Retailers today are moving in one of two directions, focusing on technology and price or on experience and emotional engagement. CBA President Curtis Riskey spoke to Christian retailers Saturday evening at the STL (Send the Light) Spring Invitational, urging them to “pick a strategy and be excellent at it.”

Riskey also posed a key question to retailers. Observing that half of the world’s population is under age 30, he asked: “Is the average age of our customer under 30?”

Sharing some of the findings from CBA’s latest State of the Industry report, Riskey said that 60% of stores said that sales were down in 2012, but some retailers did exceptionally well. Expenses have also gone up for Christian retail stores, reflected in a third year of increases. Riskey noted that “fiscal cliff” talks in Washington hurt consumer spending as well. One bright spot was 2012 Black Friday sales, which were up more than 22% compared to 2011.

To combat online competition, Riskey said CBA has joined with the National Retail Federation and the Retail Industry Leaders Association to support the Main Street Fairness Act, looking for a more level playing field for Christian retailers competing with Internet giants such as Amazon.

Looking ahead to CBA’s International Christian Retail Show, June 23-26 in St. Louis, Riskey highlighted certain facets of the show, including a Cover My Expense program, which provides a way of making the show pay for itself, and Lifestyle Stories, which will demonstrate different options stores can employ with a lifestyle focus and merchandising.

Send the Light wraps up its invitation-only event in Johnson City, Tenn., on Sunday, April 28. During the event, retailers heard from speakers and artists such as Jeff Bruenning from Parable Group, who spoke on merchandising and store reinvention; Castaway Kid (Tyndale House Publishers) author R.B. Mitchell; and singer Orlando Torres.

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