While some general categories may be flagging because of the economy, representatives of niche markets at the International Christian Retail Show (ICRS) were crediting it and a historic election for increased interest in opportunities they offer to Christian retailers looking to set themselves apart.

Editorial Unlit exhibited in the international marketsquare for the first time, as part of downscaling its presence at the show and also connecting more directly to the global rights community, where the growth is.

But Rick Heyer, the company's U.S. key accounts sales representative, said he had also made good contacts with new stores and those that were looking to expand their Spanish sections, he said. "There are some that are finding that they are having much more of a Spanish ministry being developed in their stores, and that they need more space for more titles."

There was an especially strong Spanish Bible market, he said, "mainly because of mainline churches that stress the importance of Bible study and participation."

In addition, "people are looking for something new to put in their stores that can generate more sales and to meet all the needs of their different clientele."

Demographics are also part of the reason for this shift, he said, with the country's Spanish population moving from traditional centers to new areas.

The population shift was also cited for growing opportunities to serve the Catholic market—which publishing research specialist Kelly Gallagher, identifying them as part of the group of "liturgical Christians," reported was the second-largest buying block in Christian stores behind evangelical believers.

Mark Brosz, vice president of sales and marketing for Fireside Catholic Publishing—one of the first Catholic suppliers to exhibit at CBA's summer show, almost 20 years ago, with this year's promotions including the revised new Fireside Catholic Youth Bible, released earlier this year—also noted movement into "traditionally Protestant areas."

As a result, he said, "we have stores coming to ask what merchandise they should have." The company's advice: it's easy to serve Catholic shoppers "as long as you are not segregating the Catholic products to the dark corner in the back of the store, and you are treating them with respect ... at least have Bible translations that Catholics use."

At the Christian African-American Booksellers Association, chairwoman Evelyn Curtiss said she was encouraged to see publishers "addressing the niche need, and we see that continuing to expand."

Some stores were "saying, maybe we need to tap into this niche," she added. "Here's an opportunity to help with the economic situation."

The election of President Obama had also been positive for African-American suppliers and retailers, she said. There had been an increased interest in patriotic products because "they feel more a part of the country," and family and marriage issues.

Ron Gilmore, sales manager for African American Expressions, said some in the company had joked that the election of the country's first black president had been the stationery and gift supplier's own "stimulus package."

A 2009 From Slavery to The White House calendar has sold more than 50,000 units, while a new Bible cover featuring President Obama and a scriptural call to prayer had been that category's top seller, Gilmore told Christian Retailing.

Among the booths at the ICRS "Debut Alley" for first-time exhibitors was J House Publishing, whose founder, Joni Prinjinski, was looking to introduce retailers to what she said was the growing Messianic market.

Several stores signed up for free introductory packs of materials—including books, DVDs and artwork—with a retail value of $100.