Their gospel message changed people. It broke down social barriers. It challenged established authority. It taught ordinary men and women that they were accountable to God first, and that their personal walk with the Lord was the key to everything. What began as a spiritual revival soon reshaped how people viewed community, leadership, and ultimately, freedom itself.²
Historians have long argued that this movement helped lay the groundwork for the American Revolution.³ A shared spiritual identity began to unite the colonies. Ideas based on biblical principles about liberty, responsibility and individual worth took root in hearts before they ever appeared in political documents. In many respects, the desire for independence was born out of a deeper awakening.
That connection still matters today. As we approach America’ s 250th anniversary, we are seeing a familiar pattern emerge. We see economic turmoil, an oil crisis, shortages, soaring prices, political scandals and wars. Customers today are searching, and Christian retail can fulfill those needs. Bibles, devotionals, Christian fiction and Christian children’ s books are once again seeing significant growth. There is a clear hunger for truth, hope and daily encouragement. In a world that often feels uncertain, people are seeking something substantive and enduring.
Hearts were stirred before our nation was formed
The film The Great Awakening( 2026) has stirred a renewed interest in the spiritual roots of our nation. While films are often entertaining but historically inaccurate, in this case, the central idea rings true: revival preceded revolution. Hearts were stirred before our nation was formed. This was the theme of the patriotic service that I was a part of 50 years ago.
14 CRA today / www. christianretailassociation. org
For Christian retailers, this is more than an interesting historical note; it elicits a call to action. The 250th anniversary provides a natural moment to engage customers with purpose. Thoughtful merchandising, historically grounded resources and Scripture-centered products help people connect the story of America with the story of faith. This is not about patriotic sentiment alone. It is about pointing to the foundation beneath it, the gospel.
When we highlight the role of Scripture, the power of the gospel and the importance of personal faith, we are doing what Christian retail has always done: meeting people where they are and guiding them toward truth. We are not simply selling products tied to an anniversary; we are sharing a story with eternal significance.
If the Great Awakening teaches us anything, it is that transformation begins in the heart long before it appears in culture. That was true in the eighteenth century, and it remains true now.
As this historic anniversary approaches, the question for our industry is simple: Will it be just another holiday, or will we have a story to tell? The answer will determine not only how we celebrate 250 years of American history but also how we help shape the coming years.
1
Lambert, F.( 1991). " The Great Awakening as Artifact: George Whitefield and the Construction of Intercolonial Revival, 1739 – 1745." Church History. https:// www. cambridge. org / core / journals / church-history / article / great-awakening-as-artifactgeorge-whitefield-and-the-construction-of-intercolonialrevival-17391745 / 2DBC970424AEEDF0C72DCD5A27B3208B
2
Heimert, A.( 2006). Religion and the American Mind: From the Great Awakening to the Revolution. Harvard University Press. https:// books. google. com / books? id = R5NLAwAAQBAJ
3
Carter, D. W.( n. d.). Awakening Freedom: Protestant Revivalism’ s Effect on the American Revolution. Defense Technical Information Center. https:// apps. dtic. mil / sti / tr / pdf / AD1021921. pdf
Tim Morgan is the CEO of Genesis Marketing Group, Palmetto Fortis Marketing and Munce Group Marketing. With over two decades of experience in C-level roles, he leads a diverse portfolio of businesses servicing partnerships nationwide. Tim’ s mission statement is“ whatever you do, work heartily, as for the Lord and not for men”( Col. 3:23).