Though many view children's products as more recession-proof than other categories, they have not been immune to the effects of the economic downturn.

But while Christian retailers see mixed results with resources for youngsters, they recognize that the area remains an important focus of business, according to Christian Retailing's latest Vital Signs industry survey.

It found that children's product sales amounted to an average 11.4% of total revenues for stores--down slightly from an average of 12.3% two years ago.

The chief reason cited for the decline was the "overall economy." However, stores also mentioned pricing models from suppliers that don't match consumer desires. "Parents see value in a $10 book, but not in a $17 book," one respondent said.

Retailers reported that sales of Bibles for "young readers" and "beginning readers" were trending up, while receipts for just about all other children's categories were either steady or off. Almost half (44%) of stores said that sales were off in their kids' area, while for 28%, they were up slightly.

The prevailing prediction for the future was for some growth. Slightly more than a third (37%) predicted sales will remain where they are. The highest growth potential was seen in Bibles for young readers and for beginning readers (52% and 48%, respectively).

Read the complete report in the November issue of Christian Retailing magazine.

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