Ministering to customers experiencing bereavement

A Christian bookstore may not be on the shortlist of businesses to contact following the death of a loved one, but for those looking for answers and comfort in

the midst of a tragedy, retailers can serve as an important link in the grieving process.

Services that funeral homes and florists provide may be the priority, but many Christian bookstores are finding that local connections with these businesses can help turn attention to the hope-filled products on their store shelves.

“It’s important to know your local florist and funeral home and be able to help each other,” said Marie Prickett, owner of Logos Christian Bookstore in Alexandria, Ky. “We have a (music) burn bar so when the funeral home down the street needs a track to play they come to us. At a customers’ request, a local florist adds items that we sell to floral arrangements and delivers them to the funeral home.”

Her store also works with funeral homes by coordinating the delivery of afghans to be used on caskets or draped over a chair or tripod.

“While flowers fade, these are items that a grieving person can hold onto after the funeral is over,” she said.

‘Emotionally charged’

Making customers aware that a Christian retail store can be a caring place before they themselves have a crisis will make turning to the store a natural reaction when trouble comes.

Prickett’s store does this by placing its bereavement section in the front of the store where everyone who comes in has to pass it.

“They see it on a regular basis, therefore, when the need arises, they might think of us first. The items also get moved around often so that what they see on one visit might not be what they see the second visit.”

Word of mouth is also important. “Over the years, we have noticed customers coming back or mentioning that a friend or family member told them about getting a specific item from us,” Prickett added.

It’s not the easiest category in which to succeed, retailers say. Product is hard to locate, and oftentimes a thorough search for new product may only turn up one or two pieces in a company’s entire product lineup.

“This is the most difficult and emotionally charged product category we cover,” said Barbara Weston, director of product development for Roman, which has one of the most extensive lines.

One of the challenges of the section is that there is very little special-ordering for stores.

“The customer wants the item now or not at all, said Betty Goeckner, co-owner of Lifeline Christian Books & Gifts in Effingham, Ill. “When you do have just the right thing in stock, it is so rewarding.”

Funeral bulletins are important ways that a family can honor the faith of a loved one when they pass away. “It’s a very simple and inexpensive but visible testimony of the value that person placed in their spiritual walk,” said Mike Meadows, director of marketing for Warner Press.  
When cross-merchandising items like statues, figurines, crosses, garden items and books, remember to include items to comfort believers and non-believers.

Beyond bereavement

Individuals can also experience grief during other life-altering events. “People are not always grieving a person, but may be grieving a situation,” Prickett said. “It’s important to have those items on hand for people who don’t want to say something about heaven or crying, but they may want to say ‘I love you and know what you are going through.’ ”

A cancer section in the store includes cards for people looking to encourage someone with the illness.

For the majority of customers looking for bereavement gifts, stores need to carry product that addresses a multitude of grief situations.

An estimated 3.5% of children under age 18 in the United States have experienced the death of a parent, according to the Social Security Administration. Recent books for grieving children include What Will Heaven Be Like? A Story of Hope and Comfort for Kids, released earlier this year from Harvest House Publishers.

A new book with a built-in audience released in May from B&H Publishing Group. Angie Smith wrote I Will Carry You following the death of her fourth daughter just hours after her birth. Smith, and husband Todd Smith, lead singer of Selah, knew early into her pregnancy that the baby would either die in the womb or not live long after birth, but chose to deliver the baby and hold her in their arms until God took her into His own.

While pregnant, Angie Smith started a blog, “Bring the Rain,” to update family and friends on her progress. She never imagined the number of followers—now into the thousands—who could relate to her story, the majority being women suffering similar grief.

“My prayer is that women will read this book and realize that they are not alone in their grief,” Smith said.

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