Volume 4, Issue 4

"What's new?" we always ask going into market. What is going to be the hot thing that is going to fly off the shelves? What are the trends? These are questions that in a cautious economy are more difficult to answer. In terms of the first question, there are always new and interesting things to be found at the National Stationery Show; this is one key show where many new young artists and designers launch their ideas and present their visions that feed this industry's desire for the new and fresh ideas.  

As to the "hot thing" or the trends, the answers do not come as easily. From what I have seen so far, the trends in 2010 for the most part are more refinements of what we have been seeing. This may change at the show itself when all that is still under wraps is revealed by exhibitors. But in the meantime, here are some things to look for: 
 

Tranquil Turquoise
Pantone touted this as the Color of 2010, and gift and stationery vendors concur. We have seen lots of this hue on product around the markets on everything from home décor, to fashion accessories, and of course in stationery.

Snark-asm
Once a humor category limited primarily to a few vendors such as Nobleworks, and more recently, OplusD, greeting cards with snide, "snarky" or edgy humor messages are gaining more play to attract the card-buyer looking for messages with a twist.  

 

Getting Social 
Socializing, whether through parties or social media, hits a high note in the stationery industry. Party goods -- both paper and reusable entertaining accessories -- are on the rise as more consumers return to entertaining more at home rather than going out. And we are making friends and courting fans on Facebook.

Stick It to Them
Stickers and tape take on new creative uses. Decorative tapes jazz up gift packages in place of, or in addition, to ribbon. More than just for kids and crafting, decorative stickers move in new directions such as printer-friendly gift tags and labels. 

Keeping It Personal
There's something about seeing your name or monogram in print. Personalization, a mainstay of the stationery category, is more popular than ever, and not just on paper. It has moved out in all directions, from notecards to magnets and travel mugs and more. As long as customers keep clamoring for it, it will not go away.  
 

Branching Out
Stationery designers and vendors continue to look beyond paper to bolster sales and add dimension to their offerings: Nobleworks has translated its edgy humor into books; Anne Taintor continues to be inventive and expand designs onto non-paper items such as magnetic postcards and tins of lip balm. Fashion and home office accessories are natural extensions for many as well. 

Green Scene
Stationery manufacturers continue to lead the green movement with their eco-friendly outlook in everything from recycled and recyclable paper content to the use of alternative energy sources -- wind, solar and even human power -- in the manufacturing process to reduce the carbon footprint. U.S.A. made from locally sourced materials presents another version of a "buy local" campaign. 

Romance of France
In the immortal words from Casablanca, "We will always have Paris." French motifs and imagery, especially the Eiffel Tower, are appearing on everything from notebooks to decorative pillows and wall art. How romantic. 

Bathing Beauties and Pin-up Girls
Vintage imagery of bathing beauty pin-ups is having its day in the sun. It is nostalgia and whimsy wrapped up in one. The girls struck their poses in playful figurines at the Frankfurt Fair Ambiente and are also showing up on fun magnets. 

Card Gifts
Consumers are still looking to honor a special occasion in some way, but they are shopping on a tighter budget. Customers get value when the card becomes the gift as well as the sentiment, such as an American Greeting cards that comes with a music CD or a handmade card that is framable art. 

Meet the NSS Team
 

What are some of your responsibilities for the National Stationery Show?

As the Marketing Consultant for the National Stationery Show, I work closely with Patti, Melissa and the rest of the team to help develop marketing and promotional programs for the show. Some of the programs I've had fun developing are Operation Caring Connection (NSS' partnership with the USO, donating stationery products to our brave troops overseas), Passport to Discovery, and the Trend Walk (showcasing trends from all of the industry's leading publications). I also serve as the show's Director of the Buyer Education program, as well as editor in chief for this monthly online newsletter
PaperClips.


What are some of your favorite stationery products and why do you love stationery?

In this era of technology, I continue to believe that paper products matter. Paper helps us celebrate, communicate and connect with authenticity as well as style - unlike mass communications like Twitter, or quick responses over email, paper still says "this is special." I still have every greeting card ever sent to me; they serve as precious keepsakes from my precious relationships. I have a personal weakness for journals, leather portfolios, gorgeous packaging, and humorous cards. Some of my favorite stationery products and companies include Anna Griffin (having become a first-time bride in October 2008, Anna's exquisite invitations set the style for this happiest of days), Molly West Handmade's silk covered notebooks (which make note-taking exciting), Up with Paper's innovative paper sculpture cards, and the beautiful leather executive portfolios from Alicia Klein.

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What are some of your responsibilities for the National Stationery Show?

My title with the NSS is Sales Representative, but I have a very wide range of responsibilities in addition to sales. I send out almost all of the contract packets to exhibitors, I take care of payments and signed contracts from exhibitors, I answer any and all questions that are put to me from exhibitors, I contribute to the NSS blog and at the Show, I will be managing the Show Office.

What are some of your favorite stationery products and why do you love stationery?

I really like letterpress stationery. I like the feel of the raised letters, designs and images and I think that the texture and thickness of the paper that letterpress is created on is really sharp. I think that stationery is great because, even if the greeting card, invitation, announcement or note card has a message imprinted on it, it is a blank slate that can tell you a lot about the individual who is using and/or sending the particular piece of stationery.

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What are some of your responsibilities for the National Stationery Show?

There have only been about two weeks in my entire GLM career that I haven't worked on the National Stationery Show. I was originally hired as the Show Coordinator. After about a year and a half I moved into the Administrative/ Conference Manager role for a few of our other GLM shows. About two weeks into my new position our company made some changes and I was suddenly back on the NSS team, just with a different role. My current role is a bit indefinable as I do a lot of things. I handle administrative tasks such as updating our show task list and assisting with mailings. I oversee and design the blog. I help put together, plan and execute the seminars and private meeting rooms during the Show as well as oversee the ticket sales of our programs & events. I also handle most of our database lists and track our email campaigns and the traffic to our website. Every day is a little bit different.

What are some of your favorite stationery products and why do you love stationery?

I'm a huge notebook and pen fan. I'm very into technology and the newest gadgets but there is something so personal and classic about writing by hand. I love journaling and doodling in leather, hand bound journals with my colored pens. I've always wanted to try calligraphy and learn more about the art of handwriting. Maybe that will be one of my goals for 2010!