Market Report — National Stationery Show
By Caroline Kennedy and Maria Weiskott -- Gifts and Dec, 5/23/2006 2:31:00 PM
If anyone was thinking that maybe greeting cards, pens, diaries and bookmarks were all going the way of BlackBerries, Palm Pilots and other hi-tech paraphernalia... fughettaboudit, as we say here in New York.
Pens for Pilots? Tell it to the thousands now converged on the Javits Convention Center for the National Stationery Show (NSS). At 60 years young this year, there are no signs of the show slowing down any time soon — just like any other “Boomer.”
As one out-of-town retailer enthused to us: “I found so many new things. It’s unbelievable!”
“But did you buy anything?” we asked.
“You bet! My credit card is still hot,” she quipped.
Indeed, the mood of the show follows the tone set on its opening day: lively and upbeat. And we mean “upbeat” in every sense of the word; the up beat of a brass quartet included.
The quartet played as Lori Robinson, manager of the NSS, opened the show with welcoming remarks before presenting the Best New Product Awards. Following the awards presentation, the band performed a New Orleans-style jazz stroll, leading attendees onto the show floor.
In a departure from previous events, the Best New Products were judged prior to the show’s opening. The display area was also moved into a prominent location in the Crystal Palace lobby. The early morning presentation ceremony created a lot of buzz and excitement and was a magnet attracting buyers waiting to get into the show. Following are the New Products winners and their categories.
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Celebrate – Party & Occasions: Tarta, Marketing, Chicago, for the Self-Sticking Pop-Up Gift Topper
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Home Work – Desk Top & Personal Office: ZuZu Imports, Louisville, CO, for its Crocodile Paper Line
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Indulgences – Fine Lines & Luxury category: Cleo Writing Instruments, Munich, Germany, for the Gessner wooden pen and case set
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Presents, the Gifts, Novelty and Crafts Supplies: Clifton, NJ based E.K. Success took the prize for its Let-Me-Tell-You & Me and My Honey – Wedding, Honeymoon and Anniversary Keepsakes
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In the largest category, Take Note – Cards & Social Stationery: Hugz Inc., Dallas, was awarded for its Big Bear Hugz Greeting Card.
Fewer Bodies, Quality Traffic
Traffic in the aisles has been brisk right from the opening bell, although some vendors told us they thought the traffic (read: body count) might be a little “off” from previous years. Still, they weren’t complaining, noting that the quality of the customers is high.
Reports are varied, with some companies writing business like gang-busters while others say that things are a little slow compared to other years. But as is true at all shows, in all trades, in all countries, in all seasons, in all our years of experience, we found yet again that the vendors with the most innovative product and with the most energy have no complaints. Likewise, those vendors with the same-old, same-old, or those who spent their time sitting — instead of selling — were the ones with time to complain.
As for the retailers who are buying, vendors tell us they’re ordering a little more cautiously than in years past. But overall, spirits are high and the mood is positive — even if it is a bit on the cautious side.
Worth Mentioning
The Pen Pavilion, with 40 exhibitors from all over the world, is a strong presence on the floor, garnering mostly positive reviews. Several manufacturers feel that the impact of the massed exhibit draws attention to the writing instrument category. A few who’ve returned to the NSS after several years are happy with the choice they made to return.
It was interesting to see retailers buying advertising space for a change. Theknot.com was one of the busiest booths, with the site offering a “show special” to retailers that sell wedding products. One retailer who advertised on the site told us “it’s the place to be.” She added that she receives many referrals from the site’s Local Resource Directory.
This is the first year theknot.com has exhibited at the show. One salesperson told us he and a colleague had walked the floor last year and decided they had to have a presence here.
As we walked the isles, we did see some un-stationery-like products being exhibited, along with the traditional stuff; pet accessories and chocolate, for example. Vendors told us that they bring along these types of products to show with their stationery products as “mid-season tests.”
Interesting concept.
Festivities
Celebrating is a big part of what stationery is all about; so, it’s no surprise that stationery people like to celebrate. In fact, the show offers a good share of festivities.
Sunday afternoon's "Cocktails on the Hudson" set the mood in the afternoon, as buyers enjoyed hors d'oeuvres and wine while they relaxed or continued to shop. On Sunday evening, show manager George Little Management hosted its annual Opening Night party. This year, show attendees had the opportunity to network, dance and enjoy the views of New York City from high atop Rockefeller Center's Rainbow Room. The weather was clear and the New York skyline breathtaking, even for someone who is accustomed to it.
The ceremony honoring this year’s LOUIE Awards — considered the Oscars of the Greeting Card industry — was themed "Tiny Masterpieces." Celebrating the designers, illustrators and writers of the industry, the event was held at the Chelsea Piers. We shared a table with three winners: Vivian Claire, Marian Heath Greetings, and Regarding Life. It was truly thrilling to feel their excitement as their names were read out.
And of course, the tension builds when it comes time to announce the Cards of the Year. This year Meri Meri took the grand prize in the under $3 category, and Dayspring Cards in the above $3 category.
Festivities continued with Monday night’s Gift for Life gala, held this year at the iconic B.B. King’s blues club. It was standing room only as the banter of host Carson Kressley (one of the lifestyle, fashion and design experts from the Bravo television show Queer Eye for the Straight Guy) kept everyone laughing.
Highlights of the evening included a salute to industry leaders Ron Jedlinski, founder of Roman, and artist Mary Englebreit.
Stay tuned, we’ll have more from the Stationery Show later this week.
We would love your feedback!
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