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The Parable Group shares annual State of Christian Retail report

(February 3, 2022) – Today, the Parable Group released its 2022 State of Christian Retail report, providing data and insights into the current climate within the Christian retailing industry. Important industry findings are explored to help strengthen business and ministry in the year ahead.

Drawing on $74 million in sales data and over 2.1 million consumer receipts reported to ParableConnect by 220 U.S. Christian retailers—along with nationwide survey results—the report highlights include: analysis of year-end sales, comparisons of bestsellers across channels, leading trends in product categories, and posits why Christian retail sales are soaring.

The report also highlights surprising key findings: 2021 POS sales showed an increase over both 2020 and 2019, indicating that stores are performing better than they were pre-pandemic. Overall, same-store sales were up 15% over 2019. Additionally, a January 2021 nationwide survey revealed that 90% of Christian retailers indicated a positive outlook for the future.

“Despite supply chain disruptions, labor shortages, inflation, and the ongoing pandemic, Christian retailers have persisted with purpose-driven resolve, hard work, and resourcefulness,” stated Greg Squires, President of The Parable Group. “And, based on the findings presented in our report, we can see that their efforts have paid off—2021 was the strongest holiday season Christian retail has experienced in over a decade.”

To view the report, click here. For a guided tour of the report, join industry peers onThe State of Christian Retail webinar, to be held on February 17th at 9am 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 or visit

Contact: Sally Ross, (805) 329-4020,