rush to press news and updates

The Parable Group shares Christian Bookstore Market Update

(June 5, 2020) – Amid the ongoing global pandemic and anti-racism protests—The Parable Group released a Christian Bookstore Market Update providing data and insights into the current sales climate within the Christian retailing industry.

Drawing on nightly sales data reported to ParableConnect from January 1 through May 30, 2020, the findings include national U.S. representation across independent Christian retailers from all major marketing groups. ParableConnect receives POS data from over 300 retailers daily.

Before the pandemic, Christian retail sales started the year mostly flat to a little ahead of the prior year. While the dip in April was sizeable, the recovery in May has risen sharply over the past several weeks. Book and Bible sales this past week were 75% of prior year’s sales.

“Christian retailers operating in 2020 have been through crises before and again are showing their resilience through this pandemic,” stated Greg Squires, President of The Parable Group. “After a dark month of April, Christian retail sales have been substantially recovering throughout the month of May. Shoppers are returning to stores and bookstores are getting back to business at a surprising and encouraging rate. 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.”

To read the entire sales report, click 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