Mood Elevators

Sarah Schwartz
Editor, Stationery Trends magazine







Although the general atmosphere is rather gloomy right now, the world of stationery design is flourishing, and even providing a sense of good cheer and hope. If anything, the written word has become more prized due to its very simplicity and immediacy. Meanwhile, compelling forms and functions within the medium of stationery continue to materialize and thrive, many of these options green. And when it comes to luxury, a lined envelope may be an indulgence, but it’s small next to the others a consumer may be forsaking.

To help you get ready for the show, here are some trends I’m seeing — including some we’re covering in more depth in our spring issue: 

Magnets are back! Were they ever really gone? Fun, decorative, and most attractive of all, super-affordable, it is hard to resist the urge to integrate a few designs into your merchandise mix. 

Purple is the surprise hot color these days, showing up everywhere from red carpet fashions to a bevy of stationery designs. The shade has a retro, regal, and romantic feel, and shows up in shades from eggplant to lilac. Those two shades are often paired together, but also interspersed with browns, greens, blues and grays, with a bright splash of yellow thrown in occasionally to liven things up.

You know the world is somewhat topsy-turvy when orange, once regarded as a rather unorthodox color, is considered to be an established color by the Color Association of the U.S. This means that it has already succeeded in the marketplace, giving it a positive track record. There are pumpkin shades for the shy and citrus hues for the bold. Look for orange mixed with a rainbow of colors. It won’t be hard to miss!

Humor never goes out of style. Old Tom Foolery draws high marks from many Stationery Trends readers for its simple letterpressed format and hilarious messages. Many initially thought this wouldn’t be the type of product their customers would respond to, and then found themselves ordering again and again throughout the year. This Christmas offering reads: Merry Christmas.* *And with that, you probably won’t hear from me until this time next year.

Organizers abound. There is a definite market for these; many people reject the world of Blackberries and need to have their days and weeks spelled out right in front of them and tangible. Many organizers are directed at moms, and are designed to juggle several people’s schedules, but this is not always the case, since all modern lives are pretty complicated these days.

If you already successfully carry personalized plates, placemats and so on, consider extending your range to incorporate more home-y items such as pillowcases and aprons.

I am crazy for all the lattice patterns I’m seeing, inspired by everything from Moorish tile patterns to fancy trellises and basketweaves. Presentations can go very mod or very classic, it just depends on the designer’s mood that day!

To learn more trends, please be sure to pick up a copy of our spring Stationery Trends, or come to my trend seminar at the National Stationery Show on Sunday & Monday, 11:00 am, Room 1C02.

Exhibitor Buzz

EXPERT STAFF HELP AVAILABLE

Top-quality, experienced merchandisers, sales staff, product demonstrators, and set-up/tear-down personnel is available through Forest Solutions.

Call (212) 204-1020 or email Stephen White.  Be sure to tell them you’re exhibiting in the NSS.


READY TO PARTY?

Remember to get your tickets for the opening night Rainbow Room party.  The atmosphere is terrific, the food and drink abundant, and the people fantastic – particularly if you’re there!


FOAMBOARD SHORTFALL

Get your orders in to Manny Stone Decorators by the May 4th deadline. Inventory is limited, so be sure to act promptly!


SHOWCASE YOUR PRODUCTS IN HIGH TRAFFIC AREAS

Dramatic product display kiosks placed at show entrances greatly enhance your presence on the exhibit floor. These are powered with halogen lights, and have two levels for product presentation.  Click the link above to read about this and other on-site opportunities.  Click here to reserve your kiosk today!  

Retailers know the past eighteen months have been anything but a cake walk. Between the dire language of the national media and consumers holding onto their wallets with a death grip, making it to the end of the day in an upright position has required Herculean effort.

Thankfully, the human psyche endures pain only just so long before it begins to push back. As reported by Erin Burnett, business news anchor for MSNBC (and my new favorite media voice), “I do think a lot of this is psychology,” referring to how dark the attitude had become. “I’ve been collecting words the media has been using to describe the crisis: carnage, apocalypse, bleeding, hemorrhaging, crash. There is something to be said for a loss of perspective and a sense of hyperbole that’s taken over.”

Folks, it’s time the message changed. Spring has sprung. Customers are feeling antsy, ready to leave their caves after months of depression.  So tell me — who is closest to the consumer? Who’s going to lift them up and empower them? Yup. You.

Enter The 3/50 Project.

In a nutshell, The 3/50 Project is built on a simple concept — that if customers support local business, their community reaps the rewards.

Yes, that’s the core of most Buy Local campaigns, but this has a twist—it’s easy. It’s free. It’s something you can put into motion in under five minutes. And customers love it.

Here’s how it works: You visit the350project.net, download a free flyer, print some out on your color desktop printer, then hand them to customers with their purchases while thanking them for shopping with you. That’s right. No sales pitch. No annual dues. No complexity of any kind. It’s simple and honest, speaking in the same language we use around the dinner table each night.

And believe me, the flyer does all the talking, staring with it’s tag line: Pick 3. Spend 50. Save your local economy:

• Pick three locally owned stores you’d miss if they disappeared, then return to them. Say hello. Pick up a little something that will make someone smile. Those purchases are what keeps those businesses around.
• If just half the employed US population committed to spending $50 in locally owned stores each month, it would generate more than $42.6 billion in revenue. Imagine what would happen if 3/4 of them did that.
• For every $100 spent in locally owned stores, $68 returns to the local economy through payroll taxes, property taxes, sales tax, payroll, and other business related expenditures. When purchasing from a chain or franchise, that amount drops to $43; if it’s spent online, nothing comes home.
  
  

The key to making this pop is to hand the flyer directly to the customer, not just stash it in the bottom of the bag. Consumers are desperate for someone to tell them they’re appreciated; when you look them in the eye, smile, and thank them personally, things begin to happen. They become more loyal. They tell their friends what a great store you have. They go home and read the flyer, “get” how much control they have over saving a business and saving a community, then start spreading the word.

This is empowerment and evangelistic marketing at its best. And you reap the benefits.

The 3/50 Project is the dictionary definition of “viral.” Not only do retailers “get it,” but so do their community counterparts. Store owners are forwarding this to other types of locally owned businesses. Property management companies are printing the flyers out for their tenants. Community groups and business organizations are doing the same. Restaurants have jumped in. Movie theaters promote it on their screens before films begin. Magazines and blogs—both in and outside the industry—have recognized the positive impact of The 3/50 Project, and sung its praises while also praising small business everywhere.

Supporters of The 3/50 Project are listed on the website, free of charge. A member icon is provided for use on your website (put it on your homepage and we’ll link to you). Window banners, countertop signs, press materials, t-shirts, buttons, bumper stickers...it’s all available on the Resources page. Thanks to the generosity of The Chicago Market, free window clings are being sent to retailers who request them.

If you’ve ever wanted a coattail to grab onto, then ride to the moon on, this is it. Never before has such a simple win/win message lit up both retailers and consumers in such an upbeat, feel good way.

Now..what do you say we welcome them back from that cave and make a little money?

To learn more about The 3/50 Project or download the free flyer, visit the350project.net.

About Cinda Baxter, Founder of The 3/50 Project
Cinda Baxter‘s job title is “Retail Enabler,” as a retail consultant and coach (Always Upward), founder of RetailSpeaks.com and The 3/50 Project, and contributing editor for “Gifts and Decorative Accessories” magazine. Please send questions and comments to get_info@alwaysupward.com.

Recession-Busting Treads

Patricia Norins
Publisher, GIFT SHOP


Yes, you can sell product even in a recession! You just need to know how your customers are thinking and stock up on products that loosen their wallets. Here are five product trends that will help you emerge a winner.

Must-Haves Sport Extra Oomph
Sure, conspicuous consumption is out. But everyone has to buy the must-haves. Spicing up staples with extra pizzazz will help boost sales. Look for the bare necessities with an added touch: notepads, organizers, note cards and more in fun and hip designs, qualify. It’s the reason why monogrammed products such as these from Bella Ink are so popular. This apron from iota is bright and colorful adding a dash of cheer to an everyday, must-have product.

Sock it to ‘em with Humor
The days of grinning and bearing it are here. A dash of humor and whimsy always helps. San Francisco-based graphic designer Tomoko Maruyama makes her National Stationery Show debut this year with her line of whimsical cards. These days everyone can use a laugh. The Depressing Times line of holiday cards works with the recession and draws parallels to the Great Depression. These products are poised to draw attention and sales.

Green Holds its Own
Being green is no longer merely trendy — it has become a moral imperative. The recession has made customers reevaluate their buying habits and many are willing to spend on products that are made sustainably.  This vase by exhibitor, Made by Humans, is made with recycled paper from magazines and holds water. A recycled paper bowl and set of coasters complete the collection.


Eating In Is In
Consumers are cutting down on trips to restaurants and are cooking at home more. Are you ready to feed this hot trend? The recipes and music sets from Menus and Music encourage cooking as a therapeutic activity. Even better, any leftovers from dinner can be taken in to work in Anna Griffin’s new line of lunch bags. Yes, frugal is in.

Traditional Values Stay Strong
There’s always light at the end of the tunnel. Hope. Inspiration. Faith. These values continue to be big in trying times. Give customers something to believe in with a whole range of inspirational products. Gift books that inspire such as ones from Compendium fit into the trend beautifully. Spilt milk & cookies® line of boxed quotes reflect thoughtfulness and elegant simplicity. The individual 36 quote cards can be used for daily inspiration or shared with family and friends to foster meaningful dialog.

Trend Watch: Companies To See At The National Stationery Show

Ashley Trent
Associate Editor, Giftware News

As an avid writer and lover of language, I find it thrilling that there is an entire show dedicated to stationery and its accompanying tools and accessories. The impressive scope of the National Stationery Show can certainly leave attendees awestruck — so retailers should keep an eye out for these five notable trends — and the companies that demonstrate them — as they stroll the aisles this May.

1. Technology Rules
Products enhanced with lights, sounds, and other technological features put a creative spin on traditional greetings. Eye-catching and current, these items bring an interactive element to stationery. At this year’s National Stationery Show, American Greetings is introducing a line of “talking” licensed greeting cards that feature images and sound clips from popular Paramount films such as The Godfather, Tommy Boy, and Clueless. Another tech-savvy company to see at the show is Mountaincow, LLC, which has developed a novel giftwrap product in partnership with Epson. The company has created printers and software that allow retailers to print their own custom wrapping paper right in their stores.

2. Old-School Cool
A new generation of printers has embraced traditional crafting methods and the simplicity of handmade, letterpress designs. Stop by the Sugar Paper booth to see classic stationery with a vintage touch. William Arthur also has an array of letterpress cards in elegant florals, fresh patterns, and custom designs. The craftspeople behind these miniature works of art are attentive to detail, and they use quality materials that result in one-of-a-kind products. What impresses me most is how personal these creations can be — from the thoughtful messages to the carefully chosen color schemes, these items are truly a reflection of the artisans themselves.

3. Youth Outreach
Companies continue to encourage kids (and adults, for that matter) to stray from the constant e-mailing and texting and revive the art of writing. Look for brightly colored notebooks, pens, and office accessories geared toward the tween market; greeting cards with pop-culture references; and made-for-kids concepts, such as the Dear Santa set from donovandesigns. One unique exhibitor is Naptime Studio; the company’s Party Art is a blank puzzle that can be pulled apart so that kids (and yes, even adults) can decorate each piece with pictures and words alike. The hands-on concept promotes creativity and is a great addition to craft sections in gift stores.

4. Eco-chic
The green trend is here to stay, and the newest products look better than ever. Talk with exhibitors about their latest environmentally friendly endeavors; chances are, many of them are making strides to use recycled materials and packaging, vegetable-based inks, or sustainable printing processes. Chicago-based Green Paper Company specializes in adorable post-consumer recycled stationery and giftwrap printed with soy-based inks. Statement-making stationery, tote bags, travel mugs, and other accessories that proclaim their greenness are still a hit among consumers, so it’s wise to pick up some of these items for your store.

5. One World
This year, you’ll find an array of culture-specific products that cater to niche audiences such as Spanish-speaking consumers, same-sex couples, Jewish families, and more. The National Stationery Show also has a number of international exhibitors, including San Francisco-based Tomoko Maruyama whose Japanese heritage shines through her playful stationery. Designs that take cues from the latest globally inspired fashion trends are popular this year as well; stationery sets and accessories from Sustainable Threads feature bold, carefree colors paired with rich patterns and textures. What’s more, Sustainable Threads’ products are Fair Trade and made by rural artisans in India.

Overall, its best to attend the Show with a game plan of vendors to see and categories to buy; but do remember to keep an open mind — you surely will discover a few surprises along the way.