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Market Report — Craft and Hobby Association Show

By Cinda Baxter -- Gifts and Dec, 2/7/2007 9:54:00 AM

These craft people sure do cheer a lot.

This was as close to Martha as Mom and I — or anyone else — got.

As someone who considers herself a seasoned buyer, having attended a myriad of gift shows all over the country, as well as no fewer than 13 Stationery Shows, I didn’t think anything could surprise me anymore. Was I wrong. Whether it was a vendor’s hourly game of Bingo, a daily drawing at a booth or Martha (yes, that Martha) taking the stage, there seemed to be constant cheering at the Craft and Hobby Association (CHA) Show in Anaheim, CA.

As keynote speaker, Martha Stewart drew a gargantuan crowd of devotees anxious to hear her words of crafting wisdom. At precisely 5 p.m. Sunday afternoon, attendees patiently snaked their way up to the third level of the Anaheim Convention Center, snagged a quick glass of wine and plate of nibbles, then raced to claim seats in the huge ballroom.

By the time Martha took the podium, the audience was practically jumping out of their seats with excitement. Her presentation focused mainly on themed spreads from past issues of her magazine, although the big announcement was referred to often: the March debut of “Martha Stewart Crafts,” a branded line of DIY packages made for consumer use. In addition, Martha touched on a partnership with Kodak EasyShare (online) and another with EK Success that will provide templates for invitations, photo cards and other items sharing the Martha Stewart Crafts brand name. It wasn’t clear what retail channels the non-Internet items would sell through, but some buyers voiced concerns that the big box chains currently carrying Martha’s namesake brand would be the beneficiaries — bypassing independent retailers altogether.

Offray Ribbon ’s ornate tree showcasing elegant ribbons and bows

The show floor itself was a study in diversification — from fabric/needlework to paper crafts to technology to florals, there was something for everyone who is creative. Admittedly, as a stationer, the bulk of my attention went to paper-related sections, which were overflowing with colorful ideas and products. Trends that stood out were textures (cardstocks with corduroy, burlap and orange peel finishes in every conceivable color), loads of glitter, and color, color, color. From rich, saturated hues to vibrant, eye-popping brights, the whole spectrum was covered. A strong showing of vintage looks and elaborate black/white themes accented the selection.

Brazzill Basics seemingly endless color pallet

Sophisticated looks incorporating international flavors were apparent as well, with some of the interesting Asian and Eastern papers seen at the Stationery Show having made their way to CHA; they showed up in full sheets as well as scrapbook-ready 12 x 12s. Fleur de lis and baroque patterns, crowns and other “regal” items also popped up in all sorts of forms, from whimsical to classic.

And one booth in particular constantly seemed to be five buyers deep: Zutter Innovative Products, which demonstrated the Bind-It-All, an inexpensive tabletop system that can create a booklet out of anything from cover stocks to CDs. Paired with DreamKuts, a tabletop cutting system, this was one of the most heavily trafficked booths at the show.

The Zutter booth showing Bind-It-All and DreamKuts

Metal tins and containers that could be covered in papers or paint were also the rage. Provo Craft had the broadest selection of sizes and shapes, from lunch pails to rounds to square boxes to every other imaginable shape.

As expected, every conceivable type of eyelet, brad and application tool existed on the show floor. Karen Foster’s Scraparatus debuted its “Simple Addictive Pink,” an all-in-one tool to replace a clutter of hardware otherwise necessary for embellishing projects. All day long, buyers were banging away with the funky pink handle apparatus, which seemed to be quite a success.

Epson work stations surrounded by interested onlookers.

The inclusion of technology in this show certainly caught my attention. (Disclaimer: I am seriously excited about Epson coming to the NSS this May.) In the center of the show floor was a huge, white-on-white glowing island bearing the Epson name, filled with printers and scanners at work stations for buyers to try out firsthand. Accompanied by knowledgeable staff and kiosk for on-the-spot ordering (10 percent off show special and free freight on orders over $125), this was truly a buyer-friendly environment. Surrounded by Adobe, HP and other smaller tech booths, it is obvious the crafting industry has embraced technology — and uses it.

All in all, the show was a fascinating study in the other side of the paper world. The way I see it, crafters begin with a lifestyle that expands into a business while stationers begin with a business that expands into a lifestyle. The differences are subtle, but true.

One of the biggest differences being that cheering thing. Hmm. Maybe we should give that one a shot, come May.

Click here for more sights from the Craft and Hobby Association Show.

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