Although the recession is still impacting shoppers, Christian retailers, suppliers and publishers are hoping for a little merrier holiday season this year.

Some are expecting an increase in Christmas sales over 2009—which yielded mixed results for the retail industry as the downturned economy, double-digit unemployment and a major winter storm hampered business.

Children's market consultant and author Mary Manz Simon said that "a big retail focal point is going to be toys" this holiday season.

"Toys have been quite recession-resistant, and the attention that Wal-Mart, Target and Sears are paying to toys already, so far in advance of Christmas, makes me want to tell CBA retailers: 'Make sure your toys are front and center in the store,' " she said.

Baker Publishing Group Executive Vice President of Sales and Marketing David Lewis said the company foresaw an increase in sales this fall and Christmas season.

"While we felt the effects of the economic uncertainty in 2009, we expect a much different experience this year," he said. "In 2009, we saw a decrease in sales, coupled with an increase in returns. However, in 2010 we are seeing a reversal in both areas, and we expect that to continue into the future."

Tyndale House Publishers Director of Sales Operations Sharon Heggeland said the company was "looking for somewhere between flat and another 5% increase versus Christmas '09."

Read the complete report in the December issue of Christian Retailing.

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