The 2008 Christmas season produced “a mixed bag” of results for Christian retailers, suppliers and publishers—but they sounded more upbeat than the gloomy reports from the worst U.S. holiday shopping period in nearly 40 years from the general market channel.

Sales at some of Mardel Christian & Education’s 27 stores were flat, according to President Jason Green, who noted that overall business increased thanks to strong openings at two new stores that launched during the Christmas season.

Apparel, framed art, gift items and Bibles were popular with the chain’s customers, he added, with the latter boosted by new releases, including Crossway Books & Bibles’ ESV (English Standard Version) Study Bible.

“We are optimistic about 2009,” Green said. “While we are concerned about the economic situation that is before us, we know that God is control.”

Dicksons Vice President of Marketing, Steve Mohler, said the company had heard “a mixed bag” of reports from independent bookstores. “It’s not all bad,” he said. “We’ve heard of different stores in Tennessee, Alabama and Georgia that had 8% to 12% increases. I’m pleasantly surprised that some stores had a good Christmas. There’s light out there.”

Mark Hutchinson—co-owner of Blessings Christian Marketplace, a chain of four stores based in Chilliwack, British Columbia—said December sales were up 16.9% from 2007.

Read the full report in the Feb. 9 issue of Christian Retailing.

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