Market Report: Craft and Hobby Association Show

These craft people sure do cheer a lot. 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 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.

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.

For the complete Craft and Hobby Association Show Report, visit www.giftsanddec.com and click on "Direct From Market."