Paperclips

Write Here...Write Now!

We have begun the "Official Countdown" to the National Stationery Show. Adrenaline and passion are running neck and neck as the ink dries on the final plans. I hope that, as you focus on market week, you use the tools we provide on the website, www.nationalstationeryshow.com to plan your visit. As you navigate the site, organized by Exhibitor, Attendee, Press, you'll find answers and solutions to your questions (travel, housing, badging, promotions - the list goes on). If you're a buyer or member of the press, you should use the Exhibitor Search feature on the site to plan how you'll walk every aisle of the Show - and you MUST walk every aisle to see the depth and breadth of products showcased (remember, the Show is on one floor and is no longer divided into sections). What about business-building seminars? The website addresses this thoroughly under Programs & Events. Education is a value added element that you should leverage to your great advantage.

Do as much as you can, and be sure you've allotted enough time to do this. How much is enough time? Everyone does the math differently. Figure you have four days, 1,980 minutes -- that's it! It's a big show, and it's four days for a very sound reason. It takes time to cover it thoroughly, to cultivate relationships and make decisions that will positively impact your business. And on Wednesday, hundreds of exhibitors run last-day specials that will save you money!

Whenever you visit, and for however long you stay, we are here to extend every hospitality to you. Let's have some fun!

Patti Stracher

Patti Stracher
Show Manager

Forecasting Trends in Holiday Greetings
By Jolene Turner, Associate Editor, Giftware News

There are three major greeting card trends that are also spilling over into the new holiday cards for both Christmas and Hanukah. These three trends are:
. Humorous Sentiments
. Handmade and Embellished Creations
. Pet-related Themes

Humor Trend
While humor has always been popular, currently there seems to be a higher demand for it. People are looking for a break from the more serious issues that are happening in the world around us; laughing helps to relieve stress while trying to remain strong and move forward in today's world. With a humorous greeting card people can escape for a bit, laugh, and also be reminded that they are loved.

The types of humor that seems to be really hot right now are clever and dark humor. The sentiments are smart and make you think and then burst out laughing because it almost shocks you that a four word sentence can be so funny and smart. In terms of dark humor, this could be popular almost because of the state of the world's affairs also, people are a little more cynical and angry; being able to channel it through dark humor helps us to stay balanced.

Among the many humor-based holiday collections to be showcased at the National Stationery Show, Nobleworks Inc. (800/346-6253) has created a line of cards directed toward the Jewish market that are seriously funny! Taking a cue from the clever writing, the line runs the gamut of sentiments from a new baby to Hanukah. The cards encompass eye-catching photography to coincide with verse. There are even Jewish cards in the line that are available for someone of the Jewish-faith to give a Christian friend and Jewish themed-Christmas card.

Big Fedora Cards is offering holiday cards that maintain the company's philosophy which Jeff Lund, one of the founders of Big Fedora, says is creating high quality art postcards and note cards for people with discriminating taste and a sense of humor. The three holiday cards Big Fedora will be introducing at the show feature the quirky work of photographer Peter Crouser with simple verse that is slightly skewed. For example instead of a Merry Christmas the card wishes a Hairy Christmas.

Handmade and Embellishment Trend
Another huge trend right now is handmade cards, or the look of handmade cards. These cards will often feature embellishments such as glitter, beads, buttons, paper creations, and really hot right now, fabrics that are either glued on to the paper, or, even hotter, sewn or stitched onto the paper. Two companies that certainly specialize in this look are EllyAna Cards (701/235-5144) and Ephemera Designs (303.499.1775). Both stitch or sew together either papers or fabric and papers resulting in a distinctive handmade creation.

Similar to handmade greetings are cards that feature pop-ups, die-cuts, and paper-cut out. Specializing in such cards is Up With Paper (800/293-8471). Many of the cards coming out of Up With Paper feature reindeers and penguins, feeding off a trend in animals, and the many popular penguin-themed films.

Pet Trends
Pets are also another strong market in cards, mainly dogs. While cats are huge, they have always been celebrated in greetings. It's been more recent that dogs are now receiving more attention. I think, of course this has to do with the general popularity of dogs as almost fashion accessories. This created a huge market for pet-related merchandise - from the fashionable doggie totes to jewelry for the dog. So it's no real surprise to see dogs making a huge showing in the greeting card market.

Combining fashion and dogs are the cards and boxed notes coming from The Pet Set. These cards really speak to that fashionistas who loves her dresses, shoes, and totes as much as she loves her furry little Fife. These cards would be an ideal option for any dog-loving woman.

Color & Pattern Trends
Bold, deep colors are also showing up a lot in both holiday cards and gift-wrap. Greens are deeper and richer, as well as reds. There are more burgundies, and ruby reds. This has probably evolved from the overall trend toward luxury. Along with rich colors, classic patterns are also really big right now. Simple and classically pretty patterns can be found on the pieces coming out of Turlington Square (707/265-8893.) The company offers simple note cards with pretty patterns in the traditional holidays colors to fit the message that is neatly printed on the center. Sentiments include, Merry Christmas, Season's Greetings, and Happy Hanukkah.

Also combining rich colors and classic patterns is Calypso Cards . Many of the holiday cards have nature-inspired patterns showing tree branches, acorns, and leaves. Within these cards are additional patterns, and all the colors are saturated in rich, monochromatic colors.

It's a Fact

Americans purchase nearly seven billion greeting cards every year, generating over $7.5 billion in retail sales!
90% of all U.S. households participate in greeting card purchases, averaging 30 individual cards per year
The most popular card-sending holiday is Christmas, accounting for more than 60% of all individual cards sold
60% of all "everyday" cards sold are Birthday designs; the most popular recipients of those birthday cards are friends who receive about one out of every three everyday cards sent
The second most popular card-sending occasion in the United States is Valentine's Day, with more than 190 million cards purchased and exchanged every February 14th.
Easter cards will generate more than $3.8 billion in retail sales

Source: The Greeting Card Association

NSS EXHIBITORS: You'll surely want to attend this superb program

From Concept to Commercialization: Launching Your Product Successfully

From design and manufacturing to market introduction, let the experts from Design Design, Inc. walk you through the essentials of launching your new product successfully. Speakers are: Brian Carder, v.p., sales & marketing; Tom Vituj, creative director; Susan Birnbaum, creative director; Mark Sokolowski, production manager; and Sue Marsh, sourcing manager.

Cost: $20 in advance, $30 on-site.
Wednesday, May 23
8:00 - 9:00 a.m.
Room 1C02/03


	For information on exhibiting or attending, go to www.nationalstationeryshow.com