Another year. Another National Stationery Show. New predictions as to what's in the offing? Well … sort of.

Caroline Kennedy
Executive Editor
Gifts & Decorative Accessories

Trends are organic in nature. They generally don't just appear out of nowhere; they evolve. And sometimes the directions are easier to read than others. This year, it's not so easy. (And there is no map to refer to!) The current state of the economy and retailing climate are affecting things; the general business outlook is cautious, and therefore what we are seeing on the horizon is not as clear-cut. Much of what is going on in design, style and color is a continuation and refinement of what has been evolving over the past year (or years!) And that is not such a bad thing. It shows constancy, but is not static. And it gives both retailers (in their store displays) and vendors (in their lines) a chance to develop product and design stories blending what's new with what's not so new (but still valid and good) to make everything look fresh. What I'm seeing in the market is just that.

First and foremost, eco-consciousness and sustainability continues to be at the top of the continuing trend list. It has been gaining ever greater momentum over the past year. And you know that you are beginning to rise to the crest of the wave and in for a good long ride, when an organization such as the National Stationery Show acknowledges the importance of the movement by establishing it as a category within its Best New Product Awards. So …

There's GREEN…
Whether it is paper manufactured from 100 percent post-consumer waste or elephant poo, or home office accessories made with woods from sustainably managed forests or recycled materials, eco-product is here to stay. And this year, it's really lookin' good; it doesn't scream "Recycled!"

And then, there's GREEN
Continuing the trend seen at the winter markets in both paper and home décor, the color green has emerged clean and fresh. We are seeing it in many shades from spring yellow-green to deeper leaf greens. It is being used alone, but is often seen combined with a variety of BLUES. But blue, in its many luscious hues, also stands out on its own.

There's Nature…
Images of nature — florals, leaves and vines, and animals and bugs of all kinds, rendered realistically or stylized — are emerging as one of the dominant motifs, taking over from mod patterns and geometrics. While peacock imagery was seen on fashion runways and noted at the winter gift markets, birds in general are leading the flock of animals in the realm of paper.

And there's Natural
An offshoot of the eco-movement, natural materials, especially organic cottons, and bamboo fabrics and sustainable woods are notable in the marketplace. Organic cottons are taking hold in everything from baby onesies to adult tees and shopper totes, while bamboo and other sustainable natural woods appear in frames, reusable party goods and desk accessories.

The New Exotics
Morphing out of the damask design influences of recent seasons, patterns adapted from Moroccan architectural motifs, mostly in stylized interpretations, are entering the scene, while simplified damasks and paisleys still share the limelight. Animal patterns, especially zebra, which never really go out of style, show up interpreted in or paired with bright colors.

Runway Colors: Sunny, Chic and Popping
What happens on the fashion runways, especially with color, often influences other lifestyle trends. Colors making their way off the fashion runways and into stationery aisles include sunny, golden yellows, various shades of chic purple, and bright red that is used as a "pop" of color accent. Where the purples – ranging from light orchids and violets to deep royals — are adding a richness and elegance to design, yellow rises like a bright summer day to add a cheerful, light touch of warmth.

Personal Calling
Always a key element in stationery, personalization continues as a major driver in the industry; personalized papers and other giftware featuring monograms and names continue to be strong sellers. Personalization, in this new era of networking and electronic communication revives an old custom: Calling Cards. Once considered an outdated throwback to the Victorian era, these small messengers are being used by the modern generation to convey such personal data as cell phone numbers, email addresses, web pages, blogs and the like.

Where's it Made?
With the spate of recent Chinese-made product recalls, (some of which have been stationery-related), people are concerned with where a product is made more than ever before. "Made in … America … Canada … Europe …" has gained greater cachet among customers concerned over product safety and is something that is being promoted more.

Although the National Stationery Show lasts only four jam-packed days, every day in the party industry, there's something to celebrate!

Just as it's your job to keep customers informed on the latest trends and products available, it's my job to keep you informed about trends and products I'm seeing on the market. I have included a handful of those here. Remember— if there's a party, there's paper!

Theme Parties — If there has been one overwhelming trend this year, it's the continued success of theme parties. Along with the popularity of licensed theme products, the most requested themes continue to be luau, casino, pirate, princess and fiesta.

Because any occasion can take on a theme, any product can reflect it. Don't forget that costumed events built around themes are growing in popularity for year-round entertainment. A quick and easy way to capitalize on a theme is to help them "dress the part." Wearables such as leis, tiaras, jester hats, hula skirts and masks play a role in many parties.

Balloons—Balloons are a great way to inflate sales. While they may have started out as simple latex decorations, balloons are terrific one-of-a-kind gifts for birthdays and for the host! Today’s balloons take on the shape of any character or theme, play music, flash lights and record personal messages!

If you have the wall space, displaying balloons on balloon walls or in bouquets helps the customer see the colors, size and shape of the balloon. And, we all know if customers can see the product, they're more likely to buy it.

Personalization— From candy bars to invitations to thank you’s, everyone wins when you sell personalized items that can bear the names of the recipient.  Best of all, personalization creates business by redirecting recipients to your store!

Licenses — There are some traditional licenses that remain popular year after year, such as Curious George and Scooby Doo. However, if you've never heard of Hannah Montana or Bratz, you haven't been in a party store recently.

The success of new movies can dictate the popularity and potential of a license, so keep tabs on the blockbusters. When penguins are hot, you should stock penguins. When a new Disney movie releases, you should supplement the opening with corresponding product.

Take a look at Party & Paper Retailer's Annual Licensing List at www.partypaper.com to get you going.

Green Goodies — The word "green" is no longer just a color, but a way of living. With the eco-conscious trend still in full force, customers want nature-mixed themes, recycled product and earth-friendly merchandise. When displaying these products, be sure to highlight the eco-consciousness quality, as your customers will expect this.

Colors — Chocolate. One word can say so much. The creamy brown color is hot as ever on everything from invitations to giftwrap and shows no sign of fading. It is often paired with all shades of pink or turquoise.  The “color future” in the party segment looks bright…you’ll see saturated, solid tropical colors like purple, pink and orange.

Halloween and Fall Harvest — Children aren't the only ones getting into the fall festivities! Halloween continues to be a huge selling occasion, with adults getting into the spirit more than ever. While children's parties remain a strong segment, adult parties have become sophisticated fall celebrations. With Halloween happening around a weekend in the next few years, parties are going to be huge — meaning your customers are going to need invitations, decorations and everything in between.

Decorative products with leaves, harvests and autumn colors — from paperware to decorations —can be used for the duration of the season, meaning you can sell them throughout the end of the year. Keep in mind that many schools now celebrate the season instead of the traditional holiday so stock accordingly for your demographic.

Milestone Birthdays — It's not only those ”Over the Hill” that are celebrating their birthdays with flair. Every milestone birthday — from 21 to 40, 50 and 60 — can be celebrated with a variety of age-specific product, from balloons and paperware to props and invitations.

And Sweet 16 has never been sweeter for retailers. No longer just a day of lace and cake, Sweet 16 parties and Quienceñeras have become full-blown theme celebrations that you can capitalize on.

At the upcoming National Stationery Show, you can do more than just find the best products for your store -- you can also discover the most surprisingly simple ways to bring in new customers and the most effective marketing methods to lift your sales.

Jon Goldman with Lumpy Mail, who received a 27% response rate for Haagen-Dazs® and nearly 50% for the NBA, is offering National Stationery Show attendees a MARKETING MAKEOVER. Submit your marketing piece for critique, plan to attend his seminar, and request a free 15-minute private consultation with him on Monday, May 19th.

First: Send in an example of your marketing materials by May 5th, and your piece may be selected for a live critique during his seminar. If you prefer not to have your marketing materials reviewed in public, please indicate that you’d like a “private critique only."

Send to: Becky Taylor, GLM, 10 Bank Street, White Plains, NY 10606-1954 or becky_taylor@glmshows.com Telephone: 914-421-3253 - Fax: 914-948-6088.

You may submit:

• Direct mail letter, postcard, or mailer
• Print, radio, TV, or online ad
• Email or fax blast
• Website URL or screen capture
• Other promotional piece that you are currently using or have used for your store

Second: Register to attend Jon’s entertaining seminar called “Direct Marketing Secrets for Your Store” on Monday, May 19, at 1:30 p.m. in Room 1C02/03. To register, click here. This session will be packed with real-life techniques and strategies that you can apply to your own store. Learn how to:

• draw qualified “hungry fish” to your store using “irresistible bait”
• use simple but effective “next stepping” strategies to sell more products
• leverage your marketing budget with premiums, freemiums, and creative mailers
• create creative marketing materials that will generate buzz for your store

Third: Schedule a FREE one-on-one 15 minute consultation with Jon following the seminar, by calling Sarah Kerzner at 800-805-1220 or email skerzner@brandlauncher.com.  These private consultations are a fabulous way to get your questions answered in a fun, informative way.