Agile Christian Retailers Have the Advantage
(February 2, 2023) – Today, the Parable Group released its 2023 State of Christian Retail report, providing data and insights into the current climate within the Christian retailing industry. The report, titled Agile Not Fragile, draws on over 3 billion rows of data from over 220 U.S. Christian bookstores—and represents over $84 million in sales data, 2.3 million consumer receipts, and nationwide survey results. Important industry findings are explored to help strengthen business and ministry in the year ahead.
The report highlights surprising key findings: In 2022, sales showed a slight decrease from 2021—but a significant increase when compared to 2019, indicating that stores are performing better than they were pre-pandemic. Overall, same-store sales were up 12% over 2019. Additionally, a January 2023 nationwide survey revealed that 83% of Christian retailers indicated a positive outlook for the future.
Other report highlights include an analysis of Q4 sales, comparisons of bestsellers across channels, leading trends in product categories, and an exploration of Christian retailers’ agility in the marketplace.
Despite three years since the start of the pandemic, Christian retailers faced pandemic-related challenges in 2022—namely inflation, labor shortages, and soaring gas prices. Retailers that beat the year’s challenges leaned heavily on their resourcefulness: 89% of survey responders answered that they adapted their Christian retail ministry to combat challenges in 2022. 56% of retailers adjusted their inventory mix; 52% increased their prices, and 40% increased their digital marketing to attract both new and existing customers.
Generally speaking, retailers across the country reported similar trends: the return of customers to in-store shopping led to stable, not stellar, sales compared to 2021; stores are hosting more in-person and community events again; and many customers are feeling a pinch in their pocketbooks as the price of goods continues to rise.
“While 2022 fell short of 2021’s banner numbers and record-breaking holiday season, Christian retailers continue to demonstrate their agility and resolve,” stated Greg Squires, President of The Parable Group. “The retail leaders in our industry are meeting customers’ needs by drawing on their purpose-driven drive, resilience, hard work, and resourcefulness—it’s inspiring work with great kingdom impact.”
To view the report, click here. For a guided tour of the report, join The State of Christian Retail webinar, to be held on February 16th at 9 am PST. Register here.
The Parable Group helps Christian retailers, publishers, and ministries magnify their mission by connecting them to engaged Christian consumers, pastors, and church leaders. The San Luis Obispo, CA. based data-driven marketing agency and media group has served over 1000 Christian organizations since 1985. For more information, contact sally.ross@parable.com or visit www.parablegroup.com.
Contact: Sally Ross, (805) 329-4020, sally.ross@parable.com
