Inspirational gifts are more than just good margin, a veteran retailer told store representatives at a special CBA reception at AmericasMart.

"They have the ability to touch lives," said Michael Hupp, executive director of merchandising for Cokesbury stores and a member of the retailers' association's board, in a message encouraging stores to embrace what he said was the most controversial portion of their business because of the very personal way in which people viewed Christian gifts and their value.

Retailers were "totally missing the ministry value of gifts," he said, "if they just carried them for the margin on the grounds that "books is all God ever uses" to impact people "and music, on occasions."

"But a piece of wall décor might be passed from generation to generation and present Scripture daily to people who might not read the Bible," he added. "Recognize the ministry factor of what we do," he urged. "Don't underestimate the impact of the little novelty stuff. You never know what is going to work."

Sharing stories of people whose lives had been changed by inspirational gifts, Hupp noted how the category has grown from about a 20% share of the total revenues of the typical store to between 30% and 50% and in some cases as much as 70%.

He also acknowledged shifts in consumer tastes, observing how "the Amy Grant generation bought everything and anything because it was brand new," but their children "didn't want the stuff."

Around 40 people attended the 90-minute CBA reception Jan. 14, which also featured a presentation on trends in style and color by Caroline Kennedy, editor in chief of Gifts & Decorative Accessories magazine.

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