With the battered U.S. economy still trying to pull out of the worst downturn since World War II, Christian retailers are preparing for their most important-and busiest-season of their year by promoting "real giving" this Christmas.

As financial analysts forecast flat holiday sales at best due to recession-weary consumers, evangelical retailers are ensuring that they don't lose the true spirit of the season in part by spotlighting Christian retail channel exclusives.

Retailers have responded enthusiastically to the campaign to see a million copies of the special-edition English Standard Version Outreach New Testament delivered to homes nationwide, according to Crossway Executive Vice President for Sales and Marketing Geoff Dennis.

Meanwhile, in part to promote the latest VeggieTales DVD--Saint Nicholas-A Story of Joyful Giving--Big Idea has partnered with Operation Christmas Child (OCC) for the first time to collect gifts for needy children worldwide.

Nearly 700 Christian stores nationwide will take part in the annual shoe-box collection in an effort to reach 8 million children this season, OCC officials said. Some of the stores are featuring both OCC and Saint Nicholas as a way to endorse the true meaning of Christmas to their customers.

Other retailers are promoting the true spirit of the season in a variety of ways. Bryan Brock--manager of Christopher Matthew's Christian Store in Bel Air, Md., a member of the Association of Logos Bookstores--said the shop's marketing Christmastime campaign will focus on helping people buy "Gifts With Meaning."

Read the full report in the Nov. 9 issue of Christian Retailing magazine.

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