This year's International Christian Retail Show (ICRS) closed with attendance a fraction higher than last year and a sense of satisfaction from organizers and attendees.

Occupying the smallest floor space in recent years, the resized four-day event at the America's Center in St. Louis, saw total attendance of 4,747, according to CBA's preliminary close-of-show count yesterday, slightly ahead of 2009's 4,744 in Denver.

Professional attendance was 1,675, 4.5% up on last year's 1,607, while international visitors numbered 390, a rise of 4% on Denver's 373. Exhibitors for 2010 totaled 322, compared to 299 a year ago.

Lorraine Valk, co-owner of Banner Books Parable Christian Store of St. Joseph in St. Joseph, Mich., said she was "encouraged and blessed."

"In talking with many people, I got the overall feeling that they were extremely pleased with the event and that they viewed the smaller show footprint as an advantage," said Valk, whose store won CBA's top honor for retailing excellence and was recognized for its marketing efforts. "There was more emphasis on content and value than on trying to build the fanciest booth with the biggest wow factor. Overall, there was a camaraderie and compassion for one another, including an open dialogue of sharing ideas and visions for the future."

A benefit CD to raise money for relief work in Haiti and a series of special offers and giveaways are among the highlights planned for the premiere Christian Store Day on Oct. 23.

Organizers of the campaign who hope that hundreds of Christian retailers across the country will join in the effort to drive traffic to Christian stores--announced earlier in the week--presented more specifics of the initiative at a special session. Around 20 retailers turned out to hear the details.

"We hope that there will be a carnival atmosphere, a reason to celebrate," said Bob Elder, executive vice president and COO of marketing agency Propeller Consulting, which has been working with CBA and suppliers supporting the effort. They include EMI CMG Distribution, Provident-Integrity Distribution, Word Distribution, Thomas Nelson, Tyndale House Publishers and Zondervan.

With a tagline of "celebrate faith and community," Christian Store Day aims to enthuse existing Christian retail consumers, draw back former customers and attract new shoppers with specials, prizes and author and artist appearances, similar to the Record Store Days that have promoted independent music stores.

The $5 Haiti compilation CD will feature artists such as Francesca Battistelli and Sidewalk Prophets, with royalties donated to the Haiti fund that will be divided between Compassion International, Samaritan's Purse and World Vision.

Among the specials confirmed so far is Word Label Group's knocking all its CDs down to $5 for the day, Elder said. In addition, Provident Label Group has moved the release of Third Day's new More to the Tuesday prior to the event (Oct. 19) to support the effort.

Stores will be asked to pay a nominal fee, yet to be determined, to be part of the program and will be included in a listing of participating locations at the event Web site, www.christianstoreday.com. Elder said that the chains and marketing groups had expressed interest in participating, too.

Debut novelist James Rubart toasted Christian retailers at the Heart of the Author Breakfast, thanking them for helping make his efforts and those of others available.

"You are not just selling books, you are not just selling music, you are not just selling gifts," he said. "Let me remind you that you are changing lives by the things that you give your customers. By what you do in your stores every day, you are part of the process of setting people free, and you are healing the brokenhearted."

Rubart offered his encouragement after talking about his B&H Publishing Group novel, Rooms, which he said he wrote after God spoke to him about overcoming fear to fulfill his lifelong dream of becoming a novelist.

Cynthia Ruchti, president of American Christian Fiction Writers (ACFW), said that by having book clubs meet in their stores if possible, or by facilitating and supporting groups as they meet elsewhere, retailers could "create a buzz that you don't have to pay for. It's a marketing tool for you that costs nothing, just that initial investment of your heart and your time."

Book lovers in general and fiction readers in particular were enthusiastic and shared that with others, Ruchti said. They were also often bloggers and used social media, helping to promote books and stores.

The winner was Calvary Church Bookstore of Ft. Lauderdale, Fla., which sold the most Live For Him product in the last 12 months. Two store employees, David Ogden and Mark Richter, will join Kerusso President and CEO Vic Kennett and Compassion in the Dominican Republic this December.

In the last five years with the help of Christian retailers, Kerusso has donated more than $360,000 to Compassion.