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The Parable Group shares mid-year Christian Bookstore Market Report

(July 22, 2022) – As our world continues to confront labor shortages, supply chain disruptions, and inflationary challenges—The Parable Group continues to analyze data and provide insights into the sales and performance within the Christian retailing industry. Based on nightly sales and inventory data reported to ParableConnect from over 250 retailers, these mid-year findings include national U.S. representation across independent Christian retailers.

Same-store sales from January to June of 2022 were down 1.9% overall compared to the same period in 2021. Receipt count and units purchased also showed a slight decline—receipts were down 2.6% and units were down 2.7%. These findings align with broader market reports where ’22 to ’21 comparisons are flat or a little short of prior year.

Interestingly, the findings show a near-even split between stores. Of the stores reporting to ParableConnect, 41% saw an increase in sales in the first half of 2022 as compared to 2021. 43% saw a decrease.

“Despite the recent challenges retailers face, our retail partners continue their labor of love and service to their customers,” stated Greg Squires, President of The Parable Group. “Many Christian retailers are up against banner sales increases last year fueled by unique circumstances related to the pandemic. For stores to be down less than 2 points is a sign of general health and steadiness across the network. This also highlights the tenacity of independent Christian retailers—and their combination of legacy knowledge, remarkable resilience, and creative energy.”

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.

Contact: Sally Ross, (805) 329-4020,