When I was in middle school, my mom bought me the first book in the Christy Miller series by Robin Jones Gunn. The dated cover put me off for a while, but one day I picked it up and couldn’ t put it down. Years later, I continue to recommend this series to young readers because of its impact on my life. In fact, so much so that it is the reason I’ m doing what I am today. I want others to also experience spiritual growth through the power of the written word.
You can probably think of a story that has changed your life too. For every person, there are countless more examples of the enduring benefits of effective storytelling. What’ s more, the data supports it too.
In her April e-newsletter, author Robin Jones Gunn( yes, I’ m still a fan) shares the following facts based on a 12-year study at Yale:
• Reading fiction activates the sensory cortex. The brain processes smells, sounds and textures described on the page as if they were real, thus elevating the readers’ emotional connections.
• Reading novels strengthens the pathways tied to emotional processing. Calming stories soothe the nervous system.
• 20-30 minutes of reading novels produces long-term benefits to memory and slows cognitive decline by 32 %.
Robin concludes by saying,“ Scrolling does not produce these effects.”
Along the same lines, a recent Publishers Weekly article notes that consumers are looking for meaningful alternatives to endless scrolling, and independent bookstores are uniquely positioned to meet that demand. This same article states that readers looking for an escape are also fueling growth in adult fiction. According to Circana BookScan, adult fiction sales grew 1 % in 2025, and overall volume is up nearly 50 % compared to 2020. 1
Cheryl Kerwin, Sales Channel Director at Tyndale House Publishers, found additional supporting data collected by the Parable Group. The following was shared during a phone call with retailers when Parable released the 2026 State of the Christian Retail report:“ Fiction still sells! Twenty-four percent of the top 100 titles were novels. Another way to look at that: when the bestselling books are sold, fiction is on that receipt almost a quarter of the time! That is very impressive”( from Randy Ross at the Parable Group).
Cheryl also pointed out that when eBooks first came onto the scene, it seemed there was a wide-held belief that fiction no longer sold in bookstores. But retailers have come to realize that if they bring in fiction and keep it current, it actually sells in their stores, because fiction readers are some of the most loyal and avid readers.
Rachel Savage, manager of Watermark Christian Store in brick & mortar
West Melbourne, FL, has found this to be true in her store.“ Fiction readers are avid readers and love to come back for more,” she says. They are constantly looking for their next great read. When fiction readers find a novel they like, they are often eager to start the next one in the series or find more from the same author.
And Rachel says that fiction readers are loyal. When a bookseller is able to suggest a good read to a fiction reader, they are more likely to return for more recommendations and purchases from you. This makes fiction readers especially valuable customers for bookstores.
Rachel has also seen how Christian fiction can connect with readers in a way that nonfiction sometimes cannot. Fiction is a great option for someone to give to an unbeliever. They might be more apt to read a novel rather than a theological book or even a Bible. And a compelling Christian fiction book can lead a seeker to ask meaningful questions and open the door to deeper spiritual conversations.
In light of these personal stories and statistics, fiction is still a viable section in your store. To strengthen your sales and ensure the success of your fiction department, here are some suggestions from experts in our industry on how to engage readers and deliver results. continued on page 40 >>
www. christianretailassociation. org / CRA today 39