CBA

Time for a solid update on the changing realities in U.S. evangelicals' retail business

Time for a solid update on the changing realities in U.S. evangelicals' retail business

Hammered by superstore chains and then the online omnipresence of Amazon, America’s bookstores are struggling.

Thus there was more sorrow than  shock when the Southern Baptist Convention’s LifeWay Christian Resources announced on March 20 it will close down its chain of 170 brick-and-mortar stores, which sell books, Bibles, curriculum and a variety of other religious products.

Baptist Press reported the gap between LifeWay stores; sales and operating expenses grew from a manageable $2.3 million in 2010 to $35.5 million by 2017. That year, LifeWay’s chief rival, Family Christian Resources, shut all of its 240 retail locations, following the 2013 demise of the United Methodist Church’s 38 Cokesbury stores.

The Baptist collapse raises two themes for solid stories, the limits on what products religious stores should be selling, and the ongoing disruption as U.S. religious retail, dominated by evangelical Protestants, shifts toward online and phone-ordering operations. As a company, LifeWay will continue alongside the likes of family-owned Christian Book Distributors.  There will be ever fewer independent stores surviving to serve as local ministry and fellowship centers. 

 On the first theme, officially Christian stores obviously are not going to sell lottery tickets, randy novels and movies, pop music that degrades women, or books that deviate from their faith’s doctrines. The Baptists’ no-no’s include the prosperity gospel and  accounts of purported visits to heaven. Some respondents danced on LifeWay’s grave over the way its policies reflected the Southern Baptists’ narrowing definition of doctrinal fidelity.

The most-discussed example occurred in 2012 when LifeWay refused to sell “A Year of Biblical Womanhood,” a slightly sassy book on the gender wars by well-known author Rachel Held Evans,  published by Thomas Nelson, an evangelical subsidiary of HarperCollins that’s based in Nashville, the same city as LifeWay.  

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