retailing and publishing leaders had been shopped to possible providers with hopes that the successful candidate might be announced in October.

The need to help stores offer e-book purchase options to customers was identified as a top priority at the International Christian Retail Show in June, since when the CBA-led working group has been looking to come up with a solution that fits as broadly as possible.

Chains, marketing groups 'actively working' or 'not considering' digital solution for growing format

Christian bookstore chains and marketing groups are taking varying approaches for delivering e-books to their stores in order to help them compete in the mushrooming digital market—the fastest-growing sector in the publishing industry.

Despite an industry-wide effort began at the International Christian Retail Show in St. Louis this summer—where the impact of digital publishing on retailers was a major focus—some chains are taking a wait-and-see strategy, while other groups are aggressively looking for ways to make e-books available to their shoppers online or in-store.

With consumer demand rising rapidly, digital books—which generally cost less than hardcover books—have seen explosive growth. E-books made up 2.9% of all trade book sales in the first five months of 2009, but grew to 8.5% in the same period of 2010, according to the Association of American Publishers (AAP)—spurred by sales of the Amazon Kindle and the new Apple iPad. As of June, year-to-date e-book sales were up more than 200% on 2009, AAP said.

Some 'interest' in possible STL Distribution purchase

Potential buyers for STL Distribution North America (STLD) have stepped forward since the wholesaler was put up for sale in August.

Tara Powers, spokesperson for owner Biblica, told Christian Retailing in September that it was "premature to share specific details," but that the Colorado Springs, Colo.-based ministry had "received interest from several companies to date."

Retailers and suppliers both 'encouraged, upbeat and optimistic'

Despite an economy that continues to struggle, sales were brisk and attendance was up for the Munce Group's Christian Product Expo (CPE) from last year's show.

Held Sept. 12-14 at the Embassy Suites Murfreesboro Hotel and Convention Center in Murfreesboro, Tenn., CPE Nashville 2010 saw a 13% increase in retailer attendance over 2009, while supplier attendance was up approximately 8%, according to organizers.

"While the economy is an ever present challenge, retailers and suppliers attend CPE because they know it is beneficial to their businesses," said Munce Group President Kirk Blank. More than 400 retailers and vendors attended the Munce members-only event.

Wheaton location established with South Africa-based partner

Industry leaders are praising Tyndale House Publishers’ plans to open a new Christian bookstore in Wheaton, Ill., this month in a joint venture with South Africa-based Christian Publishing Company (CPC)—comprised of Christian Art Gifts and CUM Books.

To be located in an existing building in a shopping center, the 5,000-square-foot Johnsen & Taylor Bookstore is named in honor of Chris Johnsen, who founded Christian Art Gifts of South Africa and is owner of CPC, and Kenneth Taylor—founder of Carol Stream, Ill.-based Tyndale House.

Tyndale—which was recognized with CBA’s Channel Champion Award for its support of Christian stores at June’s International Christian Retail Show in St. Louis—joins a small group of Christian product industry suppliers with retail operations too.

Biblica seeks buyer for distribution division to ‘build on success’

STL Distribution North America (STLD), the second largest Christian products distributor, has been put up for sale.

The owners are looking for a possible purchaser for the Elizabethton, Tenn.-based wholesaler as part of “an ongoing strategic review of our ministry operations,” said Doug Lockhart, CEO of Biblica, North America, when he announced the move in August.

Dating back almost 40 years and with annual revenues of around $40 million, STLD is smaller than Spring Arbor, part of the Ingram Content Group.

Days prior to the disclosure of the hunt for a buyer, STLD unveiled plans for a $1 million-plus print on demand investment—which President Glenn Bailey said would not be affected by the proposed divestiture.

An emphasis on helping their community is bearing fruit for some retailers

A “service first” emphasis is bearing fruit for stores reaching out beyond their four walls to to their community.

Though efforts such as providing hospitality tents at festivals and fundraising for pro-life ministries and health clinics are not gimmicks to increase traffic, they have helped the businesses by raising their local profile and generating goodwill—and in some cases led to more sales.

Other ways  include partnering with local businesses in cross-promotions and even hosting a biker’s wedding.

“Community outreach and ministry is definitely a key differentiator when considering a local Christian store versus general market competitors,” CBA Executive Director Curtis Riskey told Christian Retailing.

No-cost access for ‘Holman Christian Standard Study Bible,’ fiction ads for video war games

B&H Publishing Group’s major new Holman Christian Standard (HCS) Study Bible will also be available online free when it goes on sale this month.

With print prices ranging from $49.99 to $150, the contents of the 2,000-plus-page study edition of the Holman Christian Standard Study Bible can also be found at www.mystudybible.com, with additional B&H resources also available for access there.

Organization’s layoffs forced by ‘twin economic challenges’ of financial downturn, founder James Dobson’s departure

In the latest round of cuts, Focus on the Family has laid off 110 workers, reducing its staff to 750—and by nearly half from eight years ago.

Announcing a $27 million reduction in its budget earlier in August, the Colorado Springs, Colo.-based organization said that the move was “necessitated by twin economic challenges.”