There was some "pretty encouraging news" in the preliminary findings of CBA's new operating statement survey, the trade association's communications and marketing director, Leon Wirth, announced at Super Session II: Christian Retail Benchmarks and Intelligence on Christian Consumers.

Looking at changes between 2001 and 2005, stores saw a 63% increase in net sales, from an average of $363,221 to $592,100, Wirth said. Price increases might account for part of that growth, he said, but another factor was that "we are working harder and selling better."

Also, there was a "positive trend" in the 18% increase in net sales per foot over the same period, from $125 to $148, Wirth added. The size of the average transaction grew 6.9% from $23.48 to $25.09, while the number of items purchased stayed level at three. Net profits before tax fell from 1.1% to 0.8%.

A study of category sales in the typical Christian store revealed some significant changes between 1999 and this year with Bibles dipping, books increasing "pretty significantly" and children's products doubling, possibly due to more grandchildren being born to baby boomers, Wirth said.

The survey will be finalized after more survey forms have been received. Wirth also announced that Britt Beemer, whose 1998 report CBA Marketing Strategies was widely influential in the industry, has been asked to update it. Results will be presented at the Future of the Industry sessions during CBA Advance in 2006.

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