Christian Retail Holiday Sales Up 4.7%

The Parable Group, a marketing firm serving Christian retailers, publishers, and ministries, reported Christian retail store sales were up 4.7% in independent Christian stores during the holiday season (from Nov. 1-Dec. 24). The data is based on 230 store responses, via ParableConnect, a platform open to all Christian stores. 

The sales data also indicates that 72% of independent Christian retail stores were up or flat during the 8-weeks leading up to Christmas compared to last year. Parable reports that some stores experienced double-digit growth, while others fell double digits, but overall, sales were up nearly five points over 2019 during that same period. 

Greg Squires, president of Parable, said the data contradicts widespread belief that bookstore sales are in decline.

"Retailer sales after the March-May shutdowns have continued to comp prior year’s sales," he said in a press release. "This highlights the resiliency and tenacity of independent Christian retailers who’ve persevered and championed their mission to equip their local communities with hope-giving and life-changing resources.”

Another retailing report is expected from Parable in February.