Overview The United States religious products retail market is worth approximately $4.3 billion and includes products such as books, DVDs, music, church supplies, and gifts. The demand for religious products is generally driven by demographics and consumer income. Many religious organizations house their own religious products stores on campus, generating an additional source of income for the church. Religious product stores often offer guidelines for school administrators on how to evaluate and select the best products for their students.

The Industry In 2010, religious book sales declined a half percent over 2009 figures, coming in at $585.4 million. The Internet has widened the playing field for the religious products market, allowing non-religious products stores to offer a line of religious products. The Internet has also allowed religious product stores to solely operate online, reducing the operating costs of brick- and-mortar locations.

Major Players Family Christian Stores operates nearly 300 locations in 36 U.S. states and sells church supplies and Christian products. Christian Book Distributors (CBD) was started in 1978 and, today, fills a 300,000 square foot facility. Christianbook.com is CBD’s online home. Lifeway Christian Resources owns and operates 162 Lifeway Christian Stores across the nation selling church literature, Bibles, books, music, and other religious products. Mardel, which is also affiliated with Hobby Lobby Stores, operates 34 retail locations across six U.S. states in which it stocks over 40,000 items.

Marketing & Advertising In-store promotional events, programs, and book readings and signings are traditional methods for drawing consumers into religious products retailers. Religious products retailers with a presence in a religious building typically offer products that support weekly services. Loyalty programs are a common marketing tool to encourage repeat purchases. Many religious retailers participate in Christian Store Week to benefit from the marketing promotions, email invites, and free giveaway materials.

Growth Areas Customer service is going to play a key role in the success of religious products stores, making it critical for retailers that get to know customer preferences and product needs. Religious product stores will need to find a way to incorporate social media into their operations. The growing Hispanic population and its religious preferences make this demographic a key target market for religious products stores, especially those that include Catholic items in their product mix. Technological advancements can help make store operations more efficient and intelligent and position it for growth.

The Future of the Industry Industry experts predict a 12% growth in the sale of religious products and books as consumers looking for answers in this time of economic uncertainty. As eBooks continue to break sales records, hard copy book sales at religious products stores will be threatened and diminished. This means that stores will need to expand their product selections to include gifts, accessories, house wares, and other tangibles.

Advertising Strategies Religious products retailers should develop loyalty or frequent purchase programs that offer consumers discounts on future purchases. Retailers should also honor loyalty cards from bookstores that have shut their doors recently (including Borders) as a way to encourage their patronage. Religious product retailers should partner with local religious organizations, offering discounts for parishioners. Television advertisements shown on closed-captioned television within the religious facility should be used to communicate promotions and discounts.

Advertising Strategies Religious products retailers should have an internet presence and establish a blog that offers product reviews and ratings to help consumers make educated purchase decisions. Religious products retailers should set a display at local craft fairs and farmers’ markets, selling a variety of the products carried in the store. Similarly, stores can stand out by dedicating a corner of their retail space to locally produced goods, including those made by local artisans. The retailer should advertise these unique selling locations and offerings.

There are three simple reasons! Why TV? There are three simple reasons!

Why TV? 1. Your customers and potential customers use it−viewing daily for long periods of time. 2. TV’s attributes of sight, sound, motion, and emotion let you best communicate your message to these people. 3. Television works in dollars returned!

Why TV? Remember, only television can give you: The right message To the right people At the right time In the right place!