CHRISTIAN RETAILERS HAVE FAITH IN THEIR BUSINESS

The Noah's Ark pattern from Louisville Kentucky is a popular item at Living Water Books and Gifts.

Precious Moments figurines are popular with customers of The Way Christian Books and Gifts in Jackson.

Judy Leist remembers when Christian bookstores sold Bibles and little else.

There were few gift items and those were often cheaply made.

But times have changed. Christian bookstores today sell a wide range of Christian books, greeting cards, quality paintings, ceramic angels, T-shirts, and religious music tapes and CDs.

Leist and Joyce Ross started The Way Christian Books & Gifts store in Jackson 17 years ago.

The two housewives started the business with tons of faith and little else.

Leist said it is more than a business; it is a ministry.

"It was something I just felt led by the Lord to do," she said.

"If it were a business to us, we would have gone out of business after the first year," she said.

"You have to want to serve the people more than a salary," Leist said.

Over the years, business has grown. The Way moved to larger quarters at 110 S. High two years ago.

Once the only Christian bookstore in the area, today it has competition from two Cape Girardeau retailers: Living Water Books & Gifts, 1416 N. Kingshighway, and Gospeland Book Store at West Park Mall.

Cindy Adams, co-owner of the Living Water store, said Christian stores have to balance business and their religious mission.

Adams and co-owner Jane Glaab opened their store 12 years ago in Olive Branch, Ill. They moved the business to Cape Girardeau eight years ago.

Gospeland Book Store opened 10 years ago. It currently is expanding its store at West Park Mall from 3,200 to 6,900 square feet.

"We look at it as a business ministry and that is portraying Christ through our products," said Melinda Parris, store manager.

The store is one of three in this region. The other two are in Illinois, at Carbondale and Marion.

Leist and Adams said the improved quality and diversity of Christian merchandise have sparked the industry's growth.

"We have such a broad range of products to choose from," said Adams. "Years ago, we had books, Bibles and maybe a few low quality gifts."

Parris said the diverse merchandise allows Christian retailers to reach a wider audience.

The Christian retail business is booming nationwide. Today, it is a $3 billion industry, up from $1 billion in sales in 1980.

Nowhere is that more apparent than at the Christian Booksellers Association annual convention.

Leist regularly attends the convention to see the latest merchandise.

She attended this year's convention in Anaheim, Calif; along with some 12,000 others in the Christian retail industry.

People came to the convention from all 50 states and 50 foreign countries.

There were six acres of exhibits, the equivalent of six football fields side by side.

Religious T-shirts have become a big hit. Leist said it has become fashionable attire for high school students.

There also caps and ties that feature a religious message.

Ties and T-shirts sell well at Living Water, said Adams.

T-shirts today deliver a Christian message in more subtle and even humorous ways. Take the "Simon Peter's School of Surf" T-shirt. On the back it states: "Board is optional. Faith isn't."

Leist said many of her gifts deliver a religious message, but without hitting someone over the head with Christianity.

Christian books cover a wide range of topics. "Christian novels have taken off," said Leist.

Works of historical fiction and mysteries with a Christian message are popular. There are plenty of spiritual self-help books too. Many of them, such as the "Promise Keepers" series are directed at men.

Even Bibles have changed. No longer are stores just selling the traditional black Bible. Bibles come in colorful covers and many versions today.

Adams said the growth in the Christian retail industry mirrors a new religious awakening in the nation.

"There is a hunger in people to know more about God," she said.

Locally, the churches are growing in membership.

Leist said, "It seems like more and more people are not afraid to speak their faith."

A recent study found that Christian stores are drawing 33 percent of the people who actively attend church, up from 25 percent in the late 1980s and 10 percent in the early 1980s.

More customers are shopping more often at Christian bookstores, with 21 percent coming in at least once a quarter and 3 percent shopping weekly.