Retailers gained tips on how to effectively reach the Catholic market in a workshop presentation from Louis McBride, store buyer for Baker Book House, Monday morning during ICRS.

Much of the Catholic market is underserved, so the Grand Rapids, Mich., store set out to meet the needs of those customers. With an average annual sales volume of more than $2 million, his store’s year-to-date sales of Catholic product is about $1,600.

“That’s a big improvement of $97 four years previous,” McBride said.

In the workshop, he offered product suggestions and shared ways to overcome objections in regard to carrying Catholic product.

McBride reminded retailers that there is a business element to stocking Catholic product.

“Whether or not you agree with the Catholic faith, there is a market here that is being missed and not well served,” he said. “That’s the other side of it. We all know as a CBA store, there is a business side and a ministry side. Catholics as Christians, too, can be ministered to and can minister to you in return, so carry the product they are looking for. It’s a win-win situation.”

Reluctance, anxiety or lack of product knowledge inhibits some retailers. But for starters, if retailers want to build their product selection, they can offer rosaries, missals, Catholic Bibles and devotional books.

There are also add-on sales opportunities. For example, a customer who purchases a rosary may also want to buy a rosary holder or companion guide. Catholic product may be stocked as gifts for confirmation, first communion, “Welcome to the church” or “Welcome back to the church” items.

One tip he offered was to hold an event featuring a Catholic speaker. Another bit of advice he shared was to hire a Catholic team member and have him share his knowledge with other staff.

Geri Gorman, buyer at Oriental Trading Company, said she wanted to attend the workshop to learn more about what opportunities there are and how to best serve Catholic customers. Currently, the company does six to eight mailings a year of a “Fun and Faith” catalog, which includes limited Catholic product.

“We carry a few products in our catalog, but there is always potential to grow and serve more customers,” Gorman said.

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