Christian Retailing

UP-AND-COMING AUTHORS: Discovering great writers Print Email
Written by Ann Byle   
Wednesday, 07 January 2015 04:06 PM America/New_York

The future is bright in Christian publishing as new, talented authors are discovered. Each one of the following authors we’ve noted here has at least one book out or soon to be released, reaches out to readers online—through websites, blogs or social media—and points readers to the God they love and serve.

From a Lebanese-American emergency room doctor to the son of a famous theologian, from a woman writing for teen girls to a novelist offering gritty biblical tales for men—all offer readers a new perspective on life and writing.

Robin Barnett, senior publicist for Revell (Baker Publishing Group), sums up what publishers are looking for in an author they see as a rising star.

“We want to get a sense from the author that they have something to say. It doesn’t have to be revolutionary, but they should offer a new slant,” Barnett said.

She adds that publishers want authors who are engaged online, pointing to bloggers who already have created an audience who want to hear what they have to say.

“The quality of writing is important too,” Barnett said. “If an author doesn’t have the writing goods to follow up their first book, they won’t have a long career in publishing.”

The standards apply to fiction and nonfiction authors.

“We are looking for authors we can build past one book. This definitely applies to fiction, but also nonfiction,” she said. “If you get a good Christian Living author, you can work with them for years.”

Booksellers look for the same things in authors whose books they stock—longevity, good storytelling, an eagerness to connect with readers. The list below is a forecast for authors whose books Christian retailers should expect to see on store shelves for years to come.

Encountering the mystery of the Shemitah Print Email
Written by Jonathan Cahn   
Wednesday, 05 November 2014 10:18 AM America/New_York

Could a mystery that began on a desert mountaintop in the Middle East 3,000 years ago possibly be determining the direction of world history, the course of our lives and the specific events that await us in the days ahead?

Growing in the faith Print Email
Written by DeWayne Hamby   
Wednesday, 05 November 2014 10:08 AM America/New_York

Mainstay category thrives but changes with the times



Christian Living, the anchor point for book sales in Christian retail stores, continued to thrive in 2014, strengthened by a renewed focus on content from a new, more diverse group of authors.SchoolOfTheProphets

The category, labeled “Christian Life” by the Book Industry Study Group, includes such topics as relationships, death and bereavement, personal growth, spiritual growth, social issues and women’s issues.

Grow your store with church supplies Print Email
Written by Natalie Gillespie   
Tuesday, 07 October 2014 02:54 PM America/New_York

Connecting with local congregations spells ongoing business for retailers

Dightmans-BulletinWallChurch supplies remain a steady source of sales for brick-and-mortar stores willing to stock up even as some product categories have seen serious shrinkage at Christian retail in recent years. Retailers pursuing church sales of everything from pulpits to pews and from communion wafers to choir robes report that this department not only can hold its own, but also even grow when handled with care.

“Church supplies could be anything from ministry resources, Bible studies, small-group materials, welcome and outreach products, office supplies, bulletins, certificates, record books, communion products and so on,” said Mike Meadows, director of product marketing for Warner Press. “These aren’t items your average parishioner is going to be shopping for. The list is varied, but think about who the customer is, and that will help narrow down what products would fit into church supplies.”

Innovative Inc. has done the research, and results are encouraging.

“We did a report earlier this year that showed the two areas of growth for Christian stores are church supplies and gifts,” said Troy Hurst, director of church sales and marketing for Innovative. “But I think a lot of churches still don’t know that Christian bookstores have church supplies. It’s important to have a section specifically for church supplies—even if it’s a small section. One of the biggest challenges for retailers, from a church standpoint, is that stores carry so little of it that churches don’t know they can get things from the Bible bookstore down the street rather than ordering online.”

Stores that are successful with church supplies keep in close contact with congregations in their area and ensure that they have plenty of consumables on hand for last-minute Saturday shopping.

Tampa Christian Supply has seen such a downturn in sales of Christian books, music and gifts that the store recently announced it will sell only church supplies, a few gifts and Bibles, and the top 10 or 15 best-selling books and DVDs.

“That is the category we have seen the least amount of shrinkage in,” said Patrick Pelizze, the store’s vice president. “Church supplies and Sunday school materials will now be our main thrust, as well as things that you can’t buy anywhere else locally, like anointing oil.”

Jack Savage ran the Christian gifts and bookstore Jack’s Religious Gift Shop in Maryland for 50 years before closing the store in early 2010 when he planned to retire. Instead, Savage found himself in the church-supplies business.

“Every church needs communion cups and candles,” Savage said. “Those items get customers into your store, and then you can sell them other things.”

Savage keeps the consumables readily available but also stocks a selection of choir robes, chairs, communion tables and clergy shirts for browsing by appointment.


B&H-FellowshipCommunionCupsOne way to get repeat customers in this age of online buying is to carry consumables. Communion cups, seasonal bulletins, offering envelopes and candles get used. When they’re gone, churches need more. They can order them with the click of a button, but shipping often costs extra, and the time it takes to receive what they need can keep a church heading to their local Christian retailer.

“Stores need diversity in this category, and they need the new products like the latest bulletins,” said John Whitaker, vice president of Anchor Distributors. “It’s a nice category because so much is consumable. Communion cups, prefilled communion sets and offering envelopes are consistently in our top 20 items for this category.”

Staying well-stocked is critical.

“When a church goes to the local bookstore to pick up their monthly supplies or quarterly supplies, if the store doesn’t have a good amount in stock the churches will start ordering online,” said Ed Barber, church accounts sales manager for Send The Light Distribution (STL). “Churches need to be able to run down to their local Christian store on Saturday if they are out of communion bread and pick up that communion bread.”

Today stores may be picking up communion bread that is gluten-free. Swanson Christian Products is one company that offers gluten-free, organic, kosher wafers.

“We sell communion bread, including some of the gluten-free, and our biggest thing is communion cups,” said Donna Dightman Baker, owner of Dightman’s Bible Book Center in Tacoma, Washington. “We get them from Broadman and go through a ton. We have used some of the other ones, but our churches really like the Broadman ones best because they have a deluxe cup that has a lip that is a little heavier and not as sharp. The biggest problem with the plastic communion cups is that they get broken in shipping sometimes. We’ve had some disasters, but Broadman is good and will always replace them.”

ChristianBrands-Candlelight-WCF016-WCF018Prefilled communion packs like Compak’s Celebration Cup (with grape juice and communion wafer) and Broadman Church Supplies’ Remembrance (with grape juice and communion bread) and Fellowship Cups (grape juice with communion wafer) are seeing sales increases, as churches like the convenience and the ability to easily carry communion off site or take the elements with them on mission trips.

“We sell a ton of those prefilled communion sets,” Tampa Christian’s Pelizze said. “The all-in-one Remembrance cups—we are doing a lot of those.”

Some stores also are seeing a rise in sales of certificates, offering envelopes and bulletins.

Dightman’s in Washington state has a reputation of carrying the largest variety of bulletins on the West Coast.

“We do carry and sell a lot of Warner bulletins,” said Baker, noting she stocks hundreds of designs.

Meadows said the ongoing popularity of Warner bulletins remains in part because the company regularly updates the designs of its paper goods, often with the advice of retailers.

“We are regularly seeking their input on new ideas, and working with them to make the church resource lines both attractive and profitable,” Meadows said. “We’re in regular contact with stores throughout the year.”


Beyond the consumables, church furniture is becoming a growth category for some Christian retailers, in large part due to Blue Ridge Church Furniture, the largest American manufacturer of church furniture that does not sell directly to churches, but works only through vendors.

“Churches in the United States spend more than $100 million on furniture annually,” said Blue Ridge owner Scott Gabrielson. “We’ve had a lot of stores tell us that church furniture sales are what kept them open this last year.”

Gabrielson said Blue Ridge partners with STL for distribution, and stores can become dealers without carrying bigger pieces in stock. Blue Ridge creates pulpits, chairs, communion tables and baptistries, and also refinishes and reupholsters church furniture.

“Just place the order with STL, and everything is handled from there, right down to the delivery,” Gabrielson said. “And when you are talking big-ticket items like pulpits and pews, stores make a nice commission.”

While Savage could stick with showing brochures to his customers, he feels it’s important to have one or two pieces on hand, especially sample chairs.

“They need to be able to touch it, sit on it, see the color,” Savage said. “I had a church member take a chair to a board meeting the other day, and now the church is buying 75 of them. You get a pretty good return on them too.”

“Seeing is believing,” agreed Gerald Derreberry, owner of the 15-year-old Living Water store in Murphy, North Carolina. “You have to have one or two of the items in stock. It makes all the difference in the world. We’ve been doing some small church supplies, but what is beginning to help us is the fact that we have started carrying church furniture. Communion tables are a big trend, and we have many churches that need chairs. We can even help get pews reupholstered.”


Innovative-2015CatalogChristmas and Easter call for extra communion supplies and candles for most churches. These holidays present an opportunity for retailers to introduce themselves to church leaders, reminding them that they can buy local. The stores can send out extra discount flyers and coupons to church secretaries during these times of year.

“Church supplies have always been a staple part of our business, but in the last couple of years in particular we have noticed a fairly sizable increase,” said Brian Schroeder for Phoenix-based Christian Brands, a manufacturer and distributor of church supplies and Christian gifts. “Where we have seen a lot of growth is in the candle business. A few years ago, we acquired Will & Baumer, a candle company that has been around nearly 160 years. It is a quality brand that has been really good for us.”

Schroeder said that almost every church uses candles for many reasons during the holidays, from filling candelabras to decorating communion tables to using small tapers during candlelight services.

“Churches need congregation candles because everyone uses them for Easter and Christmas,” Schroeder said. “We have seen that grow significantly in the Protestant market. And the beauty of candles pieces is that they are completely consumable. They need to be replaced year after year after year and season after season. By carrying these items, you can make your store a destination.”

Another item that may be needed for the holidays is new clergy shirts or choir robes. Christian Brands recently acquired R.J. Toomey, billed as “the oldest and best-known” clerical apparel firm in the United States.

“We felt like there is a shortage of good-quality clergy shirts in the marketplace,” Schroeder said. “These are great shirts in the $50 range. With our lines, we want to offer great quality at a great price.”

Savage gives an added bonus to churches that buy shirts and robes from his store. If a church spends $200, he gives them a store-branded robe bag. The bags cost Savage less than $3 each, and the choir then carries Savage’s store name wherever they travel. If stores want to buy the bags separately, he sells them for $7.95.


Retailers reported mixed results selling curriculum to churches, with increases in small-group studies for adults and decreases in children’s and VBS overall.

“Standard lesson commentaries in the King James sell the most for us,” said Baker of Dightman’s. “A lot of our black churches are using that as the curriculum because they had trouble getting curriculum from their denomination. We only stock limited curriculum now and make sure we are very careful to call all the churches two-and-a-half months ahead and confirm their orders, then we consolidate orders to get free shipping.”

Case Bibles do well, as well as DVD-driven products for small group studies, Baker said.

Savage has seen Sunday school curriculum sales drop.

“We are selling less and less Sunday school for children,” Savage said. “We still sell books for adult Bible studies and small-group DVD studies. We’re seeing more of that.”


Christian retailers hear it all the time, but in church supplies—as with most categories—nothing brings in sales better than by building relationships. In order to reach churches new and old, that may mean pounding the pavement, visiting churches face to face to introduce the store and what it has to offer. Smaller stores can work the phones when there is a lull in traffic. Hosting an annual pastors’ breakfast can break the ice, and inviting secretaries and board members may broaden retailers’ ability to reach decision makers.

Retailers can always make sure they are getting to know every customer who walks into the store.

RJToomey-ClergySummerComfortShirts“What we are finding is that pastors and lay leadership are shopping in Christian stores, but a lot of the time we just can’t identify them anymore,” Hurst said. “Their clothes don’t set them apart. They look like regular guys. If a retailer doesn’t have the time to go out to the churches, he can get the contact information of everyone that comes up to register buying communion cups in large quantities. Chances are they are not taking them home for a project. Stores should start putting a notebook together of their different contacts, engaging people in their stores in conversation and being more precise with the questions that they ask.”

Another way stores are reaching congregations is through joining marketing groups and programs to take advantage of discounts as well as catalog and coupon promotions. Innovative’s Church Marketing Solutions offers a comprehensive program with an annual church supplies catalog and three seasonal catalogs. The catalogs are custom-branded with the store’s information.

“We work with about 50 different vendors and work very hard to build and grow our church business within the retail industry, not only with our catalogs, but through our more than 200 Signature store websites,” Hurst said.

Munce Group offers a new 16-page church supplies catalog, featuring eight pages of standard items and eight pages of small group, Sunday school/children’s ministry and pastoral items.

Covenant Group and Christian Brands each offer an annual church supplies catalog. Covenant publishes a 400-page catalog for the category each September that goes out to more than 60,000 churches. Covenant provides its member stores and Parable franchise stores with the catalog. Christian Brands produces a 135-page spring church supplies catalog that is not branded, so that stores can put their own sticker or stamp on it.

Another way for stores to participate in deeper discounts and promotional materials is through STL’s Premier Partner Advantage Program. Stores that join the program receive an extra discount on more than 200 church supply items in 16 categories from vendors such as B&H Publishing Group, Abingdon Press and Swanson.

“I worked in church supplies with Broadman & Holman for 27 years before I came to STL, so I know what items are consistently in the top 50,” STL’s Barber said. “I thought we could take those top items, expand them and pass an extra discount along to the retailer when they sign up for this program.”

In addition, Premier Partner Advantage participants will receive specials on certain seasonal and best-selling products. They also will receive downloadable marketing materials like videos and brochures.


Some Christian retailers are going to new churches as well as visiting current customers, reminding them of all the ways their store can benefit congregations.

“Relational shopping is huge, much larger than people realize,” said Richard Hauhuth, director of online sales and marketing for Innovative. “That’s why we think of our websites as more of a tool to drive people to the store than as e-commerce. We offer a lot of different programs so stores can have as many lines in the water as they can. Print catalogs are still very important, but a store also needs to frequently email promotions. A lot of stores feel like all they need to do is put up a Facebook page, but they need to be able to communicate in many ways.”

Barber also encourages building relationships with churches.

“In our Premier program, I plan to give retailers tools that almost force them to get in front of church pastors and church secretaries and decision makers—those that are making buying decisions for local churches,” he said.

“I think for bookstores to survive and thrive, they need to know where new churches are starting in their area, whether at the local elementary schools or YMCAs. They are going to need consumables and curriculum. Get some face time and say, ‘Hey, here’s a 25% off coupon. Come see me.’ Be proactive, and you can use these catalogs like a calling card.”

Retailers also can build relationships by promoting the “Shop Local” theme and partnering with other businesses such as audiovisual equipment dealers that work on church sound systems or dry cleaners that handle choir robes. Offer to cross-promote each other’s businesses with flyers and coupons.

“We are right down the road from Lewis-McChord Army and Air Force base, and they are great at shopping local,” Baker said. “They buy great big cartons of bulletins.”

Derreberry reminds his fellow retailers of how important it is to simply get the ball rolling in the right direction.

“We are going out to the churches, handing out flyers and getting business now by word-of-mouth,” he said of Living Water’s recent church furniture sales. “If you can just get that one church to buy, everybody else starts to follow.”

Ask the Exec: Selma Wilson talks social media, millennials Print Email
Written by Christine D. Johnson   
Tuesday, 07 October 2014 09:03 AM America/New_York

B&H Publishing Group president settles into role at helm of Nashville publisher

SelmaWilsonClose-upOfficialPhotoChristian Retailing was privileged to chat with B&H Publishing Group’s Selma Wilson earlier this year. Wilson took the helm of B&H in 2010 and oversees the company’s products, which include the Holman Christian Standard Bible; B&H Books—fiction, nonfiction and children’s; B&H Academic; Broadman Supplies; and Crossbooks’ self publishing. A former social sciences teacher, she is married to a marriage and family minister.

More than just a pretty face Print Email
Written by Deonne Lindsey   
Monday, 11 August 2014 11:30 AM America/New_York

Devotional books offer rich spiritual content for the growing Christian

Devotional books didn’t often make headlines, that is, until Sarah Young came along with her 10-million-copy-selling “Jesus Calling” brand from Thomas Nelson. Ann Voskamp of One Thousand Gifts fame also has had success with a devotional based on her best-selling Zondervan book that helped readers cultivate thanksgiving and joy—and this year Tyndale will release her Christmas devotional, Unwrapping the Greatest Gift. Whether headline-making or not, readers of devotionals often want new titles for themselves and to share with others.

Engaging an ever-changing market Print Email
Written by Natalie Gillespie   
Thursday, 07 August 2014 04:56 PM America/New_York

Relentless readers drive the twists and turns of Christian-fiction publishing

Talk to Christian retailers, publishers, editors, agents and authors, and they all say the same thing about the state of Christian fiction: Like a good suspense novel, the plot keeps changing.

Updating the King James Print Email
Written by Michael R. Briggs   
Thursday, 07 August 2014 04:41 PM America/New_York

Launching a new Bible translation in the spirit of the venerable version

MEVBible-LargeLogo-300.jpegThis fall brings the release of the Modern English Version (MEV) Bible—the first update of the original Bible texts in the King James tradition in over 32 years. Passio, an imprint of Charisma House, will release several offerings in the September launch of this significant work.

Breaking the publishing mold Print Email
Written by DAVE SHEETS   
Wednesday, 09 July 2014 02:21 PM America/New_York

Discovering the differences between traditional and independent publishers in a changing marketplace

DaveSheetsAs a book retailer, you’re familiar with traditional CBA publishers like Thomas Nelson, Howard Books, Harvest House Publishers, Zondervan and Bethany House. You typically know what to expect from these well-known publishers. You know the genres in which they specialize, you understand the audiences they’re reaching, and you’re familiar with the doctrine governing the pages of the books they publish.

Cause to Celebrate Print Email
Written by Ann Byle   
Wednesday, 11 June 2014 12:21 PM America/New_York

CBA calls on industry to commemorate the past and celebrate the future

The 2014 International Christian Retail Show (ICRS) is nearly underway in Atlanta, and the theme—Cause to Celebrate—highlights the good things going on at the show and in the Christian retailing industry as a whole.

Dare to make over your store Print Email
Written by Natalie Gillespie   
Monday, 09 June 2014 04:44 PM America/New_York

Promises-SawhorseUse these five keys to create a fresh new design and layout

Online shopping may be one popular way to buy today, but a recent study shows that in-store experiences are still more valuable to customers—if the store makes them feel like they are getting a customized shopping experience.

Consulting firm A.T. Kearney recently studied the shopping patterns of more than 3,000 U.S. and U.K. consumers and found they spent 61% of their shopping time in stores.  Even better news for brick-and-mortar stores: 40% of the in-store shoppers spent more than they had originally planned, while only 25% spent more than expected when they shopped online.

Customers today have limited time and budgets, so what compels them to drive to their local Christian retail store instead of ordering online? A personalized, positive experience.

Today’s consumers head to the store for the instant gratification of taking an item home, but also to experience products and to socialize with friends and family. They want to shop in welcoming, inviting retail spaces that engage their senses. That’s why it is critical for retailers to take a good hard look at their stores and see if it’s time for a makeover.

“We are constantly moving things around, creating new displays,” said Susan Lewis, co-owner of Logos of Dallas, which celebrates its 40th anniversary this summer. “I see a difference when I do. I think it is a big deal. When I change things up, I see more movement in product. If something doesn’t work, we move it somewhere else. Just like in real estate, it’s all about location, location, location. I may have an art canvas that’s been on a wall for six months. Then I move it to a new spot, and it sells in one day.”Elynn-IceCreamJewelry

“What Christian stores need to do is make sure they are rebranding themselves as current, not stuck back in the 1980s and ’90s,” said Emily Fielitz, visual merchandiser and owner of Elynn. “You do that with new colors and signage and by creating display tables. It doesn’t have to take much time or investment. You can do it by reutilizing items that you already have.”

With reality television shows, websites and hundreds of thousands of Do-It-Yourself (DIY) projects on the Internet offering step-by-step advice on everything from complete makeovers to the most detailed displays, design experts say there is no excuse for any store to look dirty or dated.

“We move our store front to back and back to front at least quarterly. That includes books, Bibles, everything,” said Danni Schneidt-Hill, owner of Promises in Billings, Montana. “You know the retail rule: 80% of your customers only see 20% of your product. Just by moving the same product around, customers say, ‘Oh, look at all the new stuff you got.’ It’s not new, but it’s new to them because they are seeing it for the first time.”

Consider the following five keys to learn how you can refresh your store’s visual appeal to new and longtime customers:


“Retail lives and dies based on the answer to the question: ‘What’s new?’” said Bob Phibbs, retail speaker, expert and consultant known as The Retail Doctor. “If a store has not updated in years, I would tell them to do the same thing you see on reality TV shows. Haul it all out. Take everything out of their store and clean it. Clean the whole thing. Honestly, that’s where it all starts.”

Phibbs says the advantages of emptying the store completely are many, including the chance to see old things in a new light, the opportunity to find things you didn’t even know you had and a way to give a fresh look to the store because it sparkles again.

“After that, you can add a new coat of paint or new carpet, but really cleaning everything out is the best first step,” Phibbs said. “Then we take some of the items that were in the back and put them in the front, move the shelves around, replace all the lights. Start with a clean slate, and suddenly you’ll get more optimism about your place.”

Stores should be painted at least once every three years, Fielitz suggests, because of dings, chipping and fading by sunshine and fluorescent lighting. When you paint, stick with the basics on your biggest walls, like an off-white with a little bit of gold in it, a slight brown-beige or a true beige.

“The color of the year, like this year’s Radiant Orchid, is always a fad color and will only last a year or a couple of years at the most,” Fielitz said. “You want to use really good, neutral colors on your main walls and then add what I call ‘super neutrals’ on the smallest wall or an accent wall. Make your accent wall the easiest one to paint, like a wall between two columns. Then you can change it more frequently.”

Super neutrals include true navy blue, vivid red, chocolate brown and deep gray, like the colors Ralph Lauren is known for, Fielitz noted.

“These are consistent colors, year after year,” she said. “Then you can use fabric on a wall or paper accents on displays to add in trend colors like orchid.”

Another key to freshening up your store is to make sure the light fixtures are appealing to the eye. Lights should be clean and bright enough to illuminate, but not glaring. Get to know the pros and cons of different kinds of light bulbs—fluorescent, incandescent, halogen and CFL (compact florescent light bulb).

Light fixtures can easily be created by painting old lamps or lampshades to give them a new look, hanging several shades together (like a mobile) or even making a light fixture from crib springs hung with mason jars or wrapped in Christmas lights.


Once your store sparkles, it’s time to put it back together. If you can’t empty the store, you still need to move fixtures, displays and products often to give customers something new to focus on every time they visit.

Phibbs notes that directing traffic flow with design is important. In North America, people walk into a store and turn right, then walk counter-clockwise.

“If your cashiers are in front and on the right, you have a situation where your customers who want to pay constantly have to cross through other customers just entering your store,” Phibbs said. “This limits and degrades the shopping experience.”

Keep crowding down by creating lots of open spaces and aisles. Break up your bookshelves into smaller sections. Four-foot sections are ideal, with focal points of color in the middle.

“You want to think about the 4-foot space,” said Sherry Morris, marketing manager for Carpentree. “Think: ‘How do I design this 4 feet?’ rather than just having rows and rows of bookshelves. You can add garland, Christmas lights, something to draw the eye.”

“Often, the gifts area of a store is so distinctly different than the book section that it looks like two different stores,” Fielitz said. “Break it up, have callouts. Sometimes the gift side looks like so much more fun, while the book side looks like a library. You don’t want to buy gifts at the library. Make it easier for customers to walk between your rows by adding a little seating area, or hang artwork on the ends.”

“If you never do anything else in your rows and rows of books, redo your endcaps,” Schneidt-Hill said. “Put a chair on the end with a night table and a candle with an open Bible or a book. You can do so many fun things with your endcaps.”


Rustic and vintage looks are extremely popular, and experts predict the trend will stay due to tighter economic times, a concern for the environment, the popularity of DIY and the nostalgia factor. That makes it easy for retailers to create new displays without a lot of cost or time by simply using things they already have or buying inexpensive items at garage sales, flea markets and thrift stores.

One example is turning wood pallets into walls, stacked displays and backdrops. They also can be cut to make shelves, tables and benches.

“We have stacked pallets and made a garden area, screwed them to the wall, painted them and done all kinds of things,” Schneidt-Hill said. “We’ve taken springs from a baby bed and hung them from the ceiling, then hung items from it. You can use old boxes, books, just about anything to add interest to a display.”

“Right now, everything is rustic, very vintage,” agreed Vicki Geist, co-owner and buyer, Cedar Springs Christian Stores, Knoxville, Tenn. “We have a little area upstairs where we just keep everything we might use. We have a little school desk and other things we can bring down as we need them.”

“You can get old books [or magazines], like Reader’s Digest and encyclopedias, and use them to display jewelry and gifts,” Fielitz said. “You can stack a few and hang them as a shelf. Hang them like a mobile with a light in the middle, and you have a new fixture.”

Fielitz said Goodwill stores and Habitat for Humanity’s ReStores can be treasure troves for retailers wanting a new look. Old plywood, lumber, windows, doors, dressers and drawers can be converted into shelves, tables, signs, room dividers and jewelry display cases. Buckets, wooden boxes and crates of different heights add depth and interest to tabletop displays. Ribbon, greenery and floral arrangements also can add warmth and color.

“A lot of stores still have the glass with brass or chrome shelving units and display cases and those just look outdated,” Fielitz said. “Sell them on Craigslist and use the money to buy some antique night tables, end tables, cabinets or fireplaces. With things like that, you can spray-paint them and do just about anything.

“Take a log and cut it into 8-inch, 6-inch, 4-inch and 2-inch risers to use as jewelry displays instead of putting it under glass,” she added. “Customers really need to see and feel the merchandise. When it is under glass, the perception is that it is too expensive or that it is cold, not inviting. It will sell better when it is more accessible.”

“A lot of my display pieces are antiques or garage sale pieces,” Schneidt-Hill said. “Right now I have two really rough sawhorses. I took an old door and put wooden boxes on top and greenery around it, then added cross vases and picture frames. It didn’t cost me anything. The old door was in my garage.

“I use accent pieces, like a guitar sitting in my music section. I’ve used badminton or tennis rackets, baseballs and footballs during sports seasons. I have a little plastic basketball hoop I put on the back side of the door, then put a table in front of the door and add a sports devotional on it.”

Schneidt-Hill says even if a retailer is extremely design-challenged and feels like he or she doesn’t have any artistic talent, simply try something new.

“You don’t have to do the whole store,” Schneidt-Hill said. “Start small and you’ll find it is easy to do. Get your staff to help. We’ve had contests for the one who can bring in a certain item from their house.”

Geist agrees that even little changes can make a big difference.

“I went and bought some paint rollers, and we turned them on their side and put bracelets on them,” she said. “Last year, we had some pieces of plastic grass and put that on the table with the jewelry on it for spring. At one of our stores, they put gift bags with the tissue paper already fluffed up in them on display right near the registers. There are about 12 different ones, and they sell constantly. We also bought some big white frames with no glass or back, and we hang those on the wall behind the registers and highlight a book or CD or DVD inside to draw attention to that product.”


A splash of color often helps sell product.
“Color is king,” said Rick Segel, owner of Rick Segel and Associates and author of The Retail Sales Bible. “Just look at a presentation of towels in a big box store. It’s the color that sells you and not the product.”

“Add color touches to displays to bring out the colors on books and CDs,” Geist said. “Keep colors together and give it a clean look, not jumbled. You can buy wrapping paper and tear a little bit and put it on table displays.”

Wrapping paper, tissue paper and fabric are great ways to add color that is cheap and temporary. Gift wrap can be wrapped around flatwall, put in picture frames, torn into confetti and taped around endcaps. Tissue paper can be transformed into flowers on the wall, stuffing for gift bags, padding inside boxes and used in many other ways.

“All of my flatwall has some kind of something on it—paper, material, tissue, those kinds of things are easy,” Schneidt-Hill said. “And if you already wrap gifts for customers and have that 495-foot bolt of wrapping paper, how much energy does it take to use some on your flatwall and then put holes where you hang things? There you have it, a new look for nothing.”

“Last year I decided turquoise was my color, and I used just plain wrapping paper with a sheen to it,” Logos’ Lewis said. “I bought rolls and rolls of it and put it behind displays, under countertops, behind plexiglass. I covered pedestals with little splashes of color throughout the store. It was a fun way to refresh things.”

 “I just spent time in Branson (Missouri) and walked a row of gift stores, and I went into one where everything was just kind of stuck out there,” Morris said. “Then I went into a really beautifully arranged store, and the difference was amazing.

“The store was filled with what I call ‘vignettes,’ where they started with a framed-art piece on a wall or table or easel that set a color tone, then brought in all kinds of product—lotions, scarves, jewelry—all done around color. It was just beautiful and felt good. People wanted to shop, and they were buying. The other store had basically the same things, but all they were selling was candy and some lower-end trinkets. You need to do some vignettes that set the stage with the products you have.”


While it’s easy to get ideas and step-by-step instructions, especially with the advent of, it can be more difficult to create your brand. Your design should tell your story, with the emphasis on the categories that are your specialty. Customers should be able to see and hear your story, to experience your mission and ministry through signage, products with a message and personal touches.

“The two biggest trends in the world are spirituality and giving back,” said Steve Slaughter president of gift company Halle Joy. “That’s why we create products with a message with every piece. When a customer sees our jewelry, it tells a story of hope or a story of grace. And when they wear it and someone notices it, it is an opportunity for them to share the message.”

Slaughter said Christian stores who see their story as their brand and develop their strengths and specialties can offer a more customized experience to their shoppers.

“Instead of chasing promotions, stores should be building their brand,” Slaughter said. “When you go into Home Depot or Fossil or Pandora, you recognize the look, the brand. When a store starts pulling together fixtures and creating their own look, they are developing their brand. People say not to sweat the small stuff, but when we design a new line, we sweat everything. We want our pieces to look good from the front, the sides, the back. We have an eye on the current trends. We pay attention to detail, and everything has to be inspired by Scripture.”

Slaughter said customers are attracted to messages of hope and grace, and Christian stores give that hope when they share their story through inviting displays.

“Stories unite people, stories create multiple sales, stories create loyalty,” he said.
Retailers should know their community’s story too.

“Know your community, so you can do lifestyle events,” Schneidt-Hill said. “If you live in a golf-loving community, set up a mini putting green and let customers try to get a hole-in-one for a coupon. Have a basketball shoot on your lawn during basketball season. Figure out what your community loves, know its story, so you can bring them in.”

“I let local artists tell their story by bringing their pieces in on consignment,” Lewis said. “There is no financial risk to me, and it gives the artist a chance to display their work. It also freshens up the store.”

Giving a store a design overhaul can be work and fun, retailers agree. And it is crucial for any store wanting to stay competitive today.

“It does take effort and energy,” Lewis said. “I look at the industry magazines as often as I can, and I am always looking for new ideas wherever I am. Whether it’s the mall or a restaurant, I look for creative ideas. I always have my antenna up.”

Lewis said if you can’t do it yourself, enlist help. She gets assistance from a designer she met at church. Other stores use community college fashion and design students who want to add new displays to their portfolios.

“I also seek the help of my staff,” Lewis said. “I will ask my younger staff what appeals to youth. I try always to be open because I feel like with merchandising and displaying things, it can always be done better.”

“Change your displays once a month,” Morris said. “Try to look at your store with a fresh eye. Go for that quaint factor, not the ‘typical’ Christian bookstore.”

“A common mistake is thinking a business has to be in dire shape to need a makeover,” Phibbs said. “That isn’t true. Stagnant sales show up before declining sales. You want to make changes while customers are still coming in the doors. As long as you are thinking forward, that’s fun. If you’re not thinking forward, you can’t compete.”