60th Annual National Stationery Show
By Caroline Kennedy -- Gifts & Decorative Accessories, 5/27/2006 5:55:00 AM
If there was one clear message sent out this week by exhibitors and buyers attending the 60th annual National Stationery Show, it was this: The greeting card and social stationery industry is alive and well, thank you very much! Hand-written communication delivers an important personal message that will never go out of style no matter how much new technology we develop. And we will always have occasions to celebrate that require wraps, bows, invitations, partywares, memorykeepers and more.
The Mood
On the whole, the mood was good and the show closed on a high note. The majority of exhibitors we spoke to — both large and small — reported that business was good, and even up from last year. One smaller exhibitor told us that her Sunday sales alone totaled as much as she had written during the entire show last year. Another told us she had already seen and taken orders from 20 of her best customers by Monday.
And many agreed that, although noticeably smaller, the consolidation of the show on one floor was a good thing; it changed the traffic patterns for the better. Additionally, the newer, smaller exhibitors being sprinkled around the show floor rather than being all lumped together in a more isolated area, gave them greater exposure and increased traffic.
But this is not to say that the entire picture is rosy. Manufacturer, reps … and buyers …still face any number of business challenges. One vendor confided that his company had just done a survey of its retail account list and at least 25 percent had gone out of business in the past year. That said, though, new accounts had taken their place. So the outlook was not all gloom and doom, but still, that is an attrition rate to be concerned about. Several manufacturers commented on the changes within the industry, especially through mergers and acquisitions. This consolidation changes the look of the landscape.
Another area of concern mentioned by several companies: more buyers were asking for more frequent introductions of new styles and lines. Common practice for stationery manufacturers has generally been to have two major releases — most often a January launch and then another in May for the Stationery Show. Puzzled, some are questioning if this indicates a shift to a shorter lifespan for products or whether retailers are just not moving things around in the store and keeping their displays looking fresh.
Lagging sales of holiday product is another issue that was noticed at this show. Alan Friedman, president of Great Arrow Graphics, was one of several vendors who commented that sales of holiday products and cards at this time were much slower than anticipated compared to previous years. He observed that the Baby Boomers are sending fewer holiday cards these days, and they have not — as previous generations did — passed the custom on by instilling the practice in their own kids. Other exhibitors were of the opinion that buyers were just being a little more cautious and waiting to place orders later than in the past.
The Trends
When it comes to paper and printing, letterpress reigns supreme these days, whether for personal note cards, custom invitations or a casual postcard. Established companies and young designers are using this printing process in diverse and creative ways. This is no longer an underground boutique design studio rumble but an established mainstream movement now. Designs range from contemporary and abstract to rediscovered, reinterpreted and updated traditional looks. No longer are the artist/printers limiting themselves to a small, delicate single icon and simple typography in a single color on a cream or white sheet.
Handbags made of letterpress printed chipboard were among the more unique products of this process.
Color is still the bright spot on the scene in paper products, and they are still following the fashion trends: blue, pink, orange and green are still going strong, especially when combined with brown. The hues have shifted subtly and are a bit more toned down, but still rich and beautiful. Blue and brown, black and white, and green and orange are popular combinations. Where color is really making a big play is in paper. Stationery papers with a design printed on a colored paper base drew a lot of attention from buyers. The colored papers give a more modern look that still maintains an air of elegance.
Along with color, pattern is strong. There are still plenty of dots and stripes on the scene, but the big shift now is to wallpaper-like or brocade designs and stylized Art Nouveau/Art Deco-like botanicals. And pattern on pattern designs, some subtle, some bold, were among the stronger draws.
Overall, no matter the actual price point, the look and feel of the majority of product seen at the show was that of quality, good design, and even luxury. One of the key common elements noticed across most categories is the hand-finished dimensional detail prevalent in many lines. It is the human touch or perception of such that makes today’s stationery special and appealing.
Celebrations
In addition to the National Stationery Show marking its 60th year, two other companies marking milestones came to our notice. Saturn Press, Swan’s Island, ME, is celebrating its 20th anniversary this year. This company was one of the first to creatively use letterpress for contemporary greetings and note cards. Located on a small island off the coast of Maine, the folks at Saturn Press still do business the old-fashioned way — literally. No computers. Contact lists are still managed efficiently on file cards.
And Rag & Bone Bindery, Pawtucket, RI, is marking its 15th anniversary this year. This small company makes beautiful hand bound photo albums. The newest line that is flying off the shelves is its Crystallized with Swarovski line. The silk covers of the albums are embellished with different motifs in Swarovski crystals and the line can carry the official designation from Swarovski. The company’s digital albums were recently featured on ABC TV’s program The View and have become a best seller.
Back Stories
The NSS is one of the more interesting shows where you get to see a lot of young companies just starting out whose product is fresh and exciting. Their background stories are just as interesting as their products.
Whimsy Press debuted at the show with a wonderful line of double-sided giftwraps and coordinating stickers and tags, all in fresh range of trend-forward designs. The principals of this company are all members of an advertising agency in their day-job life. The giftwrap was originally created as the agency’s holiday gift to its clients. After receiving a lot of inquiries about purchasing the wrap, an idea was born. Lisa Maloof is the Chief Inspiration Officer, and she and her cohorts are fun, enthusiastic and very creative. They have not given up their day jobs … yet.
On the other hand, a company new to the market this year is Pretty in Ink. Its owner/designer Lisa Havey took a brave plunge and quit her day job in publishing a week ago to devote herself full time to making her stationery company a success and doing something for herself. Her card line is a sophisticated, yet soft, graphical word messages.
Another gift wrap and card company, Trimorphos, is made of architects by day.
Best New Product Award winner Tarta Marketing just got the samples of its gift toppers and got into the show only 4 weeks ago! How’s that for a great beginning. The Toppers are self-sticking pop-up decorative greetings that take the place of a bow on a gift package.
To be continued…
