And who better than Christian retailers to provide these spiritual gifts—the symbols and tokens of our faith—that have been created as encouraging reminders of God's love?

Christian retailers are set apart from the mainstream by their intimate knowledge and expertise in this area, and by their desire to provide inspirational giftware as a ministry rather than simply a way to make money.

But, it requires a blend of good business sense and strong spiritual sensitivity to ensure a successful mix of the right products, the right placement, the right knowledge and the right questions.

Right Products

It is important to stock a variety of items to meet the needs of those looking for a gift of inspiration. These will be products that possess a high quality of manufacturing and that also have an enduring message. They are gifts that will mean something to the recipient both now and in the future.

In addition to current décor trends, a well-rounded selection of inspirational giftware should also include theme-oriented products as well as classic representations of the Christian faith.

Some popular themes include lighthouses, eagles, sports and career, friendship, secret sister and sympathy. More classic items might include biblical themes such as the 23rd Psalm and the garden of Gethsemane.

Types of products may range from small gift and award items under $10, including magnets and desktop décor, to items such as plaques and figurines in the $10-$40 mid-price range. Large, more costly items, including home décor and textiles, fill out the great assortment of products available to today's consumer.

Right Placement

To ensure a store has a well-rounded assortment of giftware, it is a good idea to group products having a similar message, decorating entire corners or displays in a single theme. This is also an excellent way to cross-merchandize, showing items of differing price ranges together. Customers will be able to view the range of items available in each theme—from the least expensive to the most—without searching throughout the store.

Another method to evaluate the effectiveness of a gift selection is to "shop" the store for gift items intended for various friends and family members. Chances are, if you don't find a gift you deem appropriate for your mother, brother, spouse or teen, then neither will your customers.

This can be corrected by looking through the listings of gift vendors for items that will meet the need for each gift not found in the store—and ordering them. Utilizing themes can simplify shopping by focusing on the recipient's special interests.

Sometimes the most dazzling and effective displays are born not from grouping items with a similar message, but with a similar decorative appeal—for example, bringing together pastoral giftware, anointing oils and products made of metal and stone with Jewish giftware such as menorahs, shofars, pottery and prayer shawls.

This will create a large display of items that look well together and that may serve a similar customer interest.

Right Knowledge

It is vital that staff is familiar with the various product lines stocked in the store—information they won't be able to gather by glancing at the back of a book. This will mean devoting some time to product training.

Most basic giftware training can be passed along during staff meetings, with ongoing education taking place as new products arrive in the store.

One staff member that is trained exclusively in the area of giftware can serve as an invaluable resource not only in staff education and product selection, but in customer service as well. Studying catalogs, attending trade shows and meeting with sales representatives in the store are excellent ways staff can gain additional vendor and product knowledge.

A courteous and professional staff is key. They should be ready to answer questions concerning the quality and manufacturing of items, as well as questions posed by collectors.

Knowing the dimensions, composition, theme, general color scheme and price range of a framed print is valuable information to pass along to potential customers. But, taking the time to appreciate the message that print was created to convey will not only bless staff, it will also be imprinted on their memories so that they can match that message to the need.

This kind of "spiritual matchmaking" is what separates Christian retailers from the pack. It takes someone who understands the message of Christian giftware to convey that message to others.

Right Questions

With the right products, the right displays and the right knowledge in hand, it's important to be sure to ask the right questions in order to match a customer's needs to appropriate gift items.

First, what is the occasion or purpose for the gift the customer is seeking? Is it a birthday, wedding or graduation gift? Or, is he or she looking for a teacher or student award, or simply a gift of encouragement?

Pointing out the various theme displays in a store and asking if the recipient has a favorite sport or interest can be helpful.

If someone is not able to locate an appropriate gift in themed areas, then—assuming that every customer can afford everything in the store, so as not to offend—it might work to ask pleasantly if the customer had a particular price range or type of gift in mind.

Once a selection has been made, offering to personalize appropriate items with an imprint is a wise move. This pleasant shopping experience can be completed with gift-wrapping or by creating a one-of-a-kind gift basket, adding a beautiful bookmark, pocket card or greeting card to fit the theme and occasion.

Finally, if a customer just can't find what he or she is looking for, it is a good idea to offer to special-order an item.

Even if the customer declines, the fact that someone was willing to go above and beyond the call of duty to help will make a favorable impression and communicate that working in Christian retail is not just a job but a ministry, and the customer may just return the next time he or she needs help.