The annual Christmas Store at Bethel New Life affirms human worth by giving families in the community the chance to participate in both giving and receiving. In 2010, 16 churches and businesses sent hundreds of volunteers and donated 4,500 gifts.  581 families shopped for gifts at discounted prices of $1, $5, or $10. Those without means were able to earn credits by participating in some of Bethel’s many programs, like completing a financial literacy course, taking a healthy cooking class, or getting A’s and B’s on a report card, among many others.  The proceeds from the Christmas Store supported Bethel's college tour for students at Al Raby High School.

The store supports an important part of Bethel’s vision-to empower individuals and strengthen families.

The inspiration for Bethel’s Christmas Store was an urban ministry in Atlanta. In And You Call Yourself a Christian, author Robert Lupton reflected on why they started their Christmas Store:

"Parents, we discovered, would much rather work and earn and purchase presents for their children than they would stand in free toy lines with their proof of poverty... Everyone in a community, no matter how destitute, has something of value to exchange. And in the process of exchange, human worth is reinforced."