Growing student numbers offer a boost to retailers

With the traditional retail lag in July and August, back-to-school season provides a welcome opportunity for retailers because of the growing number of people that it affects.

From pre-school to pre-med, huge numbers of people will be going back to the classroom this fall. State-funded pre-schools served more than 1 million children last year, and enrollment at colleges and universities is close to 12 million and rising, said market research firm IbisWorld Senior Industry Analyst Toon van Beeck—most likely because of unemployment. Enrollment at less expensive junior colleges, trade schools and online universities is also on the rise, particularly since student-loan financing is in short supply.

Although Christian stores may not be able to offer penny deals on school supplies like Staples across the street, there are things they can do to draw back-to-school traffic.

Teachable moment

When Lisa's Gift Wrappers moved six years ago to Royal Oak, Mich., owner Lisa Gleeson looked to attract people who might never have thought of visiting her gift-wrap supply store.

The store teamed with Operation Kid Equip to be a drop-off location for the local charity's school-supply and backpack program. Gleeson, whose mother was an educator, created a box and signage for the event, and with the help of the store's public relations coordinator, Melissa Bunker, sent a press release to media contacts and e-mail blasts to the store's client base. Those making a donation enjoyed lemonade and cookies and were given a small gift.

Now in the store's sixth year of involvement with the charity, Bunker said it has become a teachable moment to engage kids in the effort. "We showed our community that although we aren't a school-supply store, we want to help when there is a need," she said. "Our schools are hurting, and teachers often pay out of their own pockets for school supplies."

Steve Chusmir, sales representative for The Rep Connection covering 25 gift companies in the Southeast, said it is important to do whatever it takes to get people into your store so they can be exposed to what you actually sell.

One opportunity Chusmir highlighted is the new, wildly popular, shaped rubber wristbands worn by preschoolers though high schoolers. The fad is proving to be as big as Beanie Babies 10 years ago or Webkinz five years ago.

InVision—one of three suppliers Chusmir represents—has been receiving daily orders between $400 and $2,500 for the glow-in-the-dark, themed "Crazy Bands."

"At $5 retail a package, Christian stores should be carrying all of them, not just the faith-based ones," Chushir said. "It gets people into your store to buy bands and while there, they can see that you sell Bibles and other Christian products. The key is to get people in stores and we haven't had people in stores for last 18 months."

'Homeschool explosion'

The growing homeschool market is something stores should not overlook, experts say.

Christian school founder Pat Holt, formerly a public school administrator, said the recession coupled with Christian parents' wanting to have more input in their children's education has meant the shrinking of Christian schools and the "explosion" of the homeschool market.

"Homeschool in the last 10 years has become so well organized that they don't need Christian schools," Holt said.

There are now 6 million homeschooled kids in the U.S., Holt said, and that number is growing—as evidenced by the MidWest Homeschool Convention in Cincinnati, which attracted 6,000 attendees in 2009 and more than 13,000 this year.

'Trendy designs'

Several grass-roots movements and organizations are providing opportunities for stores to partner with them in promoting their causes.

Soles4Souls, the international shoe charity, has teamed with Monvee, an online software tool that offers customized spiritual-growth plans as part of a comprehensive spiritual-formation program. In 2010, best-selling author and company spokesman John Ortberg will speak at several key events when Monvee (www.monvee.com) and Soles4Souls (www.giveshoes.org) take their message on tour to Christian colleges and conferences.

In response to popular demand, Bob Siemon Designs is introducing 12 new items in its popular "True Love Waits" collection, launched in 1993. The company is adding four each of girls' rings, guys' rings and pendants. Each piece serves as a reminder to the wearer to live a pure lifestyle and comes with a purity commitment card that ties into LifeWay's True Love Waits ministry at www.truelovewaits.com.

Wear It Wednesday is a grass-roots movement that encourages Christian youth to show the joy of their faith. It was the idea of college senior Chelsea Eubank, who had launched an effort to register more than 1 million students at www.wearitwednesday.com, making a commitment to wear their favorite Christian shirt every Wednesday.

Back-to-school products

Two new Kerusso (www.kerusso.com) messenger bags are available, retailing for $24.99. Each of the designs features a bold message, an adjustable strap and rubber handle, a padded inner pocket, side pocket and large pouch. Also available are new backpacks suitable for school, sports or both. With a bold message, padded adjustable straps, heavy zippers and side pouches, they are available in two designs and retail for $19.99 each.

In conjunction with the movie To Save a Life, Bob Siemon Designs (www.bobsiemondesigns.com) has created three pewter products to serve as a reminder that as Christians, teens are never alone. A keyring, pendant and bracelet all feature Luke 19:10, "For the Son of Man came to seek and to save what was lost." The movie (www.tosavealifemovie.com) is a story about redemption and the difficult issues teens face.

Hold That Thought (www.httinspirations.com) offers 10 artwork decks, each with 12 positive/scripture thoughts to change out each month. For memorization and encouragement, the products are designed for lockers, bedrooms and college dorms. The artwork decks, for school age through college, are: Girls, God Speaks to Young Women, The Making of a Man, God's Word for Young Men and Words of Wisdom. Suggested retail prices range from $16 for a desk frame to $20 for an easel frame.

Gregg Gift Company's (www.gregggiftcompany.com) "Bright Blessings" are iron-on patches to use on covers, backpacks, jeans, jackets, T-shirts and notebooks. They retail for $2.99 each, and a revolving counter display is available.

Based on the best-selling Jesus Calling adult edition, Jesus Calling: 365 Devotionals for Kids by Sarah Young ($14.99, September) helps kids and tweens know they can have a close relationship with Jesus. The Tommy Nelson hardcover book will be promoted on key children's Web sites and to mom bloggers.

For more new back-to-school products as well as new CDs, DVDs and more, visit the Product News listings on our Web site, www.christianretailing.com.

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