Media Information on Christian Retail

For more information on CBA, the industry, or to request an interview with CBA president Bill Anderson, contact Nancy Guthrie.

 

Size of the Industry

A study conducted by CBA shows the retail value of Christian products sold by CBA member suppliers through all distribution channels reached $4.63 billion in 2006, up from $4.34 billion in 2004, $4.2 billion in 2002, and $4 billion in 2000.  The Christian Retail Channel continues to distribute the majority market share (52.4%) of a still-expanding marketplace of Christian products, while the general market channels (i.e. warehouse clubs, mass merchandisers, and big-box bookstores) sold 32.6% and other channels (including direct-to-consumer, church, and nonprofit ministry sales) sold 15.1%.

Updated July 2007

 

CBA: The Association for Christian Retail

Colorado Springs-based CBA is the trade association for the Christian retail channel, serving the interests and meeting the needs of 2,055 member Christian stores. These stores provide Bibles, Christian books, curriculum, apparel, music, videos, gifts, greeting cards, children's resources, and other materials. CBA and their member stores also work with 570 associate member book publishers, record companies, gift companies and other product suppliers. CBA also works with the ChristianTrade Association International to help serve the meeting and information needs of over 1,000 Christian stores and suppliers in over 50 countries around the world.

Of CBA's retail membership, 55% are independent retailers, 31% are chain stores (including nationally owned large chains and locally owned smaller city or regional chains) and 14% are church, camp, or campus bookstores.

 

Christian Retail News & Trends

Sales Performance

According to the results of the State of the Industry survey conducted by CBA in January 2007, nearly half (48.4%) of Christian retailers indicated their sales were up in 2006, while 40.9% of retailers indicated sales were down. Looking to the coming year, 77% of stores who participated in the survey indicated they anticipate sales will be up in 2007, which reflects increased optimism from last year in which 68% anticipated an increase in 2006 sales. Likewise, 67% anticipate being more profitable in 2007.

Finding a Christian Retail Store

Thousands of new consumers make contact with CBA member stores each month through www.christianstores.org and through CBA’s toll-free store-direct locator number, (800) 991-7747. Consumers who access CBA’s Web site can search for local member stores, view contact information, plus print direction maps. Web addresses are listed when stores have provided that information to CBA. A click on a Web link takes a consumer directly to that store’s Web site. When consumers call CBA’s store-direct 800 number, the call is routed directly to a nearby CBA member store.

Products

In addition to books and Bibles, today's Christian stores carry a wide array of apparel, children's products, curriculum, gifts, greeting cards, music, software, and videos. They offer a wide range of services in an inviting atmosphere. Based on a random sample of 140 independent Christian retailers in 2003, 35.6% of a store's products sold during 2003 were books. Bibles accounted for the next largest segment of sales at 19.7%. Gifts: 19.3%, Music: 16.2%, other: 9.2%.

Store Openings and Closings

The Christian Retail Channel added 589 store locations in 2006, up from 437 new stores in 2005. Store closures reached 286 in 2006 compared to 337 closings in 2005, creating a net gain in 2006 of 303 Christian store locations. Of the stores that opened during 2006, 21% were church stores and 5% were Hispanic Christian stores. Only 22% of the stores that closed in 2006 were CBA member stores and of those, more than half were under $250,000 in annual sales volume.

Consumer Trends

Consumers of Christian books read more, spend more on books, shop at bookstores more, and visit the library more often than the general population, according to the 2005 Christian Book and Consumer Purchasing Report by Ipsos BookTrends research group, commissioned by the Evangelical Christian Publishers Association. Christian-book buyers read more than the overall population, according to the study; 32% of those surveyed reported reading more than three titles a month, compared to 29% overall. 58% read at least one book per month, compared to 55% of the general public. Bookstore visits among Christian retail consumers averaged nine visits a year, 40% more than the general population. Spending habits at those bookstores were also higher among Christian-market shoppers, who spent an average of $300 a year on books, while the general public spent just $200 a year. Research showed Christians also give books as gifts more often (32% compared to 28%), borrow books from the library 3% more (42% compared to 39%), and loan them to friends 4% more (36% compared to 32%) than the general population.

Competition

“Competition is always a factor in business.  We have seen competition increase dramatically within the industry as was as from outside the industry.  As chains and buying groups within our industry become more sophisticated in business practices, they continue to raise the bar so that competition among them becomes livelier.  Availability of our products in more outlets means more competition, but also means increased awareness, availability, and consumer service for our products. The general market is increasingly interested in selling Christian products, but they do not carry a depth of product. The Christian retail channel is the primary seller of backlist products. General-market retailers are mostly interested in selling titles that have a proven track record as bestsellers established in the Christian market first.” - Bill Anderson, CBA President and CEO

With Christian products being sold in more places, CBA’s aim is to help its members become highly skilled and effective Christian retailers who are making a major impact in the culture through the products, experiences, and services they provide.

 

CBA Events: Where the Industry Meets

Each summer, the Christian industry gathers at the International Christian Retail Show. During this networking and buying event, representatives from all 50 states and more than 60 countries come together for the largest annual gathering of Christian retailers and product suppliers in the world. The "latest and greatest" in Christian products are exhibited by more than 400 companies. Six acres of exhibits—the equivalent of six football fields—create a Christian retail superstore. Representatives from Christian retail stores place orders, research new product and marketing trends, glean ideas for merchandising techniques and store promotions, and attend business seminars on advertising, marketing, and financial matters.

In 2008, the International Christian Retail Show will be held in Orlando, FL, at the Orange County Convention Center, July 13-17.

Future Dates and Locations:

2009: Denver, CO; Colorado Convention Center; July 12-16

In addition, CBA holds the Industry Conference, a professional conference that targets industry challenges and provides a forum for retailers and suppliers to come together to develop actionable solutions.

To request media credentials for the International Christian Retail Show or the CBA Industry Conference, contact Nancy Guthrie.

 

Contact Information for Major Chains and Marketing Groups in the Christian Retail Channel

Munce Group

727-596-7625

A marketing group providing services to 600 independent Christian retail outlets

Parable

800-366-6031

San Luis Obispo, CA

A marketing and franchise group providing services to independent Christian retail outlets

Covenant Group

(864) 587-2637

Spartanburg, SC

An association of large Christian retail stores

Berean Christian Stores

513-563-0500

Cincinatti, OH

A chain of 17 stores

Family Christian Stores

616-554-8700

Grand Rapids, MI

The largest chain of Christian retail stores with 320 stores nationwide

Lifeway Christian Stores

615-251-2000

Nashville, TN

A retail chain of 125 stores nationwide

Lemstone Christian Stores

630-682-1400

Wheaton, IL

A Christian retail franchise organization with 33 stores

Mardel Christian & Educational Supply

405-745-1300

Oklahoma City, OK

A chain of 21 stores primarily in the Midwest

Association of Logos Bookstores

330-677-8086

An association of 24 independent retail stores located in the U.S., Canada, and the Bahamas