c. 1998 Religion News Service

DALLAS _ The end is near, judging from the proliferation of”last days”products at the opening here of the top annual convention of Christian retailers Monday (July 13).

With books like”Prosperity and the Coming Apocalypse”by former TV evangelist Jim Bakker and”Final Dawn Over Jerusalem”by current religious broadcaster John Hagee grabbing top billing, book publishers are hoping to capitalize on millennium fever and a renewed interest by churchgoers in the book of Revelation and its teachings.

A trilogy of fiction titles by the writing duo Tim LaHaye and Jerry Jenkins that includes”Left Behind,””Tribulation Force,”and”Nicolae”has sold more than 1 million copies and caused its publisher, Tyndale House, to release the fourth book in the series two months early. Prepublication orders topped 300,000.

Meanwhile, WWJD (What Would Jesus Do?) initials appear on T-shirts, books, Bibles, necklaces and hats and the affable Veggie Tale characters _ whimsical vegetables that teach basic virtues to children _ have moved from their original video format to neckties, mugs and greeting cards. Veggie Tales have sold in Christian bookstores as well as Wal-Marts.

As 13,000 delegates swarm the CBA _ formerly known as the Christian Booksellers Association _ convention floor looking for the next major products to sell _ primarily in Christian bookstores _ the crowd seemed upbeat about the future.

Between workshops on selling techniques and improving their inventory, convention attendees are scheduled to hear speeches from author celebrities in the industry such as evangelist Franklin Graham, son and eventual successor to his famous father, and Philip Yancey, who was honored Sunday (July 12) with a top prize for his writing by the Evangelical Christian Publishers Association.

Appearances by other prominent authors _ from popular Pentecostal preacher Bishop T.D. Jakes to Campus Crusade founder Bill Bright _ are scheduled during the six-day convention, which ends Thursday (July 16). Most have new books ready for conventioneers to peruse _ and they hope _ sell at rates even higher than in the past.

The theme of this year’s convention is”Impact x 2,”a challenge to double sales through Christian retail stores by 2002. The CBA exists to help its member stores, most of which view their work not just as sales but as ministry.”This isn’t just about spurring sales in CBA stores,”said CBA President Bill Anderson in a statement.”We have a vision for doubling the ministry results, impacting the lives of more people for Christ, equipping church leaders and laity for Christian growth and service and increasing the role Christian retail plays in distributing Christ-honoring product.” From the looks of the convention floor, much of the sales in CBA stores will come from gift products. The floor, which for the first time is divided into product sections, is dominated by the gift and specialty products section, which includes 185 of the 434 total displays.

Although it is called a booksellers’ convention, most Christian bookstores are now dominated by gift cards and music products. The music category has just 21 booths, but the largest companies are all owned now by major secular record companies that have expanded into gospel and consolidated the formerly independent labels.

Although the companies are here to promote their products to retail outlets, most say privately that direct sales to consumers have taken off thanks to the Internet. Historically, the sales of Christian products were almost entirely through Christian bookstores.

Now Christian books appear in major secular chains and Christian rock CDs hold their own in music stores. T-shirts with Christian themes are making their way into surf shops and inspirational cards and gifts are big sellers in mall card shops.

DEA END RNS