media

Media Information on Christian Retail

For more information on CBA, the industry, or to request an interview with CBA president Bill Anderson, contact Marjorie Koval .

CBA: The Association for Christian Retail

Colorado Springs-based CBA (formerly called Christian Booksellers Association) is the trade association for the Christian Retail Channel, serving the interests and meeting the needs of 1731 member Christian stores including independents, regional and national chains, church-owned stores, franchises, and marketing groups. Christian retail stores provide Bibles, Christian books, curriculum, apparel, music, videos, gifts, greeting cards, children's resources, and other materials. CBA and their member stores also work with 521 associate member book publishers, record companies, gift companies and other product suppliers. Along with the Christian Trade Association International, CBA serves the meeting and information needs of over 1,000 Christian stores and suppliers in over 50 countries around the world.

For 60 years, CBA members have looked to their Association to help them by leading the industry in analyzing critical issues, developing industry-wide strategic direction, and providing highly valued business solutions such as data tools and intelligence, valuable industry research, retail consulting and training, and much more.

Size of the Industry
The most recent study conducted by CBA shows that sales of Christian products by CBA member suppliers through all distribution channels were $4.63 billion in 2006, up from $4.3 billion in 2004, $4.2 billion in 2002, and $4 billion in 2000.

“This Channel sells more Christian products than all the other channels combined,” said Bill Anderson, president and CEO of CBA. “Christian retail’s unparalleled assortment means increased choice for the customer and greater exposure for the supplier. Suppliers understand that Christian retailers are joined with them in their mission, and are committed at a heart level. For us, ‘Christian’ is not a category; it’s a store wide commitment.”

Christian Retail Shopping Trends
New research by R.R. Bowker utilizing an extensive study of a wide cross-section of consumers indicates the following:
• When Christians shop in Christian retail, their Christian book purchases are 47% higher than when they shop big-box or online.
• When Christians shop in Christian retail, their Christian book purchases are 103% higher than when they shop mass merchandisers.
• Within Christian consumers, "Active Christians” are the biggest buyers of Christian books on the globe... and they buy more Christian books at Christian retail than any other retail outlets.
• For books, the primary force driving consumer awareness -- the #1 way people become aware of a particular title -- is seeing it in a store -- on the shelf, on display, featured on an end cap, etc.

Products
In addition to books and Bibles, today's Christian stores carry a wide array of apparel, children's products, curriculum, gifts, greeting cards, music, software, and videos. They offer a wide range of services in an inviting atmosphere.

Finding a Christian Retail Store
Thousands of new consumers make contact with CBA member stores each month through www.christianstores.org and through CBA’s toll-free store locator number, (800) 991-7747. When consumers call CBA’s store-direct 800 number, the call is routed directly to a nearby CBA team member.

Market
While Christian stores are very diverse in their mission and customer base, the primary market served by Christian Retail stores is the evangelical market. About half of Christian retail stores also seek to serve the needs of Catholic customers and Spanish-language customers. About a quarter seek to serve the urban market, and about a third seek to serve the home school market.

CBA Events: Where the Industry Meets
Each summer, the Christian industry gathers at the International Christian Retail Show. During this networking and buying event, representatives from all 50 states and more than 50 countries come together for the largest annual gathering of Christian retailers and product suppliers in the world. The "latest and greatest" in Christian products are exhibited by more than 300 companies. This is the largest event of the year where retailers place orders, research new product and marketing trends, glean ideas for merchandising techniques and store promotions, and attend business seminars on advertising, marketing, and financial matters. The International Christian Retail Show is the place to build relationships among colleagues, benchmark best practices, and more.

Book Trends
According to Book Industry Trends 2008, an annual report that analyzes sales in the United States, religious books had another strong growth year in 2007, selling 274.5 million copies, up 4.2 percent from 263.4 million a year earlier. This niche of books increased net revenue by 6.3 percent, to $2.58 billion. After a banner 2007 for religion, with gains of 6.3% in net sales and 4.2% in units sold—compared to 4.4% net sales and 0.9 for units for adult trade overall—the category is projected to see growth of 5.6%, 5.3%, 5.5% and 5.6% in the next four years (compared to 2.8%-3.3% for adult trade overall).

Nearly 12% of Americans spend more than $50 a month on religious products, and another 11% spend $25 to $29, according to a national survey of 1,721 adults by Baylor University. One in three Americans surveyed made at least one purchase in a Christian bookstore in 2005, says Baylor sociologist Jerry Park. They're buying books, music, DVDs, toys, gifts, home decor and "witness wear" such as jewelry, T-shirts and more.

Who Buys Christian Books, and where do they buy them?
According to a 2008 study by Bowker’s PubTrack Consumer and in collaboration with Christianity Today:
• Christian book buyers are 70% Protestant, 16% Catholic, 6% Mormon, 8% Other
• Christian books are purchased 47% in retail, 41% direct-to-consumer, and 12% through other outlets
• Active Christians still make the majority of their book purchases at Christian stores
• Active Christians have a significantly higher per dollar and more frequent purchase occasion at Christian retail outlets than any other channel.
Accounting for 57% of all Christian book revenues from the Christian segment, active Christians are the biggest buyers of Christian books on the globe, and they buy more books at Christian retail than any other retail outlets. They have a significantly higher dollar-spend and greater purchase frequency at Christian retail.

Christian Music Trends
While more and more people are using and enjoying Christian music, fewer are paying for it. In 2007 Christian/Gospel music sales deceased 14.3% from sales in 2006 (which is slightly better than music sales overall which decreased 15%). Christian/Gospel music represented 6.63% of all album sales with 63% sold through mainstream retail, 20% through Christian chains, 12% sold through independent Christian retail, and 5% through non-traditional channels. However, the #1 “Christian/Gospel” record in 2007, placed in the category because of lyrical content, was Josh Grobin’s Christmas record, and the #1 “Christian/Gospel” record sold in 2006 was Allen Jackson’s inspirational record, which sold less than 10% through Christian retail. When examining sales of what Christian music would call its core acts, 60- 70% of those record sales are through Christian retail.

Digital sales of Christian/Gospel music represented only 10.7% of total sales and 5.6% of total album sales in 2007.

CBA CROSS:SCAN 2008 trends
Developed at the request of retailers, CBA’s CROSS:SCAN (Christian Retail Official Sales Statistics) gives participating retailers free weekly insights into products customers are asking for to increase sales and profitability.

Based on overall units sold last year, Thomas Nelson’s Million Bible Challenge Bible tops the 2008 CBA best-selling product list, as reported by CROSS:SCAN. The Shack (Windblown Media), Crossway’s ESV Outreach New Testament, The Love Dare (B&H), and Tyndale’s Operation Worship Bible ranked 2nd through 5th respectively.

Despite speculation that music sales are heavily declining, the last four slots in the top 10 went the following CDs respectively: Peace on Earth by Casting Crowns, Revelation by Third Day, WOW Hits 2009, and Christmas Offerings by Third Day.

Last summer’s industry-wide initiative Operation Worship Bible by Tyndale was the top-selling full Bible of all year by dollars sold at MSRP, as reported by CROSS:SCAN.

Based on dollars sold at MSRP, the 2008 top 10 best sellers look a little different. Not surprisingly, The Shack took the top spot with The Love Dare coming in second. Those two books are then followed by four CDs: Revelation by Third Day, The Altar and the Door by Casting Crowns, WOW Hits 2009, and Peace on Earth by Casting Crowns.

Contact Information for Major Chains and Marketing Groups in the Christian Retail Channel

Munce Group

Indian Rocks Beach, FL
www.munce.com

Parable

San Luis Obispo, CA

www.parable.com

Covenant Group

Spartanburg, SC
www.covenantgroupstores.com

Berean Christian Stores

Cincinatti, OH
www.berean.com

Family Christian Stores

Grand Rapids, MI
www.familychristian.com