The Millennial generation demands a wide selection and competitive prices for goods and services. Christian retailers need to adapt to the desires of these new shoppers, and in the gift market, there is a way to not only survive this shift, but to even thrive, according to Joe Knutson, co-president of gift company P. Graham Dunn.

"That way is with personalized gifts," Knutson says in a Market Trends report in the June issue of Inspirational Gift Mart magazine. "Today there are a wide variety of machines catering to the retail environment, putting the power of personalization into the hand of the local merchant."

Personalization is a category that is versatile, "which creates an experience in the store and often carries wider margins, personalization is showing tremendous growth," he adds. "The addition of personalized merchandise does not require the reinvention of your store; it is an added service that can adapt and enhance the best you currently offer."

Savvy retailers are taking their core business and making it even better through personalization, which Dunn offers via its in-store laser systems. "For a Christian retailer, personalization can become a part of their ministry to customers, offering a service that provides opportunities for ministry to customers," Knutson says.

Read the complete Market Trends report in the June issue of Inspirational Gift Mart magazine.

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