As cash-strapped consumers continue to keep a tight check on their wallets in the sliding economy, several Christian suppliers, publishers and distributors have launched promotions designed to “offer help” to bookstores.

Retailers welcomed the special offers, which they say have helped maintain and even boost sales in an uncertain economic climate.

John Gianotti, owner of Moments With Majesty Christian Books & Gifts in Pickerington, Ohio, told Christian Retailing that “the offer was too good to pass up” for apparel company Gardenfire’s “Bailout Package”—a promotion that plays off the government’s much-publicized financial rescue effort for troubled corporations.

Retailers can purchase Gardenfire’s entire adult line—featuring more than 70 designs—at $4.95 per shirt, which they then sell for $9.99 a piece.

“It’s a very good offer because the shirts typically retail for $14.99 and up,” Gianotti said. “What I’m seeing is the discounted shirts are flying off the shelf. People are more price-conscious.”

Michael Brink, apparel and music buyer for Arrowhead Parable Christian Store in Johnson City, N.Y., said the Gardenfire promotion had “definitely helped boost sales.”

“It has gotten traffic from our customers in the store,” he said. “In this economy, being able to offer something that strikes as a good deal makes people more willing to buy something that day.”

Gardenfire owner Jayme Brandt said he came up with the Bailout Package idea after hearing about the tough economic climate facing Christian bookstores.

“As we spoke more and more with independent stores during this economic crisis, we decided to offer help,” said Brandt, who started Eureka Springs, Ark.-based Gardenfire in 2007 after serving as a designer for several years for Kerusso and Red Letter 9. “We’ve had great response. It is opening new accounts for us.”

Crossway Books & Bibles recently launched an initiative to help retailers stimulate and drive sales in the year’s first quarter.

“We recognize that things have been very difficult for many CBA retailers,” said Crossway Executive Vice President for Sales and Marketing Geoff Dennis. “Crossway wants to do what we can to help relieve some of the pressure Christian retailers are feeling.”

The Retailer Recession Relief Program, which runs through April 15, was offered to all independent retailers and church bookstores. The components of the initiative include a 55% discount on all Crossway backlist titles and a delayed payment due date for all orders (May 15).

Thomas Nelson Vice President of Independent Retail/Direct to Church Sales Tom Knight said the company offers promotions—although not new because of the economy—“that drive traffic and offer great value” for retailers.

“This includes our ‘Best-seller of the Month’ promotion, which offers top titles at a significant discount,” Knight said. “We also offer deep discount promotions in areas such as reference products, which allow Christian retailers to showcase the depth of their inventory selection. … In some cases, our retail partners have been pleasantly surprised to hear the news that their sales with us has grown in such a difficult (economic) environment.”

Ruth Ann Page, book buyer for Cedar Springs Christian Stores in Knoxville, Tenn., said the stores’ three locations “appreciate the opportunity to pass on savings” from the Best-seller of the Month promotion.

“We make displays highlighting their best-sellers at 40% off,” said Page, noting Zondervan also offers a similar promotion. “We have a separate display for the $5 deals, particularly the fiction. We often select one of the $5 deals to display at the cash register for an impulse buy.”

The Nelson and Zondervan promotions help retailers, according to Page. “We have customers who are watching the bottom line closely,” she said. “It is nice to be able to offer them new, undated books on a great deal.”

Meanwhile, Joanna Price, director of marketing and promotions for New Day Christian Distributors, said the company’s free freight offer for any order of $300 or more had become more attractive for retailers in light of the economy.

“Money is tight and everyone is looking for ways to save money and time,” she said. “Making one call, fax, e-mail or electronic order to a distributor is much faster than calling several labels, receiving several invoices and writing several checks. When we can offer them convenience and save them money, it’s a win-win for them.”

Nola Haney, sales manager for Barbour Publishing, said 400 to 500 stores typically take advantage of the company’s “Super Christmas Sale” promotion—featuring free freight to retailers if they purchase the promotion’s nine different Christmas products, including a fiction title, CD and recipe books.

The Evangelical Christian Publishers Association (ECPA) is hoping to boost attendance and draw media attention for its new, consumer-oriented Christian Book Expo (CBE) this month by featuring well-known atheist Christopher Hitchens.

Scheduled for March 19-22 in Dallas, CBE will feature the discussion panel “Does the God of Christianity Exist, and What Difference Does It Make?” with Hitchens—author of God Is Not Great (Twelve/Grand Central Publishing/Hachette Book Group USA)—debating Douglas Wilson, author of Is Christianity Good for the World? (Canon Press); Lee Strobel, author of The Case for the Real Jesus (Zondervan); William Lane Craig, author of Reasonable Faith (Crossway Books & Bibles); and James Denison, author of Wrestling With God (Tyndale House Publishers).

“It will … help Christians defend their faith,” ECPA President Mark Kuyper told Christian Retailing. “People have probably never heard an apologetic debate on this level before. … The discussion panel topics and panelists selected are sure to garner the attention of book lovers and media alike.”

The other panels include “The Emerging Church,” “A Guided Tour of Heaven and Hell,” “Living Christianly in a Post-Christian Culture” and “What Is the Gospel?” CBE will also feature a screening of Collision, a documentary of a debate between Hitchens and Wilson.

To be held at the Dallas Convention Center, CBE will feature numerous authors speaking, signing books, conducting workshops and meeting consumers, a KidZone program, a Bible exhibit and worship events as well as an exhibition floor.

Single-day admission will be $29, with a three-day ticket costing $59. A $5-off coupon will be available through churches, with a further $5 coupon to be offered by publishers, ministries and retailers, ECPA said. Attendees who are under 17 will be allowed in free.

Although the economy is in a tailspin, Kuyper is hoping for up to 20,000 attendees at CBE.

“I feel encouraged about attendee turnout because it’s such an extreme value,” Kuyper said. “This is probably the largest Christian conference. With 150 workshops by more than 220 authors, and discount prices as low as $19, that’s an extreme value in the world of Christian conferences. An event like this is just what people are looking for because they’re getting a lot of value for the money. More than anything, the economy could drive attendance.”

As far as exhibitors, approximately 64 publishers, writers groups and publishing-affiliated companies have committed to participate, Kuyper said. Some publishers have joined forces to be able to participate in the event. Kuyper noted that Focus on the Family opted out of using a 1,000-square-foot area, instead deciding to work out of the Tyndale House Publishers booth.

“It’s a first-time event, and there’s an element of risk involved,” he said. “A handful of smaller publishers have come in and gone out. Basically, they said, ‘In our current economy, we’re having to cut back.’ ”

Organizers have reserved almost 400,000 square feet of space at the Dallas Convention Center. “The convention services company said that we’re doing much better than any first-year show and in this economy, it’s phenomenal,” Kuyper said.

Through its CBE partners—Christianity Today magazine, Christian Book Distributors, GodTube.com and Family Christian Stores—ECPA has been promoting the event to churches and consumers, who can purchase products at the event. Family will handle sales from the booths of 14 publishers. Additionally, Logos Bookstore in Dallas will handle sales for InterVarsity Press.

Kuyper is also hoping for increased interest in ECPA’s annual book awards at CBE. Thomas Nelson and Baker Publishing Group lead the field in this year’s Christian Book Awards.

Two hundred and eighteen titles published in 2008 were reviewed by 72 judges, with the winners to be announced the first night of CBE, March 19. The awards were previously announced at the International Christian Retail Show.

Munce Group members given waiver to help improve promotion returns

Zondervan has relaxed a block on direct-order service to small independent retailers that forced them to get their products from distributors.

The Grand Rapids, Mich.-based publisher has agreed to fulfill orders for smaller accounts that are members of the Munce Group after representations to Zondervan from the leading marketing company.

Although it affects only a small number of stores, the move means that they will be able to buy from Zondervan without meeting the usual minimum level required. Zondervan introduced the cut-off two years ago as part of an effort to encourage greater supply chain efficiencies in the Christian retail channel.

International shoppers at second annual Marketsquare event looking for books, Bibles, gifts

With American bookstores feeling the pinch of an economic downtown, Christian suppliers are finding windows of opportunity in developing countries that are reporting retail growth.

Recently released statistics compiled from surveys conducted at the Christian Trade Association International’s (CTAI) second annual Marketsquare International document a growth trend in certain markets, including Nigeria and South Africa.

Of the 74 international buyers attending the show, 24% reported growth and 37% reported strong growth.

“We look around America and see what’s happening and assume what’s happening here is happening around the world and to a certain extent, it’s true,” Jim Powell, president of CTAI, told Christian Retailing. “I think there are places in Africa, Asia, Latin America (that) are seeing reasonable sales growth despite what we’re experiencing in the United States.”

When asked for their product interests, (90%) of Marketsquare attendees said they were interested in purchasing books, followed by Bibles (81%), gifts (52%) with music, cards and apparel at 29% each and 29% planning to negotiate translation rights. Companies that participated in Marketsquare—held Jan. 14-17 in Atlanta—included Dicksons, Zondervan, Thomas Nelson, Harvest House Publishers, Brownlow Gifts, DaySpring Cards and Strang Communications.

Powell said he was “very pleased” with the turnout. A “different kind of buyer” is present at Marketsquare, he pointed out, explaining that a buyer he knows routinely ships a 40-foot container of product from the U.S. and many overseas retailers buy in bulk from the exhibitors.

On the floor, some exhibitors reported traffic as “slow” during various parts of the event, but several were more enthusiastic about their sales.

“It was really busy in the booth,” said Michele Maguire, national account manager at Standard Publishing, a first-time exhibitor. “We made good contacts, written some orders.”

Most of the buyers at Marketsquare (95%) said they attend CBA’s annual International Christian Retail Show in July, but they still felt it was important to attend a winter show as well.

Although visa problems last year allowed for only a couple of attendees from Nigeria, this year the country had the largest constituency. Edith Anyiwo, president of Joshua’s Bookmart in Puyallup, Nigeria, said she enjoyed Marketsquare because it saved money and energy.

“Most of my suppliers are here and it’s not as big as the usual book convention,” she said. “It’s easier for me to walk around, and it’s cost-effective.”

Powell said tentative plans were being made for Marketsquare International 2010, and he anticipated returning to Atlanta, which he said is a “perfect international hub.”

Popularity of pro-marriage film ‘indicates a broad market’ for faith-based entertainment

After shocking Hollywood by becoming the top independent movie release of 2008, the surprise hit drama Fireproof has made a big splash again, with its DVD release.

Released on video Jan. 27, Fireproof (Provident Films/Provident-Integrity Distribution) had the best first-week results ever in the Christian retail channel, breaking the previous DVD sales record set by Jonah: A VeggieTales Movie (Big Idea/Word Distribution) in 2004, according to Provident Films.

Fireproof—which stars Kirk Cameron as a firefighter who seeks God to rescue his marriage—finished atop the SoundScan Christian Videos list for sales the week ending Feb. 1.

Additionally, the pro-marriage film was ranked No. 2 in DVD sales among mass-market retailers during its first week out. Fireproof also was the fourth-most rented DVD nationwide during the same time period, according to Provident Films.

“We are thrilled with the response both at Christian retail and mass-market retailers,” said Bob Rubin, executive vice president for Sony Pictures Home Entertainment, which distributed the DVD at mass-market retail. “This strong sales performance is especially impressive in light of today’s economic climate and clearly indicates a broad market for faith-based entertainment.”

Fireproof also won this year’s John Templeton Foundation Epiphany Prize for Inspiring Movie. The film received the $100,000 Epiphany Prize for Film during the 17th Annual Movieguide Faith & Values Awards & Report to the Entertainment Industry, held Feb. 12 in Beverly Hills, Calif.

Fireproof has made $33.3 million since it debuted at No. 4 last September with $6.8 million total receipts in just 839 theaters, according to BoxOfficeMojo.com.

“Fireproof had the highest pre-sell of any Christian DVD ever,” Christian Book Distributors President Ray Hendrickson told Christian Retailing. “The Love Dare sales have been excellent.”

The Love Dare (B&H Books/B&H Publishing Group)—a book that was a focal point of the movie and written by the film’s co-producing brothers Stephen and Alex Kendrick—has sold more than a million copies, B&H officials said. Ranked near the top of the New York Times Paperback Advice best-seller list since its release last September, The Love Dare has also been a fixture in the top 10 best-seller lists of CBA and the Evangelical Christian Publishers Association.

Nearly 500 people attended a special DVD release party Jan. 26 at Christian Supply in Spartanburg, S.C., which featured Stephen Kendrick as well as several Fireproof cast members, including Erin Bethea, Ken Bevel, Harris Malcom and Jason McLeod.

Before Fireproof hit theaters last fall, Christian Supply owner Chuck Wallington sent out a personal message in an e-mail, challenging ministry leaders to see the film and then generate support for the movie.

“He’s (Wallington) been a great partner throughout the film, so the guys wanted to make the trip (to Christian Supply) to honor a retailer (who was) working so hard to get the word out about the film,” Monique Sondag, a publicist for Fireproof, told Christian Retailing. 

Suppliers ‘pleasantly surprised’ at number of independent retailers who came to purchase products

Despite economic hard times, the Munce Group’s Christian Product Expo (CPE) Hershey—formerly called CPE Regionals East—recently drew nearly an identical number of retailers as the 2008 show, and Christian bookstore representatives were in an upbeat mood.

Held Jan. 11-13 at the Hershey Lodge in Hershey, Pa., CPE Hershey attracted more than 200 independent retailers and 80 suppliers.

“The main difference was that we had stores attend from many states across the country including Texas, Arizona and California,” Munce Group Chief Operating Officer Kirk Blank told Christian Retailing. “In years past, we generally had stores from the northeast region of the country.”

The stores from Texas, Arizona and California would have likely attended the marketing company’s CPE Regionals West in Riverside, Calif., normally held in January. But Munce scrapped that show last fall—citing a glut of trade events scheduled for that time frame.

“I did have the thought that if it were not right in our backyard, I’d have had to think twice about going, but I’m so glad I went,” Margaret Umble, owner of J.O.Y. Bookstore in Sinking Spring, Pa., told Christian Retailing. “I bought very carefully at Hershey this year. … The mood was ‘we don’t know what the future holds, but we know who holds the future.’ ”

Jack and Ruth Ann Savage, owners of Jack’s Religious Gift Shop in Salisbury, Md., took two employees from their store to CPE Hershey, a four-hour drive from their business.

“We wouldn’t have gone if it was just a West Coast show,” Jack Savage said. “Hershey’s a good show, good fellowship, good products and easy buying. I thought it was quite a positive mood. I was surprised. They (retailers) seemed to be buying good. I didn’t catch a whole lot of discouragement from retailers.”

Russ Schwartz, key account manager for Thomas Nelson’s independent Christian retail sales, said sales were up approximately 30% over the previous year, with slightly more actual orders.

“We stayed busy the entire time with little downtime,” he said. “Most stores did mention that sales have either been flat or down, but many that we talked with are encouraged by the opportunities that they still have. Small shows like the CPE show are beneficial to Thomas Nelson as we are able to interact with smaller retailers and accounts.”

The theme for CPE Hershey was based on Psalm 34:8-9, “Taste and see that the Lord is good … .” The event featured a Bible conference led by Moody Publishers author and pastor Bill Rieser and Zondervan author and speaker Ronda Rich as well as comedian Charles Marshall and music from Brian Free & Assurance and Daniel Kirkley.

“Overall, we thought CPE Hershey was a success,” Blank said. “Retailers were eager to share ideas and find solutions as well as take advantage of the show specials from the vendors. Suppliers were pleasantly surprised at the amount of retailers who came to purchase products.”

Munce’s CPE Nashville is scheduled for Sept. 13-15 in the Nashville area. CPE Hershey is planned for Jan. 17-19, 2010.

Campaign offering biblical advice books seeks to provide ‘timely resource to families in need’

In response to the growing economic turmoil, CBA has launched an initiative to provide consumers with biblical financial help through their local Christian bookstore.

The retailers trade association has partnered with Focus on the Family, Salem Radio and Tyndale House Publishers for the Campaign Financial Aid (CFA) initiative, which will be supported by a national marketing campaign.

Retailers can participate in a number of ways, including offering recently released financial advice books such as Faith-Based Family Finances: Let Go of Worry and Grow in Confidence (Tyndale House Publishers) and Surviving Financial Meltdown: Confident Decisions in an Uncertain World (Focus on the Family/Tyndale House) by Ron Blue and Jeremy White. Surviving Financial Meltdown will be available to stores in heavily discounted promotional packs, including four free to give away to those customers who cannot afford it, CBA said.

The trade association previously partnered with Tyndale House on the successful Operation Worship Bible NLT campaign, through which CBA stores saw thousands of copies donated to U.S. military personnel overseas.

“As we experienced with the Operation Worship campaign, when we work in partnership to provide a resource to consumers with real ministry impact, our reach is far greater,” said Curtis Riskey, CBA’s strategic solutions executive. He added that the initiative will provide a “timely resource to families in need across the country.”

Retailers can also download CFA signage at tyndalebooksellers.com or www.cbaonline.org/nm/CampaignFinAid.htm to promote the financial products section of their stores. Additionally, retailers can download posters, postcards, newspaper ads, bagstuffers and e-mail templates to promote the campaign to their local communities.

Retailers are also encouraged to bring local financial advisers for in-store events, which could increase store traffic and provide a connection point for those in need, CBA said.

Online retailing growth, economic downturn cited as key reasons

Two leading church-affiliated stores recently closed.

Regarded as one of the largest Christian bookstores in the country and advertised as the largest in the South, Pathway Bookstore in Cleveland, Tenn., shut its doors Jan 14.

Operated by the Church of God (CoG), the Pathway store ran for many years in a smaller location at the organization’s publishing house building in Cleveland before the Pentecostal denomination opened a reported $2.5 million, 30,000-square-foot facility in August 1999.

“Due to the uncertainty of the economy and after much deliberation, the leadership of Pathway Press, its board of directors and leadership of the Church of God have made the difficult decision to close Pathway Bookstore, effective immediately,” said Scot Carter, director of CoG’s Department of Communications.

Pathway Bookstore—which will continue as a convention store for the denomination—directed customers with gift cards and layaways to a Web site at www.pathwaybookstore.com, which CoG will continue to maintain, CoG officials said.

White Wing Christian Bookstore, located near Pathway Bookstore, has reported an increase in sales since the closing of Pathway. Store manager Cliff Anderson told Christian Retailing that White Wing planned to expand to accommodate new customers.

Meanwhile, The Garden Bookstore at Houston’s First Baptist Church in Houston—a leading member of the church bookstore movement—was due to close by the end of February as part of cost-cutting moves at the church.

The 2,000-square-foot store with a staff of four was founded 16 years ago by manager Geni Hulsey, president of the Church Bookstore Network since it was founded in 2006.

Steven Murray, director of communications at the historic Southern Baptist church, told Christian Retailing that the decision to close the store had not been an easy one as it had been “ministering to our church family” since 1993 under (Hulsey’s) “faithful leadership.”

But the store’s ability to remain financially viable had been impacted by the growth in online retailing, and the recent downturn in the economy had seen consumers looking for deeper discounts.

“All of this, coupled with giving to the church running behind budgeted needs, has led the church to take steps to prevent being overspent this fiscal year,” Murray said. Action steps had included eliminating several positions in the church, cutting the budget for the rest of the year by 20% and closing the bookstore.

Many stores report category ‘steady or up,’ despite challenges

Despite the challenges associated with carrying gifts, Christian retailers say the area has been a bright spot for them in recent times and contributes to the continued vitality of their stores.

Christian Retailing’s Vital Signs study of this important category found two-thirds of stores reporting that their gift inventories were “steady or up” in the last couple of years, with the average number of SKUs held in inventory at around 750.

Gifts sales as a share of total revenues have remained steady or increased in 65% of stores. One in five retailers said gifts accounted for more than 40% of total sales, with many of this group also dedicating the largest amount of space set for the category.

Consumers who took part in the survey said they purchased an average of 14 gifts annually for others and an average of 10 items each year for themselves.

Retailers and consumers differed on the need for specific Bible content on gift items. Just under half (45%) of retailers said the presence of specific scripture references on products was “extremely important” when they selected inventory, and they estimated that 66% of their stock was “scriptural” in this way.

However, only 30% of participating shoppers said they preferred gifts with specific Bible verses, looking instead for items that were more generally “inspirational.”

Read the full Vital Signs survey report exclusively online at www.christianretailing.com.

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.