Christian retail stores can count on one solid Bible subcategory to connect them with churches and provide substantial sell-through—gift and award Bibles.

Bookstore Manager data for the year 2010 shows Thomas Nelson and Zondervan as the strongest companies in the top 10 of gift and award Bible sales, with Tyndale House Publishers and B&H Publishing Group also seeing good sales.

The top award Bible sold last year was a burgundy King James Version (KJV) edition from Thomas Nelson, according to Bookstore Manager, whose data shows the KJV as the old standby—with six of the top 10—a few New International Version (NIV) titles and one New Living Translation (NLT) Bible in last year's top 10.

"These Bibles are about fine-tuning the price/value equation," said Chip Brown, senior vice president of Bibles at Zondervan. "Binding choices, readability of text, presentation page, paper quality, features such as maps, dictionary-concordance (and) two-column format are what make them appealing."

Gary Davidson, vice president and group publisher for Bibles at Thomas Nelson, suggested stores mail flyers to area churches detailing the Bible offerings available that cater specifically to congregations. "It's an opportunity for retailers to form unique relationships with churches in their area by hosting pastor breakfasts or providing samples to local church leaders," he said.

Read more in the May issue of Christian Retailing.

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