For more information, contact:
Marjorie Koval: (719) 265-9895 x1104

COLORADO SPRINGS, CO (April 9, 2010) – While the deep recession affected retailers across
every sector, and many stores experienced sales declines, the 2010 CBA State of the Industry report
reveals Christian-store retailers remain positive as they implement new business practices and plan
for growth this year. On average, Christian stores reported a 3.07% net sales decrease. However,
25% of stores reported sales growth, and nearly 9% reported flat sales.

One-hundred-fifty Christian retailers representing 198 rooftops from 41 states — including
independents, regional chains, and national chains — participated in the anonymous survey of 2009
calendar-year data. The stores represent a wide range of store sizes and types operating in various
retail environments. The 2010 CBA State of the Industry Report revealed:

  • Christian stores lagged behind all retail during the 2009 Christmas season, reporting an
    average 2.1% decrease in net holiday sales. The National Retail Federation reported all 2009
    Christmas-season retail sales up 1.1% from the same 2008 period.
  • The rate of store closures slowed slightly last year with a net loss of 32 stores compared to
    37 stores in 2008, and fewer new stores opening, according to information provided by
    various industry sources and CBA.
  • The report indicates church-relations strategies contribute significantly to positive store
    growth. Among stores hosting at least one pastor’s event in 2009, 43.3% experienced overall
    sales increases from 2008 — more than twice the rate of stores with sales increases that didn’t
    host any kind of pastor’s event (21.2%).
  • Despite a struggling 2009 economy, only 3.2% of respondents plan to close their store this
    year – down from 6.3% in last year’s survey.
  • Retailers are generally optimistic and look forward to positive change in 2010. A strong 82%
    of respondents expect sales in 2010 to be the same or better than 2009. The overall weighted
    average of all responses projected a 2.2% sales increase for 2010.

The copyrighted report is free to CBA-member retailers who took the survey. CBA-member
retailers who did not participate may purchase the report for $39, and non-member Christian-store
retailers who participated may purchase it for $59. CBA supplier members may purchase the report
for $79.

For more information, call (800) 252-1950 or e-mail