Christian retailers may complain about Wal-Mart when the retail giant competes with their business, but away from their stores they are more likely to shop personally at the superstore than they are to participate in a small group.

That is just one of the findings in Christian Retailing's latest Vital Signs survey, which turned away from the usual business-related questions to learn about the personal activities of Christian retailers and others involved in the Christian products industry.

The poll found fewer retailer respondents said they were committed to frequent "personal Bible study" than non-retailers. Neither of the two groups turned out to be likely to purchase books online. Just 3% of retailers said they did so quite often, while 14% of non-retailers reported that they did.

When it came to brick-and-mortar purchases, just about one in four non-retailers frequently shopped at large secular bookstores, while just one in 12 Christian retailers did so quite often.

Christian retail has taken its toll on many who have been in the business for years, and one in seven retailers admitted to worry "quite often." Despite the difficulties, though, retailers did find satisfaction in their jobs. More than half involved in retailing described their jobs as "immensely satisfying" (53%), compared to just 41% of non-retailers who felt the same about their work.

Read the full survey report in the July 7 issue of Christian Retailing International.

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