Despite the growing challenge of online sales, music can "still play a starring role in Christian retail," according to CBA President Bill Anderson, speaking in support of a new study on Christian retail music sales.

Unveiled at the International Christian Retail Show in Atlanta earlier this month and now on sale to Christian retailers and suppliers, Sound Decisions is a joint study with the Christian Music Trade Association (CMTA).

The research "uncovers some surprising results that I believe will challenge some previous assumptions about Christian music and its opportunities for Christian retail," said Anderson in a statement.

Among the key findings are that quality of selection is important, and that music buyers increase traffic for other categories in Christian retail stores. The research contains "Christian product purchasing intelligence" and makes recommendations specific to Christian retail stores, CBA and the CMTA said.

"At the same time that the overall music business is in the midst of change, Christian and gospel music continues to make an enormous impression on our culture," said John W. Styll, president of the CMTA. "That presents an opportunity for retailers who will find ways to turn this interest in music into increased traffic and sales. Sound Decisions reaffirms that Christian consumers want to shop at Christian retail."

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