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The Parable Group shares Annual State of Christian Retailing report

(February 5, 2021) – Today, the Parable Group released its 2021 State of Christian Retailing report, providing data and insights into the current climate within the Christian retailing industry. Progress, pandemic challenges, and important industry findings are explored to help strengthen business and ministry in the year ahead.

Drawing on $58 million in sales data and 1.7 million consumer receipts reported to ParableConnect by 230 U.S. Christian retailers—along with nationwide survey results—the report highlights include: comparisons of bestsellers across channels, leading trends in product categories, analysis of year-end sales, strategies for retail growth, and stories of exemplary retailers.

The report also highlights surprising key findings: Christian retail sales after the March-May 2020 shutdowns have continued to comp prior year’s sales. Overall, same-store sales were slightly up (0.9%) during the second half of 2020. Additionally, a January 2021 nationwide survey revealed that 87% of Christian retailers indicated a positive outlook for the future.

“We have been surprised and delighted once again by the resiliency and tenacity of independent Christian retailers,” stated Greg Squires, President of The Parable Group. “Amid disruption and business shutdowns, these retailers have persisted with fortitude and fervor. And, based on the findings presented in our report, we can see that their loyal shoppers have supported them even in the toughest of times.”

To view the report, click here. For a guided tour of the report, join industry peers on The State of Christian Retailing webinar, to be held on February 10th 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