The International Christian Retail Show (ICRS) convenes this weekend in Atlanta. “Christian Retail”—the description of the event is in the name. And while the convention hosts much of what’s good on the market, it also hosts the worst of the merger between Christianity and capitalism. "What does this have to do with me?" you may be asking. Most of you probably have never heard of ICRS, but it does affect you, because much of what appears at the convention will trickle into Christian bookstores in the months ahead.

Most large (and many small) Christian publishers and retailers will be represented, and the weekend offers an opportunity for attendees to find out what’s coming out now and in the months ahead. Lots of good stuff is coming, and the event provides a great opportunity to plan a book budget for the upcoming year. Also unveiled is new technology designed to get the gospel spread around the globe. That—and the opportunity to network with other believers from all over the world—is what’s really good about ICRS.

What’s bad are displays of products that promote a shallow brand of Christianity. Strolling the aisles one will find Scripture verses on everything from candy to underwear. There is stuff for kids, too, like Sword-of-the-Lord pajamas to help them engage in spiritual warfare while they sleep.

Some of this merchandise is just silly; some is downright blasphemous. A few years ago I came across a booth overhung with a banner advertising a product complete with the tagline, “Grace just got more amazing!” Did this organization really think that their product improves upon God’s grace? I asked them this question (much to the embarrassment of my co-worker who was strolling the aisles with me). The answer? “It’s just a play on words.” Whose words is the point. (But because this organization truly had God’s glory as their goal, it took to heart the many complaints it received and subsequently changed its advertising.) Then there was last year’s conference that brought the Jesus bobble heads. There was the hippie Jesus, the soccer-playing Jesus, and Jesus riding a motorcycle.

"Such retailers mean well," we tell ourselves. "Let’s not be judgmental." And surely some of them do. But even those well meaning have fallen prey to the cheapening of the gospel. Perhaps an overzealous marketing plan has clouded their vision. If so, we can feel sorrow. At the same time, these are “Christian” retailers, and given that they are marketing in America, they have copious access to the Word of God, which makes clear from Genesis to Revelation that God is not to be trivialized. Candy, toys, and underwear don’t fit with the image of God that we are given in Scripture. Some of the retailers don’t see it this way, of course. In their view, they are making God “accessible” to a wider audience. But that is not actually what they are doing. Wittingly or not, they are promoting a god who is not God; they are exchanging the right view of God—a high view—for commercial success.

Labels: culture