GIFTS: Toys and Fair Trade grow category’s sales, while companies raise T-shirt prices

BY RHONDA SHOLAR

While gifts appeared to be an overall bright spot in 2012, a few areas stood out.

T-shirts continued to sell well despite rising retail prices. Some vendors’ decisions to raise prices to absorb increased costs has some worried as they remember a decade ago when shirts rose to $18.99 before the market collapsed. Customers are looking for quality shirts with clear graphics and are tiring of the logo “take-offs.”

Like its predecessor Fireproof, Courageous provided a significant boost to the home-viewing section of Christian stores.

The 2011 faith-based cop drama from Sherwood Pictures and Provident Distribution sold more than a million copies in the first 90 days—just as Fireproof did. Courageous was also the best-selling DVD in the country its first week.

BIBLES: The Message marks 10th year, King James continues to excel

Christian Retailing editors and writers reflected on what mattered and why in 2012. We share each of these segments with you online and in print in our January issue. In Bibles early in the year, Zondervan looked to former President Jimmy Carter who taught the Bible for years to join his lessons with the text of the New International Version (NIV). The result, NIV Lessons From Life Bible, features in-depth studies, application-oriented notes and prayers and quotations from the Sunday-school-teacher-turned-president.

NavPress marked the 10th anniversary of The Message with the advent of The Message Study Bible, adding Eugene Peterson’s insights to his colloquial translation of the text. In addition, the publisher celebrated the 400th anniversary of the King James Version (KJV) by producing the book of Proverbs with the KJV and The Message side by side.

BOOKS: Fiction marks a first-printing milestone; heavenly nonfiction still tops

Nonfiction titles including new release To Heaven and Back by Dr. Mary C. Neal (WaterBrook Press) and 2010 title Heaven Is for Real by Todd Burpo (Thomas Nelson) continued their heavenly sales in 2012.

Jesus Calling by missionary Sarah Young remained strong on best-seller lists, leading the way for her new devotional title, Jesus Today (both Nelson).

AUDIO: Demand is still strong for audiobooks despite looming ‘digital cliff’

BY TODD HOYT, chief executive officer, eChristian

Much has been made recently in the national news regarding the “fiscal cliff” in front of us as a country. The automatic cuts in spending and increase in taxes has created such a “cliff” that if we go over it, there will be irreparable damage to the U.S. economy.

Much has been made of a “digital cliff” ahead of us as well. The digital cliff represents the thinking that physical products will cease to exist and that the world will only consume digital products and negate the need for physical retail stores.

In retailing, sales data continues to show a migration from physical to digital. This is true in books and true in audio. But there is more to the story beneath the surface.

Audiobooks have some similarities to the issues that face print: cannibalization of physical sales, medium- to higher-priced retail titles facing severe pressure and declining retail shelf space. How do we as a publisher and you as a retailer work to address these important issues?

In the case of audiobooks, the good news is that consumer demand is strong and growing, and audiobook consumers tend to remain among the most active and repeat customers. While the 2012 Audio Publishers Association Sales Survey shows a slight decline in physical sales units, the revenue from CDs is still 53%, more than half of the  audio market. There is and will continue to be a demand for CD audiobooks, and the revenue is healthy. The number-one consumer of audiobooks is the commuter, and most commuters tend to listen through their car CD player.

So, here are some ideas:

Selection. As mentioned, audiobook purchasers tend to consume quite a few audiobooks (and regular books, for that matter). Stock and display a variety of genres and price points that are similar to the print books your store is successful with.

Suggestive selling. The primary reason that a book consumer has not purchased an audiobook is because they hadn’t thought about it. Many people want to read more, but cannot fit it into their day. Listening while driving, exercising or relaxing is another way to engage more of the great content from leading Christian writers.

Sale. Running promotions and sales is a surefire way to attract customers to this category. Retail audiobook pricing has come down in the last several years. In fact, christianaudio has more than 20 titles from popular authors (John Maxwell, John Piper, Stormie Omartian, Beverly Lewis) that start at just $5.98, and most retail-priced titles range from $15 to $25.

Service. Nothing is more important than a knowledgeable salesperson. Most audiobook publishers are willing to sample audiobooks to accounts specifically so salespeople can better understand the distinctives and unique qualities of audiobooks.

Sound. When I am in Christian stores, I tend to hear music from leading Christian artists. Have you ever considered playing an audiobook or audio Bible? Playing a dramatized audio Bible or The Screwtape Letters or the latest releases from Karen Kingsbury, Francis Chan or Max Lucado would show the variety available and introduce a captive audience to another reason to come back into your store.

Audiobooks need to be a part of your overall strategy to retain your customer, grow sales and become a destination.

Sarah Young’s Jesus Calling took the Audio category for eChristian in last year’s Retailers Choice Awards.

Editor’s note: Christian Retailing asked Retailers Choice Awards winners from 2012 to look ahead to the coming year in their particular product category. We share these segments with you online and in print in our January and February issues.

The ever-changing children’s market requires constant refreshing

Laura Minchew, vice president and publisher, children’s books and gift books, Thomas Nelson

“Breadth of product offering is very important. It is a critical balance between frontlist and backlist titles for children.”

The children’s market changes and moves at lightning speed. Only a few years ago we were researching sound chips for novelty books and now we are creating applications for iPads. From toys to television and from books to snacks, the children’s world must be cutting edge in technology and innovation.

Our children are becoming media savvy as preschoolers, which means we have to deliver products to meet their ever-progressing level. Throw in the fact that the children’s market customer has this terrible habit of growing up, leaving publishers and booksellers with a completely new audience every five to seven years, children’s publishers are constantly turning their wheels trying to keep up with the ever-changing landscape. 

With all that in mind, booksellers may be left to wonder if there is a future for inspirational children’s books.

Yes, there is still a strong market for kids’ product.

The good news is that with approximately 4 million children born each year, the kids’ market is large and always fresh. In a recent survey conducted in the 2009 Book Consumer Annual Review, 37% of books given as gifts were to children, with the religion category having solid percentage of unit sales and dollar volume. 

Parents are very interested in providing faith-based products for their children. Whether it is in the form of books, DVDs, activity kits or toys, children’s products have a strong place in the market.

To meet these unique needs, Thomas Nelson has created a children’s strategy team that cross-functions between publishing, marketing and sales. The goal of the team is to look forward, spot trends and offer new products that align with the current and upcoming innovations and themes for kids. 

QUALITY AND INNOVATION

Parents are looking for inspirational products that mirror or exceed the quality of what the general market is offering, and kids want products tied to hot trends. 

Everyone knows that girls love all things fun, festive and sparkly—why can’t their Bibles look the same? We felt that developing a girl’s Bible that is glittery and girly would perfectly combine both needs and wants. So we created our Sequin Bibles line—full-text Bibles in a child’s translation bound in floral fabric and embellished with shiny sparkly sequins.

In the same way, our best-selling “God’s Little Princess” line by Sheila Walsh was inspired from the princess themes of movies and toys.

REFRESHED BRANDS

Another research finding is that brands need to be refreshed and updated. In the general market even the classic brands refine and refresh their look from time to time; think Strawberry Shortcake or Barbie. The combination of a classic, familiar brand and a refreshed, more modern look offers great appeal to the parent, mixing both nostalgia and current tastes.

For us, that has meant refreshing the successful Max Lucado’s Hermie & Friends brand, which has touched the lives of more than 5 million families since 2003. We have come up with a new and updated look, yet are keeping the same lovable characters, voice talents, fun storylines and the trusted teachings.

PRODUCT BREADTH

Christian stores have a tough job due to the breadth of product they offer, endeavoring to meet a wide range of needs in sometimes limited space. But I love my Christian bookstore because the breadth of inspirational product offerings for children cannot be found anywhere else. 

If you go to a general market bookstore, the breadth of general market titles is wide. Thinking of the picture book wall, a parent knows they can find a wide array of books on every topic. However, the inspirational section of a general store does not often compete with that of a Christian bookstore. 

Breadth of product offering is very important. It is a critical balance between frontlist and backlist titles for children: Imagine going to a general market bookstore and not finding the classic Goodnight Moon. Backlist titles are critical to customers feeling that the store maintains the books they come in looking to buy. 

At the same time, we’ve seen stores focus so much on backlist that they don’t bring in enough frontlist and their department looks stale. No parent or child wants to go to a children’s section in a store that looks exactly the same as it did on their last visit. Look at a toy store and you’ll find what is new and hot. Sure backlist titles are in the store, but the frontlist is what keeps it fresh. 

The breadth of backlist gives Christian bookstores the competitive edge, and the new releases featured make it feel fresh and fun.

Designating a children’s specialist—a staff person passionate about children’s products—really makes a difference in the ability to keep a children’s department looking fresh. A children’s specialist is likely to know what is hot in a child’s world, and will help buy and merchandise accordingly.

CROSS-MERCHANDISING

With crammed schedules and little time to shop, parents are relieved to discover products from authors they know and trust. Christian bookstores have a unique ability to make this cross-promotion easy and to increase the total sale by merchandising various product genres together.

A mom who is an Andy Andrews fan and purchases The Butterfly Effect will still be an Andy fan if she sees the kid’s version of that message for her child in The Boy Who Changed the World. And if the books are side by side, you’ve just doubled the purchase. But if the children’s book is in the kid’s section and the adult book is on an endcap or in the trade book section, then your shopper may not even notice that Andy has a children’s book.

Instead of relying on customers to do the legwork to know these books exist, cross-promotion via merchandising and placement impacts sales. 

If multi-genre merchandising is impossible, include signage near the trade book that says, “If you like The Butterfly Effect by Andy Andrews, look for his book The Boy who Changed the World in our children’s department.”

THE CHILDREN’S PURCHASER

At first glance you would think the children’s department should target only the child, but remember the actual buyer of products in the children’s section is likely a mom or grandmom. 

We want children to feel safe and comfortable in our children’s departments, but when it comes to signage, it is good to address the felt need that the parents feel for the child, such as “A great book to inspire children to help” next to Max Lucado’s One Hand Two Hands. And every shopper in the children’s section has the goal in mind of helping grow a child’s faith.

No doubt we will continue to see a variety of changes all around the children’s market, but one thing is for certain. As long as there are parents (and grandparents), there will be a market for children’s products to help kids develop a rich and strong love for God. 

The digital revolution requires dramatic changes by publishers and retailers alike

Tami Heim, partner, 
The A Group branding agency

I  was the president of Borders Inc. when I felt the first tremors in the retail world. An annoying Internet startup called Amazon began stalking my stores, stuffing flyers in books on front tables and parking minivans wrapped with their brand logo in our parking lots. Even more irritating, this startup became the venerated poster child for the entire dot-com explosion, illustrative of the coming challenges for all retailers. 

The book industry is now in a period of complete reinvention. This time nobody is exempt. All industry players have been knocked off their game and must think differently in the search for steady ground. The days of lavish advances are evaporating; a project’s viability is now determined based on an author’s existing platforms, networks and ability to do some heavy lifting to market and promote the book.

It’s important to listen for God’s whispers above the noisy winds of change

Bill Hybels Author and senior pastor, Willow Creek Community Church, South Barrington, Ill.

Every responsible ship captain about to head out on an ocean passage knows to check the weather forecast. One valuable piece of information a forecast will provide is an estimate of the average height of the waves. The computer printout of the forecast might show that the expected waves will be only 3 feet high in the charted direction. Or, the forecast might be for 6-foot waves. 

When the ship captain receives a report suggesting 9-foot waves are in the forecast, it becomes more disturbing. It’s at this point he or she has to determine whether or not it’s still wise to make the voyage.

Knowing and loving the books we publish and sell is essential to our success

Many of us in the Christian retail world have viewed the advent of digital publishing as just another pressure to add to the competition from the general market—but it could turn out to offer us an unlikely opportunity.

Recent media reports about the struggles of the big, general market bookstore chains in the face of the growth of e-books have suggested that these outlets' decline could pave the way for the return of the independent bookseller, as consumers seek a place that knows and loves books.

I believe that is true, but as I considered this encouraging possibility, a terrible thought struck me. Are we independent Christian book retailers really going to be able to provide the experience that consumers remember and still long for?

With all the stores that have closed and with so many great long-term retailers having gotten out of the business, are we who are left really able to take up this mantle effectively? 

CBA's 'channel champion' leader on supporting—and joining—'a tough business'

Mark D. Taylor, President/CEO, Tyndale House Publishers

We at Tyndale House Publishers love the Christian retail channel. We always have, and we always will. Why? Because Christian retailers share our passion for getting the good news into people's hands and hearts.

Christian retailers are happy to pray with customers. They are not afraid to ask a customer with tears in her eyes, "Is there some way we can help you?" They know and understand the books they carry, so they can point a customer to just the right book to meet a certain need. 

They reach out to local churches so they can meet the needs of the pastors. They carry more breadth of Christian product than any mass merchandiser would dream of doing. They carry a wide array of Bible translations and Bible studies and Bible study tools. 

They carry greeting cards with just the right sentiment to convey Christian love and friendship. They carry inspirational gifts that are hard to find anywhere else. 

What's not to like?

DIFFERENT CHANNELS

At the same time, we recognize that not everyone can or will shop in Christian retail stores. That's why we also sell to general-market retailers—bookstores and general-merchandise retailers and Internet retailers. We are committed to making our books available wherever our customers choose to shop. 

But we hope and pray that the Christian retail channel will continue to thrive and grow.

We were honored this past summer when CBA retailers gave Tyndale House the Channel Champion award for the second year in a row. But from our perspective, we were just doing business as usual. We continually look for ways to serve independent Christian retailers because we know this is a tough environment for independent retailers—and it seems to get tougher every year. But we want independents to thrive.

We also look for ways to serve the Christian retail chains. Between them, they have hundreds of outlets in key markets all across the country. The chains are an important part of our overall distribution network.

If Christian bookstores disappear, who will carry the breadth of product published by the many Christian publishers? The big Internet retailers will continue to carry essentially every book we publish; in fact, they carry more of our titles than any single Christian bookstore does anywhere in the country.

But it's hard to browse in an online bookstore. One of the nice things about a bricks-and-mortar store is that I can go to the Christian Living section and find books I would never have heard about otherwise. Or I can look through 10 different Bibles to get just the right translation, binding style and support materials.

AN UPHILL BATTLE

At Tyndale House we believe that every major market should be served by a Christian bookstore. Several years ago, the Christian bookstore in our community of Carol Stream, Ill., closed its doors. There are other Christian bookstores in several nearby communities, but Wheaton/Carol Stream was left without its own store.

After waiting a couple of years to see if another independent or one of the Christian chains would open a new store, we grabbed the bull by the horns and decided to participate in opening an independent store in our community.

We are partnering with Christian Art Distributors of South Africa and its affiliate, Christian Art Gifts, a gift supplier that operates in the U.S. market. The new store is called Johnsen and Taylor, named after the founders of our respective companies.

Are we nuts to be opening a Christian bookstore in this economic environment? Maybe. We know it's an uphill battle. But that's how strongly we feel about the importance of local Christian bookstores.

PRESSING FORWARD

In the process of our planning, we've looked at all of the financial parameters that make for successful retailing. 

We need a good location, which we think we've found. We need a good manager and employees. We need the right breadth and depth of inventory. We need good marketing, which we will work hard to create. We need adequate capital so that we can pay for our build-out and fixtures and our opening inventory. 

Thankfully, the partner companies are all strong enough to provide adequate capital. We're willing to make the investment that's necessary for success. Finally, we need faith that God will bless our efforts.

Our corporate purpose is to minister to the spiritual needs of people, primarily through literature consistent with biblical principles. I'm reminded of Ps. 96:2-3, which reads this way in the New Living Translation: "Sing to the Lord; praise his name. Each day proclaim the good news that he saves. Publish his glorious deeds among the nations. Tell everyone about the amazing things he does."

That sounds like a good description of what all Christian publishers and retailers do.

We know that Christian retailing is a tough business. Many stores are under-capitalized, and it's very hard to run a business in those circumstances. The hours are long. Rent expense is high. There is more competition than ever. But those who see Christian retail as a calling press forward despite the difficulties. 

So to all of our Christian retail partners we say, "Thank you and God bless you." 

Events emphasis: Servant's Heart Gifts & Books, Camp Hill, Pa.

Vicky Fichtner is passionate about fulfilling the biblical command to practice hospitality. The co-owner of Servant's Heart Gifts & Books in Camp Hill, Pa., uses her store to make customers feel special and connect with the wider community.

"We love to offer special events," Fichtner said. "It gives us a chance to really do something extra for our guests, and to involve the community in a new way."

From pastor's luncheons, Vacation Bible School (VBS) workshops and a summer reading club for children to book signings and specialty parties for new DVDs as well as celebration events, it seems there is always something going on at Servant's Heart.

Five critical areas independent retailers must—and can—master to be successful

I can hardly believe that I've been in the Christian retail industry for more than 20 years. For half of that time, I had the pleasure of operating a Christian store, overseeing several stores and working at the home office of a national chain.

I came to the Munce Group 10 years ago because I was energized by the challenges and opportunities that faced independent Christian stores. I'm always encouraged by the independence that these independents exhibit—however, when they come together to get behind a marketing campaign, a cause, a new product release or an event, amazing things happen.

Certainly our industry has changed in my 20-plus years. Economic challenges, consolidation and competition have taken their toll on chains and independents. And yet, in these past two decades, those same challenges have provided opportunities for growth for some independent stores.

As I look back, here are some of the key areas in which I've seen independent retailers struggle, but also thrive with the right strategies and systems.

EXPECTATIONS

It is crucial to know and understand what your customers want and expect from you.

While we consistently hear of what is happening nationally with the economy, we must understand that our industry is built primarily on the local economy. Stores that talk to their customers and other retailers and read the local business section are generally succeeding.

Online forums like our own "Munce Talk" and Christian Retailing's online forum can provide an "online retailer roundtable" where stores can connect with each other to share trends and solutions. In recent times, savvy stores have started using social-media services such as Facebook and Twitter to communicate and build relationships with their customers. This helps them identify what is really affecting business and shopping behavior.

Having a local "social" connection with your customers and community will help you know key areas that affect your business—such as unemployment, inflation, competition, marketing, product selection, product availability or other influences.

INVENTORY

More than ever, it is important to pay close attention to your inventory levels.

Many surveys suggest that one of the main strengths and advantages of independent Christian stores is the selection of products there. Most general market retailers cannot—and will not—stock the selection of books and music that your store will.

In recent years, many key suppliers have started providing a core-inventory report. Work with your local sales reps from those key suppliers to ensure that you're in stock on the core inventory. Recognizing how necessary it is to be on top of this aspect of business, we have begun offering inventory-control training specifically to help stores improve their performance.

It is difficult for an independent retailer to have the time and resources to dedicate to inventory control. But I have seen how an inventory-control system like Above the Treeline can provide the necessary reports and analysis in a fraction of the time it takes to do physical inventories or read a handful of various reports.

Once a store has identified its core inventory, the owner can mark down, clearance—offer or return products that are just taking up shelf space and critical inventory dollars.

Some independent retailers are hesitant to bring in new product—we get comfortable with the old product on the shelves; somehow we think that we've invested our money and it doesn't matter if it sells or not. But if a retailer can free up the inventory dollars from the old stuff, investing in new products and core products is much easier.

Through our experience I remain convinced that if, in general, independent Christian retailers have the time and resources to focus on replenishment, they can explode in sales.

PROSPECTING

While reaching your active customer base continues to be a must, retailers also need to reach beyond those engaged shoppers and pursue new customers.

As we review our member-store sales performances, we see stores that have shown an increase in sales are the ones that have purposefully gone after the church market. Whether it has been carrying a few basic items or jumping into carrying the full line, there is a recommitment to working with the churches.

We have also noticed stores utilizing social media and Web sites and going after niche customer groups such as the Spanish-speaking community and consumers in urban areas. Also, many of our stores have indicated that going after "life events" such as baptism, first communion, confirmation, babies, weddings and grief and encouragement needs have attracted new customers.

While new products are always releasing, there are a few core products for grief and encouragement that are best-selling and the local Christian store should never been without them. Take a complimentary copy to your local independent funeral home or drop one off with a few of your area pastors.

VALUE

When the economy goes soft, many consumers are interested in products with a high-perceived value.

Of course, we believe that Christian products have an "eternal" value. In earthly terms, value is seen by the customer, not just because of a low price, but in a combination of the quality and the ticket. We have seen many stores that have increased their bargain and remainder selection also have grown their overall sales.

Effective merchandising is important. Use tables, endcaps and your cash-wrap areas to communicate value. Set up a table and cover it with a bright yellow tablecloth. Stack some closeout products or great buys from a vendor. A handwritten sign can say to shoppers, "This is just in and such a great deal that we didn't have time to make a professionally done sign."

And finally, featuring the right product at the cash wrap is an excellent way stores can increase the customer's total purchase.

TRAINING

Do not overlook the need to train staff to sell the benefits of the products—not just the features.

Customers will be more willing to purchase a product if they can associate a benefit rather than just a feature. Focus on a few key items for each selling season and equip staff members to be able to explain the benefits.

What are the benefits of this product? Will it enable purchasers to be better parents? Will it help them communicate their faith more effectively? Will it enrich them by enabling them to apply the Scriptures more efficiently in their personal study?

BE ENCOURAGED

Though business continues to be tough, retail indicators are showing great hope for the remainder of this year. And, do not forget the reason independent Christian stores exist—we have the good news of the gospel woven throughout the products we represent. So be encouraged and stay the course!

"May the God of peace, who through the blood of the eternal covenant brought back from the dead our Lord Jesus, that great Shepherd of the sheep, equip you with everything good for doing his will." (Heb. 13:20-21a, NIV).

By Bill Anderson

"Real Help for Your Business" is considerably larger than the theme for last month's International Christian Retail Show (ICRS). It's the driving vision of CBA's growing family of business solutions. These initiatives address the changing needs of our members and provide solutions that help our retailers more effectively compete in an ever increasingly competitive environment. 

CBA business solutions provide real help to solve some of Christian retailers' greatest challenges:

Retailers need help with Staff Training

CBA Connect is a Web-based e-business platform with a learning management system enabling retailers to train a frontliner for less than 5 cents/hour. All CBA frontliner and advanced management training is now on the platform. Participating suppliers will be providing product intelligence on key titles right to the frontliners who sell them.

In tough times, we need to remember why we are in the Christian products industry

I grew up with almost no knowledge of God. I was raised by wonderful, loving parents, both shaped by their parents and the Great Depression.

My mom and dad were both hard working, friendly, honest, giving of themselves and their time. They did everything they knew to raise my brothers, sister and me to be “good” kids.

But there was no emphasis in our home on God or His Word. I was raised in a certain branch of the Christian faith (which shall remain nameless) where we attended church almost every Sunday. It was all steeped in ritual, and nothing that I saw or heard there ever really grabbed my heart or my mind.

So somehow, by the age of 10, I decided that I was an atheist. I remember thinking that God and the supposed miracles I had heard about could not be true; after all, science had “proven” that.

When the Gideons handed out copies of their little New Testaments to students at our school in the fifth grade, I took one—all the while with my one atheist friend glaring at me as if I were giving up the good fight.

Throughout my early teens, I would sometimes lay awake at night gripped with sadness about what death would be like. I would think about my parents’ inevitable fate and my own, and lie there in fear. You see, an atheist has no hope beyond this life.

But I never really thought about turning to the Bible for answers to my questions. The New Testament I had accepted (from the Gideons)—because everyone else was taking one and I did not want to stand out from the crowd—still lay unread somewhere in my room.

Then, one day in my 15th year, I was at a yard sale with Mom. I had never been much of a reader growing up, so it was out of character for me to be drawn to books of any kind—let alone a book with a title like The Late Great Planet Earth. But somehow it was different with this little paperback that had taken the world by storm.

I bought the book for a whole 25 cents and began to read. Author Hal Lindsey told of the many prophecies in the Old Testament that all had their fulfillment in the person of Jesus of Nazareth.

The evidence set forth in those pages brought me intelligently to the point of taking a step of faith. The statistical impossibility of all of those biblical prophecies being fulfilled in one person made a believer out of me.

I thought: “So if ‘prophecy’ is real, then a creator God who knows the end from the beginning is possible. Who else could make such predictions except an all-knowing God?”

As I finished that book, I let the author and the Holy Spirit lead me in saving prayer—confessing Jesus as my Lord and Savior and believing that God, the Creator of the universe who I had once denied, loved me and the world so much that He sent Jesus to die for us and didn’t leave Him in the grave, but raised Him from the dead.

I had been born again.

After that, I started reading the Bible—the same small New Testament I had tucked away when I was in the fifth grade. Later, I took the step of buying my first full-sized Bible from a local Christian bookstore.

Why do I tell you all this? To encourage you, because you are a part of the story—maybe not mine directly, but certainly one of the thousands like it that can be told in communities across the country. These stories are still being written because of people like you.

Undoubtedly the book I read, by Lindsey and Carole C. Carlson, which I found in a yard sale in 1978, was first purchased from a Christian retail store. Had there been no Christian bookstore, there would have been no book lying there at the yard sale calling out to me and … well, I think you see the progression here.

God’s amazing grace and His wonderful Word—first illuminated to me through that cast-off book—have changed me forever.

So I thank Him for all the Christian retailers and all the others who serve the Christian product industry—not just for the impact on my life, but for the countless others who have also been reached as a result.

I consider it a privilege, too, to have been able to play a part in writing some other people’s stories since becoming a Christian.

I may never write a book like The Late Great Planet Earth, but many people have read the Christian messages we’ve printed on more than 10 million shirts created at Kerusso.

Earlier this year, we published our 2009 Christian Apparel Faith & Motivational Research Report, which revealed that 98% of respondents said they wanted the message on their Christian T-shirts to be noticed by unbelievers—and 56.8% actually had an unbeliever ask them about the message on their garment.

Even more dramatically, we discovered in the study that 7.4% of unbelievers who engaged in a conversation with someone wearing a Christian T-shirt that had sparked an exchange between the two had made a decision to accept Jesus Christ as their Savior immediately.

Recently, I heard from a store owner in Colorado who told of two women shoppers looking at the Kerusso apparel items on display in the shop. The owner continued to build a relationship with the pair as they regularly visited the store, and after a few weeks, one of the two made a decision to accept Christ.

I was thrilled to hear that. I am sure that I am not alone in believing that, in these difficult economic times, it’s important that we remind ourselves why we got into the Christian products industry in the first place.

So, please, take some time and think back to all the stories and testimonies you’ve heard like mine. Use them to encourage yourself in the Lord, or share a story in which you have had a part with someone else who needs a boost. Remind yourself and your colleagues that you and they are truly making a difference for eternity.

What we are doing has an impact in the lives of many today and in the next life. All of us who are involved in the Christian products world are part of the fulfillment of Romans 10:13-15 (NIV): “For, everyone who calls on the name of the Lord will be saved. How, then, can they call on the one they have not believed in? And how can they believe in the one of whom they have not heard? And how can they hear without someone preaching to them? And how can they preach unless they are sent? As it is written, ‘How beautiful are the feet of those who bring good news!’ ”

Let’s renew our commitment to this work, because—standing together—we are making an eternal difference.

All of us who are involved in the Christian products world are part of the fulfillment of Romans 10:13-15.

Since college, my personal and vocational passion has been to help people discover the power of great Christian content in their lives. I became a Christian at the end of my freshman year and immediately began reading the Bible my roommate gave to me.

Not long after, I visited our local Christian store and met the new owner, Steve Potratz. During our conversation he recommended that I read The Pursuit of Holiness by Jerry Bridges. Every time I visited