Many stores carry between 800 to 1,000 varieties in stock, while in 2007, Christian stores' sales covered 7,000-plus SKUs, according to the Evangelical Christian Publishers Association (ECPA).

The growing diversity of the Bibles market is illustrated by the venerable Thompson Chain-Reference Bible, which for years came in one version: King James (KJV). Today publisher B.B Kirkbride Bible Co. lists 112 SKUs among its offerings, not counting software editions.

President Michael Gage, whose family founded the Indianapolis-based company in 1908, said the big concern for many stores was "(finding) someone to man the Bible section and who's educated about what's in the section."

But when handled right, the Bible department "does help the Christian bookstore to be a destination place," said Paul Glenn, book department buyer for the Potomac Adventist Book & Health Food Store in Silver Spring, Md. "Christian bookstores are the only place where you'll find a significant variety. And with secular stores that carry Bibles, there's not always somebody there to hand-sell them."

The ECPA's information and education director, Michael Covington, agreed. "Those who do an outstanding job of supporting their local markets with a great selection of Bibles, with the ability to offer competitive special ordering (and) a knowledgeable sales staff ... have a better chance at doing well with Bible sales," he said.

Publishers and retailers discuss Bible trends and best retail practices in the latest "Essential Guide to Christian Retailing" report in Christian Retailing. Read more in the April 6 issue.