Most of the national media’s reporting on the economic challenges we are facing seems to me to have come from Chicken Little.

While there’s clearly no denying that the recession is impacting both retailers and suppliers in the Christian products industry, the reality is that the sky is not falling. Indeed, there are noteworthy bright spots amid the dark clouds.

I want you to look up—not for falling debris, but for hope. The good news is that wonderful Christian resources are on the shelves of stores across the country offering more help and encouragement than any network TV station is willing to mention. These books, DVDs and other materials contain the answers to every challenge known to man.

My optimism is not unfounded. It’s based on some of the many conversations I had recently at The Gathering 2009, the winter event this magazine hosted in the Orlando, Fla., area, Jan. 7-9. There I heard from store after store about how they had experienced the blessings of God and came through 2008 with double- and and even triple-digit increases.

These store owners and managers all understood that times are difficult and the marketplace is gloomy. But one characteristic they shared was they had determined they were not going to sit back and passively participate in a recession.

Many had chosen to lay out their stores differently to make a wider variety of gifts more prominent, as one strategy. Bigger margins in gifts help cover a multitude of problems in other areas that are not performing like they used to, so let me encourage you to take a leaf out of these stores’ books and look at your inventory sales data, making the changes you know you need to—now.

Gift suppliers were the exhibitors who reported the largest sales increases, at The Gathering. One told me of having seen a 400% increase in sales last year—in spite of the poor economy. Many others spoke of growth in high double and triple digits.

Who am I talking about? Among the companies I heard from were Witness Line, Kerusso, DaySpring Cards, Courrege Design and a number of the smaller gift companies represented by Magi Marketing. I’ve since heard similar positive reports from other events, like the Munce Group’s Christian Product Expo (CPE) show and the regional gift shows.

Now, I recognize that it’s not all as positive. Some might argue that it’s often the healthier stores and suppliers who will travel to shows, so experience there is not reflective of the wider industry. But I do know that the upbeat spirit at The Gathering was infectious, and that even stores who had not done as well last year left the show encouraged.

They also went home with a better awareness of some of the new products that can help them help others in the days ahead. If you weren’t able to be at The Gathering, you can still catch a glimpse of the products that are hot for the new season by visiting our Web site, www.christianretailing.com.

There you will find short video presentations from the more than 80 suppliers who participated in The Gathering. In just 60 seconds per visit, you can connect with suppliers who can offer you fresh products that will create a buzz among your customers.

I know all is not rosy for everyone. But we can all choose to have a good attitude. The products you offer in your store are catalysts for changed lives in your community. So, let me challenge you to drop out of the pity party, retailers.

Be sure to get out of the back room every day, and be ready to brighten the lives of everyone who comes in your door. Let them see a changed life in you as you welcome them and serve them like the honored guests they are—with a message that can change their lives for the better. 

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