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Market Report: Natl. Stationery Show

By Caroline Kennedy -- Gifts and Dec, 6/1/2007 12:00:00 AM

You knew something was different at this year's National Stationery Show (NSS) the minute that you walked into New York's Javits Convention Center. The cerulean blue carpet jolted you with its nearly blinding rich hue, and the lively atmosphere offered plenty to engage the visiting buyer before they even set foot on the show floor.

MUST-SEES

After registration, two major displays drew close attention. First, the display of the Greeting Card Association's LOUIE Award finalists; these greeting cards were judged to be the top releases in their respective categories in 2006. The winners were announced on Monday night at the Lighthouse at Chelsea Piers. This year's gala was themed “Masquerade – Unmasking Creativity.” And that theme touched everything, from the elegant mask-shaped invitation to the fun, feathered party masks at each place setting. Masterpiece Studio's John Kind even did a Phantom of the Opera impression to open the evening's presentations. Winners took home awards in 57 categories, including Cards of the Year Awards presented to Great Arrow Graphics' Valentine card in the “under $3” category, and American Greetings' in the “$3 and above” for its get well card.

The second “can't miss” display at this year's NSS was the Best New Products Display, highlighting many of the new products being introduced. This area is a must-see at any show, as it gives a sense of what's new and what may be of interest to buyers. The display was a magnet, crowded with buyers making their lists of must-see vendor's booths.

The products in the Best New Products Display are judged by a panel, which included Gifts & Decorative Accessories. The truth is that the judging gets more difficult each year, as the quality and creativity of the entries rises to new levels. This years' winners included: Yoropen for its ergonomically designed pen gift set; Paper Menu for its personalized photo giftwrap; TableToss for its elegant disposable party tableware; ÖliLight for its flexible contemporary desk light; Sinden Home for its Homebox filing system for important documents; and Nouvelles Images for its AdEasy cards. A Delegates Award presented by the show's retailer advisory panel went to PSA Essentials for its two-color personalizing ink stamper.

Creating more buzz and interest (before even hitting the show floor) was a series of sign boards presenting current trends observed by the editors of the industry publications. The trends were presented in the NSS pre-show e-newsletter “Paperclips.” This is another way the show gave retailers an advance look at what they would see.

NEW LAYOUT, NEW ROUTINE

On the show floor, the National Stationery Show has a bright new look that's been reconfigured and decentralized. No longer are the exhibitors segregated into product category sectors — so gift wrappings, ribbons, and party and celebration vendors are spread all over the floor among desk accessories and social stationery. The new layout encourages buyers to explore the whole show and see vendors they may have previously missed under the former layout.

For the complete National Stationery Show Report, visit www.giftsanddec.com and click on “Direct From Market.”

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Market Report — National Stationery Show

May 22, 2007

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