CBA will launch several new initiatives this summer at the International Christian Retail Show (ICRS), including two major outreach efforts by best-selling author Max Lucado and renowned evangelist Billy Graham.

ICRS will be held June 23-26 in St. Louis. Christian stores are expected to have opportunities to participate in the two projects, which are still being finalized and are "expected to include a massive outreach for faith and evangelism," CBA said.

Lucado will be the main speaker of the Worship Him service at ICRS, and his newest book, You'll Get Through This, will be released by Thomas Nelson in September. On Oct. 15, the new subsidiary of HarperCollins Christian Publishing will publish Graham's The Reason for My Hope: Salvation, the centerpiece of a campaign by the Billy Graham Evangelistic Association to mobilize millions of Christians.

Another CBA initiative is the Authors Avenue area, where retailers can connect with established and new authors. Meanwhile, the ICRS Film Showcase will highlight new and forthcoming Christian films and DVD releases, while presenting information on the growth of Christian media.

"Christian media has a great opportunity and responsibility in reflecting the values of faith and the spiritual dimensions of people," said CBA President Curtis Riskey. "We want to highlight film media as a critical tool in communicating what Christianity is really about."

Additionally, a special Lifestyle Stories exhibit will present five Christian customer types to highlight how lifestyle merchandising contributes to store environment and enhancing customer experience that cannot be duplicated via online shopping.

The Fair Trade in Action area will spotlight how fair trade and missional products contribute to economic development in countries where people can be victims of slavery, sex trafficking and addictions.

"Christian stores are all about mission and service, and these new approaches to ministry help impoverished people escape social ills, trafficking and slavery through economic development," said Riskey. "As consumers increasingly make patronage decisions based on what the store is about and what it supports, Christian stores are expanding their ministry efforts in local communities and around the globe."

Click here for more information on ICRS.