Date: February 5, 2007
Vol. XI, No. 3

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TABLE OF CONTENTS

COMMENTARY: WHAT DOES A TRADE SHOW TELL US? 

Most exhibitors and buyers told me business at the CHA Winter Show was good but not great. I have always believed that if a show's sponsors promote and produce a trade show properly, then the show becomes an accurate reflection of the state of the industry. From my vantage point, the CHA staff did almost everything they could to make it as easy as possible for buyers and sellers to do business.

So my question is, was 2006 a "good but not great" year, or was the Anaheim extravaganza an omen that 2007 will be "good but not great"?

Memory, Paper & Stamps. Crafter's Home is expanding with new programs and new personnel. Read the details here.

Category Reports. The scrapbook trends at the CHA show.

Kate's Collage. Memories of the worst CHA (then HIA) trade show ever.

Industry Research. Contact info for the updated 2006 CHA Attitude & Usage Study.

New Trade Show Exhibitors. In case you missed any of the new exhibitors at the CHA show – one last chance to check their websites.

Note: To read the columns, click on the titles in the left-hand column. If it appears to be an "old" column, click on the "Refresh" or "Reload" button on your browser.

The January shows are finally over. Were they worth it? Buyers, did you like what you saw? Sellers, did the buyers' reaction to your displays and products meet your expectations? Cast your vote by clicking on Industry Polls in the right-hand column or click HERE.

Almost a majority of CLN voters in this unscientific poll, 41.4%, believe the increase in the minimum wage, if it becomes law, will have either no effect on their business or the pros (consumers will have more spending money) and the cons (higher employee costs) will cancel each other.

The remaining voters were fairly evenly split; 31.0% believe it will hurt their businesses because of higher wages, and 27.6% believe sales will increase if consumers earn more money.

(Note: While the industry was in Anaheim, the U.S. Senate passed a bill that raised the minimum wage, but also included tax breaks for small businesses, breaks that were not part of the U.S. House bill. The differences are to be resolved in a House/Senate committee and the resulting bill is expected to be signed by President Bush.)

Attendance. Final tallies are not yet available, but as of the morning of the last day, total attendance was slightly below last year's 20,000+, which was a record. Wal-Mart did not attend; neither did some European buyers who attended a Paper World show in Germany. Some attendees left earlier than usual to attend a vendor meeting at Wal-Mart or bead shows in Tucson. There were not near as many investment people walking the floor.

Trends. There was a substantial increase in beads and products in various categories (needlework, paint, crafts, etc.) to embellish/personalize apparel and home dec items. A good example was DMC's My Style, My Stitch line. In other words, Wearable Art is back! ... BagWorks/Melco Embroidery Systems' Add Your Personal Touch™ program, which enables stores to offer custom embroidery services, was the most unique opportunity for retailers that CLN saw at the show ... Scrapbooking continues to expand into paper crafts, which is definitely healthier for scrapbook stores ... As usual, most new products were line extensions.

Design. Many exhibitors' booths were evidence that vendors got the message: younger consumer wants funky, hip designs, rather than the traditional "cute."

Controversy. Lots of talk about the Provo/Cricut situation, including news that invitations sent to retailers for a Provo reception did not have enough postage, and there was talk of boycotting the Provo booth. However, CLN walked checked the booth numerous times and saw crowds watching demonstrations.

Elections. Jori Hartwig (Fiskars), Becky Jones (Jo-Ann's) John Laurie (Coats), and Maureen Ruth (Creative Marketing Solutions) began their first three-year terms on the board of directors, and Rob Bostick (JudiKins) began to serve the remainder of the term of Ron LaRosa, who had resigned.

Smart Store. The second Smart Store raffle, worth $165,000 in fixtures and inventory, was won by Cristy Harstad and Jill Golke of The Scrapbook Station in Fergus Falls, MN.

Merchandising. CLN heard unconfirmed reports that Jo-Ann's plans to eliminate the top shelves of displays and replace them with photos/madeups. (Comment: It's an excellent idea to provide consumers with more inspiration, but only if the photos are changed often.)

Education. The speakers at the events CLN attended were uniformly excellent. Kudos to Mary Liz Curtin for her buyers' seminar, Eric Wahl for the designer showcase/presentation, Patrick Meyer for the teen business building seminar, the Hispanic seminars, and especially to the FloraCraft staff for its "Costing for Successful Business Operations" seminar. The lone exception to the list of quality presentations was, yes, Martha (see below). Audio cassette/CD-Rom's of all seminars will be available for sale soon; visit www.craftandhobby.org.

The "You Can't Win" Dept. CLN heard complaints that there weren't as many new memory-related products. Last year CLN often heard retailers moan that vendors were introducing too many new products too often.

Dates.. The Winter Show returns to Anaheim, Feb. 10-13. The Summer Show is July, 20-22, in Rosemont, IL.

There were 382 exhibitors in 880+ booths, and 1,400+ tickets were sold. Vendors told CLN that attendance was down, possibly due to the fierce ice storms that hit the plains states before and during the show. Exhibitors also said there appeared to be an uptick in needlework, particularly needlepoint, and the natural-fiber yarn vendors did well.

Among the various highlights was the Retailers Luncheon, where the featured speakers were Kate Jacobs, author of The Friday Night Knitting Club, the movie rights to which were recently bought by Julia Roberts, and needleart icon Kaffe Fassett.

TNNA also changed its structure; now the Retailers' Section includes all retail members at no additional cost. The Special Interest Groups (Yarn, Needlepoint, and Counted Thread & Embroidery) remain the same. TNNA also announced plans to expand the Stitch to WIN Against Breast Cancer and the Stitch N' Pitch consumer outreach programs.

The summer TNNA show will be June 2-4 in Columbus, OH. For info, call 740-455-6773, email tnna.info@offinger.com, or visit www.tnna.org.

The annual Innovations awards are for best new products at the show, as voted by retailers.

Art Materials and Framing: Chalk Ink Markers. "Chalk Ink Markers offer an innovative alternative to traditional chalk. They work on any non-porous surface. No dust. No smearing. They easily wash off any non-porous surface. The markers blend beautifully-allowing you to color your world exactly how you want it to look." Visit www.chalkink.com/ourproducts.htm.

Digital Imaging: Kaleidoscope Collections. Quilters' Polygons Template Pack. It adds 60 new shapes to Kaleidoscope Kreator 2.0, more than doubling the choices available in the company's Kaleidoscope Kreator 2.0. Polygons are basic building blocks for creating more intricate patterns and designs and can be used in either kaleidoscope or pinwheel mode. Visit www.kaleidoscopecollections.com/store/qptp_info.htm.

Fabric/Quilting/Needlecrafts: Clover Needlecraft. The Knit Lite™ is the first lighted knitting needles. Available in eight sizes, each with its own color and On/Off switch. Visit www.clover-usa.com/cat.php?k=59577.

General Crafts: Plaid Ent. Folk Art High Definition Visual Texture Paint. Visit www.plaidonline.com.

Scrapbooking/Paper Crafts: Karen Foster. The Scraparatus tool – Visit www.karenfosterdesign.com.

New Exhibitors: Tinnus Technology. The Slice™ is a handheld, digital font and shape cutter that is only 5" square and weighs less than two pounds; the rechargeable, battery-powered tool cuts and draws patterns up to 4" on a variety of media from sheer vellums to textured bazzills. Visit www.tinnus.com.

Best of Show: Sugarveil Products. Decor Edibles. Visit www.sugarveil.com.

(Note: Some winners' websites do not yet have information about their award-winning product, but no doubt will have the information soon.)

The results of the updated CHA Attitude & Usage Study are in. For the last year (ending 11/30/06) overall sales remained relatively flat at $30,212 million. General Crafts, which includes paper crafting, slipped 1.1% to $12.3 billion; Painting & Finishing Crafts slipped 1.2% to $7.3 billion, while Needle & Sewing Crafts dropped 3.3% to $7.4 billion. The only category to increase was Floral Crafts, which rose 1.1% to $3.2 billion.

The Study reports that 57% of U.S. households have at least one person who has crafted in the past year; 75% of households have someone who was crafted in his/her lifetime. Average spend/household: $476.

The top category is Scrapbooking/Memory Crafts, with total sales of $2.446 million, up 0.2%. Card Making was a separate category, with $1.313 billion in sales, also up 0.2%

Most purchases (29% of the $30 billion) are made in discount stores, followed by craft chain stores (27%), fabric/craft stores (13%, dollar stores (6%) and local craft stores (4%).

The Study's sample size is 5,000 crafting households. The complete, far more detailed Study is available in the Members Only area of www.craftandhobby.org. It's available for purchase for non-members.

Apparently the Sam Walton era is truly over. Wal-Mart confirmed to the Wall Street Journal what CLN has been reporting for months, that new and remodeled stores will not carry bolts of fabric, and crafts will be moved to party goods.

When Sam operated a Ben Franklin store, he concluded that a fabric department attracted the kind of customer that he wanted. He continued that belief when he launched his first Wal-Mart. But now Wal-Mart is trying to attract a more upscale customer, so categories such as fabric, guns, and live fish are being replaced or reduced, the Journal reported.

Another likely problem, Deutsche Bank securities analyst Bill Dreher told the Journal, was that fabric did not lure significant traffic into its stores. Perhaps that's true today, but at one time fabric and crafts scored high on "destination studies," which was why the departments were always located at the back of the stores, like milk in a grocery store.

The change has prompted an unknown number of petitions and letters from consumers asking Wal-Mart to retain the fabric department. In a recent poll, the Baxter Bulletin asked readers if Wal-Mart should continue its fabric department; 93.7% of the 1,229 votes cast wanted fabric to remain – the largest majority of any poll on any subject conducted by the newspaper, which serves North Central Arkansas.

Dropping fabric will eventually help Jo-Ann's, Hobby Lobby, Hancock, and independents, but some sales will be lost. "In a lot of towns with a Wal-Mart, the retailer is the only institution for miles and miles with bolts of fabric for sale," wrote Douglas Cunningham, Business Editor for the Times Herald Record in NY.

"There's another reason for Wal-Mart to want to get rid of the fabric area, you know," Cunningham added. "An employee is needed to measure and cut the fabric that the customer's selected. If there's one thing Wal-Mart doesn't want, it's too many employees lying around."

Meanwhile, vendors tell CLN that Wal-Mart execs are under heavy pressure to "turn around" the craft department, which might suffer the same fate if efforts are not successful.

Puzzled that holiday sales were not what you'd hoped? A new survey from Deloitte & Touche may provide the answer.

The survey asked consumers if they left a store without buying what they wanted during the holiday season. The results: 64% said the item or size they wanted was out of stock; 57% said the check-out line was too long; 52% said a sales clerk wasn't readily available; 32% said a clerk could not answer questions; and 26% said the store layout was too confusing.

Meanwhile, 63% made at least one purchase online, and 95% of those said their online experiences were positive.

December same-store sales rose 3.7%. The company described November sales as soft, due to changes to the company's Veteran's Day promotion. Quarter-to-date same-store sales for the nine weeks ended December 30 increased 1.2% and total sales increased 4.2%.

The Northeast, Southwest, and Southeast were the strongest regions; Framing, Impulse, General Crafts, and Christmas were the top performing categories. The company said yarn's performance during the nine-week period reduced overall same-store sales by approximately 2.4%. For the combined November/December period, the average ticket increased 2.0%, customer transactions decreased 0.9%, and custom framing deliveries increased 0.1%. A favorable Canadian currency translation added approximately 0.3% to the average ticket increase.

Margins expanded approximately 240 basis points, primarily due to ongoing product sourcing initiatives, improved seasonal sell-through, and enhancements to pricing and promotion execution.

For the entire quarter, the company expects same-store sales to increase 0.5% and total sales to rise 7.5%, including 4.5% for growth from the additional week in fiscal 2006. Based on expected sales performance, improved gross margins, and strong operating cash flows, the company is estimating a year-end debt level of approximately $3.875 billion.

For full fiscal year the company expects same-store sales to increase 0.2%, total sales to rise approximately 5.0% – with approximately 1.5% of the increase attributable to the 53rd week. And margins to expand by nearly 150 basis points.

EK Success announced its Martha Stewart Crafts™ line of paper crafting, scrapbooking, and storage products will be in Michaels 900+ stores in May. Distribution to EK Elite independent craft and scrapbook stores, with some variations in the line, is scheduled for later in 2007. Plans are still in the works for more new products, unrelated to scrapbooking, to be released at a later date.

After 10 years, Deluxe Designs is closing. The company, which produced laser die-cuts and other products, used the show to sell down inventory in its warehouse. Visit www.deluxedesigns.com/wholesale.htm.

Provo is sponsoring a Cricut Masterpiece contest through independent retailers. Grand price is $5,000 and Cricut products valued at $2,000+. Five runners-up win $1,000 each and Cricut cartridges. The five categories are Party Decorations, School Projects, Invitations, Centerpieces, and Home Decor – not scrapbooking

A new site, ScrapCentral, launched this past weekend. Visit www.scrapcentral.ca.

Crafter's Home hired retailer Lisa Kanak as Director of Marketing and Member Relations. To learn more about Lisa's and Crafter's Home's plans for independent retailers, visit www.clnonline.com and click on Memory, Paper & Stamps in the left-hand column.

ckMedia announced that the Memory Trends show will move to Orlando in 2008.

The winners of Craftrends' Awards for Creative Excellence are listed at www.craftrends.com/news/index.cfm.

The Caps to the Capital program announced it had collected 250,000 baby caps made by knitters and crocheters for newborns in developing countries. It's a joint project by Save the Children (www.savethechildren.org) and Warm Up America! (www.warmupamerica.org).

Christine and Randy Meier, founders of DMD, are back with Canvas Concepts – a complete DIY home dec program with coordinated lines of paint, hardware, and designer supplies. Visit www.canvascorp.com.

DMC introduced MY STYLE, MY STITCH, a line of iron-on transfer packs, iron-on transfer kits, and stencil kits with easy-to-follow instructions to customize/personalize clothing.

E.K. Success unveiled 600+ products" including four new collections such as Art BlanchP™ , a novel line that offers foundations for paper crafting projects; several tools; its NBA, Marvel® and The Muppets licensed lines; and a number of line extensions. Visit www.eksuccess.com.

Diamond Tech is offering Studio Pro, a line of glass crafting tools. Visit www.diamondtechcrafts.com.

Dimensions unveiled kits for needle-felted purses. Visit www.dimensions-crafts.com.

Jewelry Workshop offered 30 new kits which teach a new technique with every project. Visit www.jewelry-workshop.com.

Just Jinger introduced embellishments centered on the theme, Great Expectations, for expectant mothers. Visit www.kcscrapbook.com.

Lion Brand announced a new line of premium, 4-ply, acrylic yarn, Vanna's, in 28 colors. Vanna White will promote the yarn and a portion of the profits will go to St. Judes.

Milestones offered 24 lb. Stepping Stone Mix (the bulk size is enough material to make an entire path of stepping stone kits) and Flip Flop Stepping Stone Kits. Visit www.milestonesproducts.com.

Mountain Mist released Ecocraft, a line of eco-friendly fiberfill, batting, and pillow forms. The company partnered with Nature Works using Inegeo Fibers, made from corn.

One trend CLN has noticed is independents are more willing to put their money where their mouth is, and not just complain. For example, a very large, successful independent told CLN that, given the price war the chains are waging with acrylic paint, he needs to buy direct in order to compete. At the CHA Winter Show he went to Vendor A , who refused to sell him. Vendor B said they would be happy to work with him. He's returning home to close out the line from Vendor A and will concentrate on Vendor B. Most of the time an independent is better off in the long run to buy from distributors, but sometimes....

1. A personal highlight of the CHA show was seeing Hazel Pearson. She helped start this industry before most of us were born, and she's as nice, charming, and gracious as ever. Oh, and did I mention that she's 93 years old (or in her case, young)?

2. It's ironic that Wal-Mart is dropping fabric in new and remodeled stores at a time when CLN has cited numerous reports in various national media on sewing's resurgence The latest examples are from the Associated Press, published in numerous AP subscribing newspapers, and a report on NBC's Today Show. The latest example was a New York Times article published during the CHA show.

One thing fabric and fish (another category to be dropped) have in common is customer service. So the company is eliminating categories that require direct customer service in a bid to attract more affluent shoppers. But affluent shoppers expect more customer service.

CLN STOCK INDEX: A.C. Moore: 21.03, up 0.06 ... Hancock: 3.99, up 0.79 ... Jo-Ann's: 25.63, down 0.14 ... Wal-Mart: 48.08, up 0.10 ... CLN Index: 98.73, up 0.8% ... Dow Jones: 12,653.49, up 0.8%. (Note: All changes in price are since 1/12 and are exclusive of dividends.)

PEOPLE. Wal-Mart named John Fleming as Chief Merchandising Officer. He's from Target and is supposed to spearhead the effort to attract more affluent customers, Forbes reports ... Michael Boodro was named Editor of Martha Stewart Living magazine. He had been Editor of Culture & Travel magazine; before that he worked at Elle Decor, the Style section of the New York Times magazine, and Vogue.

INTERWEAVE PRESS. Is changing the name of Lapidary Journal to Jewelry Artist beginning with the June issue; it will be redesigned and contain updated editorial ... Stringing magazine becomes a quarterly, subscription-based publication beginning with the Spring issue, on newsstands Feb. 27 ... Step by Step Wire Jewelry will increase from quarterly to five times/year with Spring, Summer Preview, Summer, Fall, and Winter issues. All three will have expanded national distribution. Visit www.stringingmagazine.com/default.asp, www.stepbystepwire.com/wire, and www.lapidaryjournal.com.

2007 SALES. The National Retail Federation's 2007 forecast predicts that retail industry sales (which exclude automobiles, gas stations, and restaurants) will increase 4.8%, less than the 6.3% in 2006. "This year, slow economic growth will be reflected in moderate consumer spending and retail sales gains," said NRF Chief Economist Rosalind Wells. "The quarterly industry sales pattern will be the opposite of last year with modest gains early in the year and better increases in the second half."

YARN. The Craft Yarn Council of America will hold a Knit-Out & Crochet Feb. 17-18 at the Mall of America in Minneapolis featuring free beginner one-on-one knitt/crochet lessons; live fashion shows; "Woof Wear" – sweaters for dogs; technique workshops; yarn "doctors" to answer questions; authors of best-selling knit/crochet books, kid's projects; displays of new yarns, patterns, accessories, and tools; a "Fastest Knitter/Crocheter" competition; and Warm Up America! activities. Visit www.knit-out.com or email info@craftyarncouncil.com. (Comment: Wouldn't it be great if companies in other product categories – memory, painting, needlework – worked together to sponsor events like this? The resurgence of yarn in recent years didn't happen by accident.)

WORKSHOP. Maps2Memories is sponsoring a business workshop for retailers Mar. 23-24 in Midlothian, VA. Retailers need not be M2M members to participate. Enrollment is limited. For more info, visit www.maps2memories.com/retailerworkshop.htm.

EDUCATION. Art to Gogh provides art/craft-based classes, group and corporate events, and birthday parties at public and private venues in New England. Kids and families are the primary markets, but corporate, teen, and adult groups are also served. For info, visit www.arttogogh.net, email founder Lynn Toomey at art@arttogogh.net, or call 978-345-1600.

TECHNOLOGY. Jo-Ann's selected SAP® Transactionware General Merchandise (formerly Triversity Transactionware) that claims it will "improve customer experience as well as store productivity through increased functionality and improved sales and customer data."

WAL-MART. In a four-day span in January, Wal-Mart opened of two Neighborhood Markets, five discount stores, and 63 Supercenters ... Maryland's first-in-the-nation law to compel Wal-Mart to spend more on employee health care was ruled unconstitutional by the U.S. Court of Appeals for the 4th Circuit ... CNNMoney.com published "101 Dumbest Moments in Business for 2006" and gave the grand prize to Wal-Mart for its ad campaign showing its iconic smiley face character running for office during last fall's political campaign season. "As a result, candidate Wal-Mart quickly becomes, well, the most popular politician since Spiro Agnew."

BEADS. To see jewelry trends for spring/summer visit Fire Mountain Gems report at www.firemountaingems.com/trends/default.asp#styleguides.

PAINTING. To exhibit at the Society of Decorative Painters' Expo May 30-June 2 in Anaheim, call 316-269-9300, ext. 101, or e-mail lori@decorativepainters.org. Space is limited.

ACQUISITION. Pepperell Braiding acquired Holgate Toy Co., manufacturer of an extensive line of pre-school wooden toys designed to teach and enlighten young children. The new company, Holgate Toys, will be based at Pepperell's Bradford, PA facility and Richard Bly will remain as President. Pepperell President William Slivinski said, "Holgate Toys has a long tradition in the toy industry starting back in 1929, and we are certainly proud to now have a role in the company's future. We expect to expand the Holgate line and its licensed Mister Rogers Neighborhood products." Visit www.pepperell.com.

GOOD DEEDS. Angels for Hope is a nonprofit organization that collects crocheted angels, butterflies, and smiley faces from volunteers and sends them to anyone in need of hope. The website says, "We attach a small card with the angel to say to an injured or ill person, you are not alone, others do care, and you are in our thoughts and prayers." The organization collected and distributed 50,000 angels in 2005. Visit www.angelsforhope.org.

NAMES. Binney & Smith changed the its name to Crayola. The company was launched 100+ years ago by cousins Edwin Binney and Harold Smith; they started by making red oxide pigments for barn paint, but soon created wax crayons, selling the first box of eight in 1903 for a nickel. The name, "Crayola," came from Edwin's wife Alice, who combined the French word for chalk, "craie," and "ola," short for oleaginous, or oily.

SHOWS. The dates for the consumer Orlando Needlework Show have been changed to Nov. 16-17. Visit www.orlandoneedleworkshow.com for info ... ICHF Ltd, managers of the Stitches trade show (Feb. 18-20, email info@ichf.co.uk) is sponsoring a new show, Create, Sept. 9-11 in Birmingham, England. It promises to cover all crafts with a focus on paper crafting. Email jo@onevoicemedia.co.uk.

TV. KS Productions continues to produce new series of popular PBS shows. The 3rd series of Bake Decorate Celebrate! uplinks with member stations Feb. 18, and the 10th Hands on Crafts for Kids uplinks Mar. 18, sponsored in part by Elmer's, Sulyn Indistries, Coats & Clark, Walnut Hollow, Activa, American Art Clay, Fiskar's, FloraCraft, Pepperell, Decoart, Makin's Clay, and Royal and Langnickel Brush.

MEDIA. Interweave Press has launched podcasts – interviews with best-selling author Stephanie Pearl-McPhee from SOAR and with Knitty.com's Amy Singer – at its website, www.interweave.com. Pearl-McPhee is a humorist of the knitting world known as "The Yarn Harlot," and Singer is the author of No Sheep for You: Knit Happy with Cotton, Silk,

Linen, Hemp, Bamboo & Other Delights to be published by Interweave in April. The podcasts are available as MP3 downloads at www.interweave.com/go/pearl-mcphee and www.interweave.com/go/Nosheep.

TNNA. Will expand its PiPN (Pathways into Professional Needlearts) intern program, which pairs 25 student interns from fashion design/textile and business schools with TNNA member companies. For info and a host application, visit www.businessdirectionsinc.com/PiPN (web address is case sensitive), or call 614-237-0700.

CONDOLENCES. Industry veteran Tom Johnson has passed away. He worked at Mangelsen's and Leewards for many years, and later helped Jo-Ann's set up its first craft department. Send cards to the family at 7329 Fair Oaks Parkway, Fair Oaks Ranch, TX 78015 and donations to Heartland Hospice Memorial Fund, 5368 Fredericksburg Rd., Ste 300, San Antonio, TX 78229.

The only personnel recruitment firm specializing in our industry has new job openings. To see the list, click on Jobs in the left-hand column, or click HERE.

Martha Stewart's keynote speech was met with universal disappointment; she said virtually nothing of real value to the audience. However, the event was proof of her appeal. More than 2,200 people bought tickets – the largest crowd for any event of its kind in industry history. For example, Barbara Bush's keynote speech a few years ago sold 400+ tickets.

Regardless of the content of her presentation, her involvement in our industry remains "a good thing." At least twice since her appearance at CHA she has raved to a national television audience about the wonders of our show – and our industry.

When asked how she spots trends, Martha said, "I don't spot trends, I make them." That struck many in the audience as arrogant, and it may well have been, but one industry veteran admitted, "She's probably right."

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xxx

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