DENVER — The fake rose petals strewn across the tablecloth gave Milton Hobbs' booth a romantic aura. He stacked crystal-cut perfume flasks in a pyramid and set out pink candles tied with ribbon. The effect was almost sexy -- at least compared with the other booths at the International Christian Retail Show.
Hobbs liked it. He needed a striking display to call attention to his most unusual product.
"Christian perfume," he said. "It's a really, really new genre. We're the first!"
Virtuous Woman perfume comes packaged with a passage from Proverbs. But what makes the floral fragrance distinctly Christian, Hobbs said, is that it's supposed to be a tool for evangelism.
"It should be enticing enough to provoke questions: 'What's that you're wearing?' " Hobbs said. "Then you take that opportunity to speak of your faith. They've opened the door, and now they're going to get it."
More than 400 vendors packed the Colorado Convention Center last week to showcase the latest accessories for the Christian lifestyle. There were acres of the predictable: books, CDs, greeting cards, inspirational artwork, stuffed animals wearing "Jesus Loves You" T-shirts. Many of the newest items, however, put a religious twist on unexpected products -- marketed as a means to reach the unsuspecting and unsaved.
Christian Outdoorsman was taking orders for a camouflage baseball cap with a red cross. In Booth 235, Revelation Products of St. Louis was pitching golf balls and flip-flops. Follow the Son flip-flops have patterned soles that leave the message "Follow Jesus" in the sand.
Gospel Golf Balls are touted as "a great golf ball with a greater purpose." Manufactured by Top-Flite, the golf balls are printed with well-known verses from the Bible, such as John 3:16 ("For God so loved the world that he gave his one and only Son.... "). Dave Kruse, president of Revelation, said they were meant as "conversation starters," to help men share their faith while teeing up.
An added bonus: Duffers need no longer feel bad about losing a ball in the rough. "If you're playing great, good," Kruse said. "If you're spraying the ball, well ... lose a golf ball, share the gospel."
After years of steady growth, the Christian retail market notched $4.3 billion in sales in 2004, the latest year for which figures are available. Sales of Christian books, in particular, are booming, outpacing most sectors of the publishing industry.
