While sales in the children's department don't equate to the biggest moneymaker in a Christian retail store, the category may be one of the least affected by a downturned economy.

In many cases, experts believe, the category could even benefit from a recession. The primary reason: Parents are willing to do without in order to be able to provide for their children, and for Christians, that includes feeding and nurturing their youngsters' faith.

And when parents do buy for themselves, they often pick something up for their junior shopping companion as well.

Meanwhile, children's games lend themselves to being recession-proof not just at Christmas, but also throughout the year.

"Games are a better entertainment value than going out to the movies as they are usually less expensive and fun for more than one evening," said Rob Anderson, president of Cactus Game Design. "In tough economic and spiritual times, parents like spending more time together as a family, and games are a great vehicle for family time."

In addition, children's products are also less affected by online sales-where books and music have been hijacked-because of a high "touch and see" appeal at the store level, according to Big Idea's Brian Mitchell, director of marketing and licensing.

Supplies and retailers speak about the opportunities and challenges in the children's area in the latest installment of "The Essential Guide to Christian Retailing.

Read the complete report in the Oct. 12 issue of Christian Retailing magazine.

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