With an estimated 7 million high school and college students graduating this spring, Christian retailers have the opportunity to impact the next generation. Eric Mullett, marketing director for gift books and backlist at Thomas Nelson, sees the season as a chance to provide meaningful gifts for consumers looking to affirm and celebrate the graduates in their lives.

Mullet gives retailers the ABCs not to miss in their gift book category in the June issue of Christian Retailing.

With the season extending from right after Easter into June, he recommends consistent, visible placement, keeping titles available throughout the two-month window.

He also encourages clear, invitational messaging. "Communicating that our graduates are our future and encouraging your customers that the inspiration found in the graduation books can impact that will be key," he writes.

Creative package pricing is also key, as customers may be buying for multiple graduates, and they're looking for deals.

Finally, gift books don't have to have "graduation" in the title, he said, suggesting classics like Hannah Hurnard's Hinds′ Feet on High Places or J. Oswald Chambers' My Utmost for His Highest.

Read the complete article in the June issue of Christian Retailing.

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