A detailed guide to evangelical Christian consumers' attitudes and behaviors produced for secular businesses looking to pursue the growing market in religious products offers some insights and encouragement for Christian retailers, too.

Evangelical Christians are more influenced about where they shop by store environment than the general population, and are more likely to prefer purchasing from specialty stores than their non-religious counterparts, according to Evangelical Christians in the U.S.

Produced by leading general market research publisher Packaged Facts, the 318-page report-selling for $3,500-draws from and comments on nationwide data, highlighting what it calls "the widening impact of the evangelical purse."

Identifying 33% of all American adults and 43% of those who consider themselves to be Christians as evangelicals, the report said that the conservative subgroup accounted for 28% of the country's total household income in 2006-or $7.3 trillion.

That figure, together with the recognition that the churches these evangelicals attend "wield significant cultural, economic and political force, and ... have marketing savvy to spare," makes them "a growing and economically powerful market," Packaged Facts concluded.

Look for a full report on the Evangelical Christians in the U.S. guide in the Dec. 10 issue of Christian Retailing magazine.

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