During the CPE Summer 2026 training sessions, Lorraine Valk of Sonlight Gifts, Lawrence, MI, taught retailers how to transform their store to promote maximum sales and repeat traffic with effective merchandising. In the recap below, she shares the rules and tips taken from her workshop.
The following are a few display“ rules” I apply to most of the displays in my store: 1. Set the Stage. Set the stage by having a theme in mind. A theme can be almost anything from season to type of merchandise. There are plenty of things on the Christian calendar as well as seasonally to stimulate your creativity to keep your store fresh and inviting.
2. Coordinate with Color. Start with something that unifies what you’ re featuring. The color palette should be one of your first considerations. This Christmas, will it be red and green or blue and silver? Hopefully earlier in the year you purchased ahead with these ideas in mind!
• Fixtures: Fixtures can be new or used pieces. Multipurpose pieces are even better. I hereby give you permission to raid your family’ s and friends’ garages for items to use, such as wooden ladders, stumps and lamps. You don’ t need an unlimited budget( plus where would you store it all?) just permission to borrow!
Set the stage by having a theme in mind
Photo Courtesy of Blessings, A Christian Store
3. Layer for Impact. Layering means you need risers and containers to create dimension. We have an area in our backroom filled with pieces in a wide variety of sizes that we’ ve curated over the years from thrift stores, vendors and the like. My favorites are crates and stacks of books with the covers removed( Kalalou actually sends book bundles this way).
• Accents: Find items you can use to add height, dimension and interest, such as crates, logs or antique sleds. Does anything lend itself to hanging or stacking?
• Fillers: Fill in with fabric, greenery, florals, twigs, moss and excelsior to pull it together and add texture. This is the same as in your home. A plant or flower arrangement can be the finishing touch it needs! Don’ t forget to put a price on them. You’ d be surprised how often they sell too!
4. Cross Merchandise to Tell Your Store’ s Story. Tell your store’ s story through your displays: You are a Bible, book and gift store that has something for everyone on their list! As items sell, mentally pull together existing inventory, as well as new arrivals, then execute as quickly as you can to keep disruption to a minimum.
5. Create Multi-Sensory Appeal. As a brick-and-mortar retailer, you can offer your customers something an online retailer cannot— a sensory shopping experience. A sensory shopping experience creates a memorable shopping experience for customers as they associate a certain scent, feel and mood with your store. Don’ t forget to include a selection of shapes, sizes and smells! Take a lid off the candle or add some coordinated colored soaps to encourage the guest to stop and figure out what smells so good. Add sparkle, twinkle lights or wood for texture and excitement. Strings of lights are easy to add or hook to the ceiling, defining the space and drawing your eye to an area. And research has shown that customers who have all five senses engaged are more likely to spend more time in your store and to make a purchase. In fact, the multi-sensory aspect is one of the things shoppers enjoy most about in-store shopping!
28 CRA today / www. christianretailassociation. org