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Mike's often irreverent, thought-provoking analysis of the industry.

Hot Trends and Trade Shows

A hot category tends to take over a trade show, but not to savvy retailers.

by Mike Hartnett (July 5, 2004)

Recently I was trying to clean out my computer of old files and came across a piece I wrote for the then ACCI website before last year's ACCI show. I re-read the article and realized virtually everything I said about the industry a year ago was still true, and, egotist that I am, think it bears repeating. So I changed the dates and here you go:

The 2004 CHA Summer (formerly ACCI) show is almost upon us. It will be my 25th, and I predict I will hear two major complaints. I�m predicting this because I�ve been hearing versions of these two complaints at every show I�ve ever attended.

"It�s become a scrapbook show." Well, no doubt there will be a lot of scrapbooking, stamping, and related paper crafts at the show for one good reason: they're hot.

Back in 1980, the version of that complaint was, "It�s become a macrame show." That was followed by, "It�s become a cross stitch show," and then "It�s become a wearables show."

These complaints are and were made by folks not involved with scrapbooking, macrame, cross stitch, and wearables. There isn�t much to say to them, other than, "Sorry you�re not involved in what is currently the hottest trend in the industry."

Of course, if you stay in business long enough, sooner or later you will be out of the hot-trend loop, but that shouldn�t matter. Regardless of what the biggest trend is, there will be hundreds of buyers at the ACCI show looking for products to boost the other categories in their store.

Would they like to find some hot new scrapbook items? Of course, but what they really want most are new items for hard crafts, kids, decorative painting, needlework, and so on.

And the best new product of them all would be something that not only sells, but boosts the sales of products the buyers already have in their store.

Years ago I walked an ACCI show with an excellent independent retailer. He told me what he was really looking for was products to help sell his existing inventory. "I don�t have room for some enormous new category. I want items to help sell what I already carry."

Which brings me to complaint #2: "There�s nothing new." Well, there may not be the next scrapbooking phenomenon at the show, but I can almost guarantee buyers will find lots of new items, lines, and line extensions.

I always hear the "nothing-new" complaint. But I never hear that from really successful retailers. For example, for years now I have tried to get together halfway through the last day of the show with Jim Bremer, head of The Tall Mouse. We meet for coffee or lunch and I just sit there, listen, and take notes as Jim and his staff go on and on about all the wonderful new items they�ve seen.

Successful retailers find the great new items; that�s one reason why they�re successful. If you walk the show and conclude there�s nothing new, then you haven�t looked carefully enough.

Scrapbookers should also be wary: If they think all they need to do is visit the scrapbook and new exhibitor sections, they will miss lots of products with real profit potential for their stores.

Scrapbook buyers need to walk the entire show for two reasons: 1. Many vendors who are in the the other sections -- craft, painting, needlework, etc. -- are offering products for scrapbooks. 2. The embellishment trend in scrapbooking has now turned many traditional craft, sewing, etc., products into potential scrapbook products. So "craft" products that two years ago would not have been relevant for a scrapbook store now are very relevant.

In other words, don�t listen to the complainers. There will be lots of potentially profitable new products for everyone. And buyers for every vendor.

And always, wear comfortable shoes.

Note: To read earlier Business-Wise columns, click on the title in the right-hand column. And remember to vote in Industry Polls on your expectations for the show.

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