Christian Stores in Crisis

CBA member stores reported total sales of $4.34 billion in ’04, $340 million more than in ’00, yet nationwide, 623 Christian book and supply stores closed between ’05 and ’06. Demand for Christian products is greater than ever. One factor is more consumers are shopping online. Sometimes patrons use a brick and mortar store to view the item they want before buying it online. In many cases, consumers aren’t even shopping online. They’re downloading or copying what they want freely from sites like Bible.com and Biblegateway.com. Wal-Mart’s Web site directs Christian book shoppers to a range of specific sub-genres and lists organized by denomination. The books are often discounted 20% to 40%, and shipping is typically 97?. At Amazon.com, most purchases over $25 qualify for free shipping. Just as vexing to small Christian stores are mega-stores, such as Wal-Mart and Target. Business owners say customers who used to buy crucifixes, Bible software and Christian music at their shops now get those items the same place they buy shoes, groceries and electronics. The competition is in not only books and Bibles, but inspirational gifts and cards also. Many once-healthy Christian stores are struggling to survive in a difficult economy along with increased competition. Some of what’s hurting them stems directly from the nature of Christianity itself. Because most Christian bookstore owners are also devout Christians, it is said they’re often loath to engage in hard-nosed competition like other business owners. Retailers say they practice the kindness their books preach, routinely referring customers to each other.