Date: March 2, 2009
Vol. XII, No. 5

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TABLE OF CONTENTS

COMMENTARY: TOUGH TIMES, POSITIVE TRENDS 

The recession is causing changes in consumer behavior, changes that are helping our industry:

1. "Shopping Down." Nordstrom's clients are moving to J.C. Penney, whose customers are shopping at Walmart, which is losing some sales to dollar stores. Diners are eschewing high-end restaurants for Appleby's, which is losing business to McDonald's. Retail expert Paco Underhill, the author of Why We Buy: The Science of Shopping, agrees. "The demographic profile of people willing to shop down is expanding," he told Time magazine.

The same trend is evident in how consumers are spending their leisure time. "Staycations" grew during the gas price hikes last summer and have continued as the economy worsened. People still want to "do" interesting things, they're simply more likely to look for activities in their homes. That's us, folks.

2. Apparel. Underhill, who was the keynote speaker at the CHA (then HIA) Winter Show a few years ago, sees another trend: "There's a willingness to buy used, rather than necessarily buy new." He cites the increase in vintage clothing stores, sales on eBay, and even traffic at Goodwill re-sale shops.

Yet our industry offers a wide variety of ways to transform apparel into something new. Consumers don't have to buy any clothing at all, simply transform what they already own.

Is our business great? No, but we're in a much better position to weather the storm than most retail industries.

(To read Time's interview with Underhill, visit www.time.com/time/business/article/0,8599,1881098,00.html.)

Kizer & Bender. Simple, inexpensive ways to improve customer service.

"Benny Da Buyer". A craft store in Brooklyn? Spacecraft is a new type of store – urban, catering to indies, and a "walk-in" approach that has possibilities for every industry store.

(Note: To read the columns, click on the column title in the left-hand column. If it's not the column you expected, click on the Reload or Refresh button of your browser.)

TAKE THE CLN POLL: BETTER (OR WORSE) THAN MOST?

Times are tough all over. But is our industry performing better – or less badly – than other retail industries? Retailers, how is your store performing compared to your neighbors' stores? Vendors, how is your business compared to vendor-friends in other industries? To vote, click on Industry Polls in the right-hand column or click HERE.

The Consumer Product Safety Improvement Act will have serious, negative consequences on their businesses, said a full half of CLN voters in this unscientific poll. Another 21.4% believe the law will have some negative consequences, but none that are that serious. Only 10.7% believe CPSIA will have no ill effect, and 17.9% are confused and don't know one way or another.

In a new Michaels survey of 500 customer households conducted in early February, 84% of respondents said they would like to spend more time on arts and crafts activities, and 83% said making gifts and spending time with their families are two of the "bright spots" that have emerged during this rough economy.

Furthermore, 94% said they are more concerned about receiving value for their money; that's up from 76% in a survey conducted in October. Finally, 82% of respondents said making a gift was more rewarding than buying a readymade item.

"Our customers are telling us that they're not just saving money, but they are truly enjoying the time spent working on homemade projects as an inexpensive form of entertainment," said Michaels' Chief Marketing Officer Stuart Aitken. "People get a sense of accomplishment when they make something unique, decorative, and fun, and that homemade projects build family and community bonds."

A previous Michaels poll, conducted late last year that showed an increase in consumers wanting to make Christmas gifts, was reported by the Associated Press and resulted in a huge number of newspaper articles on the subject. (Comment: hopefully the media will pick up on this survey, too, and we'll have another wave of positive pr for the industry.)

News. The Consumer Product Safety Commission continues to update opinions, explanations, commentary and requests for input regarding CPSIA. To sign up to receive these updates via email and read all that's been posted, visit www.cpsc.gov/about/cpsia/cpsia.html.

TIA. In a Feb. 23 open letter to toy retailers, the Toy Industry Assn. wrote, "... As CPSC Commissioner Moore noted in voting for the stay of enforcement: 'If there is one message a small manufacturer should take from the Commission’s action today it is this: If you have been making products without receiving any safety-related complaints, you should go on making and selling your products.'"

Webinar. The CHA Standards & Technology Committee will conduct a CPSIA webinar this Wed., Mar. 4 at 1:00 pm (ET). It's designed to answer questions and introduce the new CHA CPSIA Task Force. To register, visit http://www.insightu.org/hobby/cpsia-quest.htm or email Jon Krance at jkrance@craftandhobby.org or call 201-835-1214.

Site. CHA also has a guide to the Consumer Product Safety Commission site. Visit http://www.insightu.org/hobby/cpsia.htm.

Labs. Looking for an accredited testing lab? Visit http://cpsc.gov/cgi-bin/labapplist.aspx.

Numbers. There were more than 1,100 exhibitors, down from 1,200+. Attendance was estimated to have been 20,000+, including 16,000 retail buyers, according to the Toy Industry Association.

Trends. Reports TD Monthly: Fewer new products, lower price points, changes in materials, and some cuts in the number of SKU's in existing lines. Sales were mixed. "Quality over quantity," one exhibitor told TD Monthly. "The people that are here are serious."

Quotation. "Feb. 17, 2009 – After a busier-than-expected start on Sunday, the 2009 American International Toy Fair has settled into a rhythm in subsequent days. Traffic has ebbed and flowed, exhibitors say, with most buyers seeming 'serious' about restocking their shelves, if not necessarily writing orders on the spot. One thing we can say about today’s attendance: the day ending lines for shuttle buses back to area hotels were decidedly shorter than they had been on Sunday and Monday." – Playthings magazine

Comparison. From a long-time craft vendor who has recently expanded into kids' activity products: "It was a good show for us. Traffic is so much more than CHA. My VP of Operations attended the consumer product safety meeting. Everyone is confused and up in arms about it. No doubt Toy Fair did not have the 'flair' of past years. Also, it seems like mom-and-pop traffic was down, just as at CHA."

Economy. Cathie Dyjak, national sales manager of Janlynn, told Reminder Publications, "It's been a great three days." She said rather than going out for more expensive recreational activities, consumers want affordable activities at home, such as the company's craft kits.

CK Media has hired CRG Partners, a turnaround/bankruptcy firm, to assist CK with its ongoing financial problems, Scrapbook Update reported. CK is the publisher of Creating Keepsakes, PaperCrafts, Sew News, Creative Machine Embroidery, Sew Simple, and a variety of quilting magazines. In recent years CK has stopped publishing Craftrends, MemoryTrends, Digital Scrapbooking, and Simple Scrapbooks. CK is owned by Sandler Capital Management who created the company when it bought the magazines from Primedia in June 2006.

A CK spokesperson told Scrapbook Update, "Economic times are tough. Like so many companies, CK Media is feeling the hardships that come from being in a recession. In order to continue doing business during such tumultuous times, a time when so many magazines are closing their doors, the company is restructuring its finances to settle outstanding debt and keep its doors open."

Scrapbook Update cited an unnamed source who said CRG is asking creditors to accept 25 cents on the dollar and that 80% of the CK's major creditors would have to agree to similar settlements within 30 days to satisfy the company's lenders.

The problem is, at least, declining ad revenue. There is no way to verify if subscriptions and newsstand sales have also declined, but it would not be surprising. In the previous issue, CLN reported substantial declines in ad pages and newsstand sales by most major magazines.

A subsequent report by Scrapbook Update cited declining ad pages in PaperCrafts and Creating Keepsakes' major competitor, Memory Makers, published by F+W Publications.

Scrapbook Update did cite one example that is a sign of changing times. In June 2008 Creating Keepsakes' Store Directory section contained 248 store listings. In the March 2009 issue, the section contains listings for only 137 stores.

To read the complete article and subsequent follow-ups, visit www.scrapbookupdate.com/scrapnancy/2009/02/trouble-at-ck-media.html.

Scrapbook Update's gloomy report about the industry's top consumer scrapbook magazines may give vendors and retailers pause for thought regarding the future of the category. But it's not that simple. Recent issues of CLN have carried reports of declining ad revenue for most magazines, and the demise of Rocky Mountain News and other newspapers indicates it's a trend across all media, product categories, and industries.

But where does that leave our consumer? As interested as ever, believes NAMG, the publisher of Today's Creative Home Arts magazine which members receive as a benefit for joining the Creative Home Arts Club. "We could grow the membership side much larger, the demand is there," stated Publisher Marynell Christensen, "but we are already the largest overall craft magazine in the industry, and if we get much larger we’ll price ourselves right our of the advertisers’ budgets."

Industry trends for advertising are projected to decline about 7% in 2009, and TCHA is no exception. "We did experience an increase in 2008 ad revenue for TCHA as well as our overall corporate advertising growth," shared Kristine Houtman, director of marketing & events at NAMG. "We have a number of other revenue streams in addition to advertising, though," she added. "We have seen an increase of nearly 18% in our life membership, which now surpasses 78,000 of the over 300,000 dues-paying members in the Club."

Martha Stewart Living Omnimedia announced that in the fourth quarter ended Dec. 31, revenues were $72.9 million, down from $118.5 million a year ago, caused by the declining revenue as the agreement with Kmart expires, falling ad revenue, and other factors. Yearly revenue declined 13% to $284.3 million. For the year, the company lost $15.7 million ($0.29/share), compared with a profit of $10.3 million ($0.20) a year ago.

Merchandising revenues were $13.9 million for the fourth quarter, compared to $49.8 million a year ago. That included a $35 million reduction in contractual minimum royalties from Kmart. The company said Martha Stewart Crafts benefitted from expanded distribution into Wal-Mart and improved performance at Michaels. Exec Board Chair Charles Koppelman said the economic environment was "challenging."

Blackstone Group, the half owner of Michaels and the world's largest private equity firm, lost $827.1 million ($0.68/share) in the fourth quarter, compared with a profit of $88 million ($0.08) a year ago. Analysts were expecting a loss of 40 cents/share. The private-equity group’s loss was $239.1 million; a year ago the loss was $37 million.

The cause was writing down the value of private-equity and real estate holdings, and that the frozen credit markets hamper efforts for additional investments and to sell existing properties.

The company's stock price has dropped approximately 88% since its initial public offering at $31 a share in June 2007, Bloomberg News reported.

Here's a sign of the recession – and consumers turning to digital photography: Ritz Camera Centers filed for Chapter 11 bankruptcy protection. The largest photo retailer in the U.S., Ritz operates stores under such names as Ritz Camera, Wolf Camera, Kits Cameras, Inkley's and The Camera Shops. The company also operates the 130-store Boater's World Marine Centers chain, Reuters reported.

Ritz already has a "Chief Restructuring Officer": Marc Weinsweig said 2008 sales were "materially lower" than a year ago, and Boaters World lost money. "The loss of revenues and profit margins from the diminution in the photo-finishing business proved too much of a burden, coupled with the losses experienced by the Boater's World business in 2008," Weinsweig wrote.

Ritz said it will seek court permission to obtain $85 million of financing to keep operating while it restructures.

WEBINAR FOR BEAD RETAILERS

CLN will moderate a free webinar for bead/jewelry retailers, "Schmooze 'em or Lose 'em! 12 Essential Tips for Growing Your Bead + Jewelry Business During Uncertain Times." It's presented by Interweave Press and sponsored by CGM, a wholesale distributor of bead and jewelry products.

The program, coordinated by former Craftrends editor Bill Gardner, will focus on customer creation and retention. Speakers include independent retailer Sally Roesler (Bead Goes On/Beadniks); Steve Koenig, Interweave's Marketing VP; and retail gurus Rich Kizer and Georganne Bender.

The webinar is Mar. 30 (2-3:30 p.m. Eastern). Online registration begins Tues., Mar. 10. To receive registration info, email leight@interweave.com.

(Note: If you have not read Diane Gilleland's description of indie crafters, click on "Vinny Da Vendor" in the left-hand column.)

In reply to Diane Gilleland's article on indie crafters (CLN Feb. 16): What a great piece of writing! It was especially gratifying to have the age differences within this group acknowledged. I think most people equate "indie" with young, but Diane makes the case that the label fits any and all who like to re-purpose, make surprising things, invent ways to use tools and supplies, and use a fresh eye (even if it requires glasses!).

It turns out I've been an indie crafter all my life – who knew? I have worn many hats over the years. I've described myself as teacher, packrat, designer with a short attention span, cheerleader for crafting, but until today I never thought of adding "indie crafter" to the list. (Thanks, Diane.)

I think "indie crafter" is a hat I can wear with pride (once I've decided whether to embellish it with paper or crochet flowers, feathers and beads, small clay figurines, gems glued to mosaic tiles, nuts and bolts on a leather band).

A new hat for Spring – how perfect. – Judi Kauffman, judineedle@aol.com

Just days after announcing there would be as many as 800 layoffs at its headquarters, Wal-Mart announced overall sales rose 6% in the quarter ended Jan. 31. Profits were down to $3.79 billion ($0.96/share) from $4.096 billion ($1.02) a year ago, but there was a $0.07 charge/share for the settlement of 63 class-action lawsuits. Analysts had expected the company to earn $0.99/share, according to Reuters Estimates.

There are more lawsuits pending. A federal appeals court agreed to reconsider whether a sex-discrimination lawsuit filed against the company should proceed as a class action, MarketWatch reported. A 2007 ruling by a three-member panel of a U.S. appeals court had ruled a sex-discrimination charge filed by an employee could be certified as a class action suit. This new ruling means the entire appeals court will consider the issue.

If the class-action certification is withdrawn, then each woman would have to file an individual suit. If it remains a class-action suit, two million women have joined the case.

Meanwhile, Wal-Mart announced it was closing all six Sam's Club stores in Canada. "Despite our best efforts and the commendable work of our Sam's Club associates, our six Clubs have not met our expectations," said Wal-Mart Canada President/CEO David Cheesewright.

EMAIL: WHY CONSUMERS ARE BORED

(Note: Recent issues of CLN included articles about our customers being bored. Click on Business-Wise then and click on "Why Consumers Are Bored" in the right-hand column. The most recent response came from Lisa Itatini, a freelance designer in rubber stamping, mixed media, and paper crafts who teaches in independent craft and scrapbook stores and in her home studio. She also acts as an agent for other designers.)

What's wrong with the big-box craft stores sales is that the customers are bored. Gone are the days when you could walk in and get tons of ideas. Gone too are well stocked shelves so you could gather everything up and go home to make the project. The price of the product is now the number one and sometimes the only consideration about what will go on the sales floor.

How many times have you walked into any big box craft store just to get inspired for new ideas? Ever ask for help with a project? Maybe I'm a craft snob now and have way too many supplies at home, but when I go into the big stores, I walk right past all those aisles and with coupon in hand buy the one thing I came in for.

It's a whole different shopping experience when I visit an independent store. I first look at their samples (which always surprises me when they don't have current samples up), and then I shop. If the store has great samples, I'm more likely to buy tons of stuff. So I guess I fall into the bored shopper category. I'm looking for the shop (big or small) that can inspire my creative side before I let my money fly.

To read Lisa's blog, visit http://flatfishpaperarts.blogspot.com.

During these precarious economic times, businesses can be hesitant to add full-time employees, even if the company needs additional manpower. A contract employee can be the answer.

A contract employee can help meet a deadline, allow the company to control staffing levels during hiring freezes or tight budgets, provide immediate availability for short-term projects or absences, and provide the flexibility to manage workloads. It's also a perfect way to evaluate the skills of a prospective employee on a temp-to-perm basis.

A personnel recruitment firm such as The Creative Network can provide assistance to companies by handling all employee paperwork, legal contracts, time-sheet collection, payroll processing, etc. "We are not a temp agency," cautions President Gail Czech. "We only contract with people who are proven professionals and who treat a position as if it were their full-time job. The advantage of utilizing our contract staffing services is that it allows you to access this high-caliber talent that was previously available only through permanent placement arrangements."

To learn more, call 360-604-0802; email President Gail Czech at gail@creativenetworkinc.com; or VP Jessica Goursolas at jessica@creativenetworkinc.com.

1. Diane Gilleland who chronicles the interests and activities of indie crafters and wrote about indies for CLN (click on Vinny Da Vendor in the left-hand column.), interviewed me for a podcast, which is now available at www.craftypod.com/2009/02/27/craftypod-86-indie-crafters-and-the-craft-industry-with-mike-hartnett 

2. I don't think the economic stimulus bill will help retailers that much. Consumers will have more money, but they're scared and will save it or use it to pay bills. Forbes agrees: "People are finally scared enough to sock their money away after years of free-spending largess, and tax breaks and job programs don't do much for stores if people won't part with the cash."

3. Looking for more effective use of coupons? Consider online. In the past four months, coupon usage has surged about 10%, according to Inmar Inc., a coupon-processing agent, the Wall Street Journal reported. And usage of online coupons is growing, too. While they only account for 1% of all coupons, redemption of online coupons grew 140% last year and have a 13% redemption rate, compared to the 1% rate of coupons in newspaper inserts.

SURVEY. TNNA is surveying its members regarding their attendance at the summer show in Columbus, OH June 13-15. The survey, available at http://www.zoomerang.com/Survey/?p=WEB228V2UHG7SQ, asks if various incentives would influence respondents' decision to attend the show. Possible incentives include cash rebates for travel or hotel rooms, discounts for show seminars or area restaurants, etc. Members must respond by Mar. 3. (Comment: CLN applauds TNNA's board and staff for considering such incentives. Trade shows are invaluable, but costly for cash-strapped businesses to attend.)

SHOW. Reported the recent Nashville Needlework Market was a success – with nearly 150 exhibitors and 400 attendees representing nearly 200 companies. This was the first time TNNA had sponsored the event since it bought the 15-year-old show last summer. First-time exhibitor Toni Lealos representing Namaste said, "Everyone was so friendly, and those who were in attendance were serious buyers." The Counted Thread & Embroidery Group had a record-breaking 109 attendees at its meeting.

AWARD. TNNA issued a call for nominations for its Tribute to Excellence in Needlework (TEN) Award to an individual who has had a lasting impact on the world of needlearts. To download the nomination form, visit www.tnna.org/portals/1/tnna.website.files/organization/TENAwardNomForm09.pdf. Nominations must be submitted by Apr. 20.

SHOWS. PSRO 2009, the annual conference for the Professional Scrapbook Retailers Organization – a PMA member association – will be held in conjunction with PMA 09, March 3-5 in Las Vegas. The event includes networking luncheons with keynote marketing speakers, a face-to-face vendor showcase reception, trade show tours, and seminars by business and marketing experts including Tamara Lipori and Kim Guymon. Attendees can purchase an "All Conference Connection Pass" or pay for sessions and events a la carte. Visit www.pmai.org/psro2009.

MICHAELS. Named Philo Pappas Exec VP – Category Management. He had previously worked at Lechmere, Tweeter, The May Co., and Staples.

HORIZON GROUP. Named Larry Fine as Chief Merchandising Officer. Larry has 20+ years of retail experience in senior exec roles including Michaels, Party City, and A.C. Moore. Horizon also named Holli Gabler as Exec VP/CFO. The company completed a multi-million dollar upgrade to its infrastructure and informational systems, and President/CEO Roshan Wijerama reported Horizon recently completed the best year in its 90-year history.

Indies. Yesterday's issue of the New York Times Magazine profiled Kathy Cano-Murillo and her Crafty Chica line for Duncan and her ability to bridge the gap between the traditional craft market and the indie crafters.

CONTEST. The deadline for The Knitting Guild of America's Design Contest has been extended to Mar. 20. For rules and entry form, visit www.TKGA.com.

QUOTATION. "The budget should be balanced, the Treasury should be refilled, public debt should be reduced, the arrogance of officialdom should be tempered and controlled, and the assistance to foreign lands should be curtailed lest Rome become bankrupt. People must again learn to work, instead of living on public assistance." – Cicero, in 55 BC

CONFERENCE. Today is the last day for the early-bird registration discount for Yarn Market News' 2nd annual Small Business Conference Mar. 15-17 in Chicago. Visit http://www.yarnmarketnews.com/index2.php and click on The YMN Conference. The Conference takes place at the Allerton Hotel, which has also extended its room discount. Visit http://www.yarnmarketnews.com/sbc2009/allerton.php. Need a roommate at The Allerton Hotel? Email Jessica@sohopublishing.com.

BOOKS. To see Interweave’s spring/summer 2009 book and DVD list (sewing, quilting, knitting, crochet, jewelry-making, and mixed media), visit www.interweave.com/books/2009springpreview.asp.

QUOTATION. I know there are a lot of ... stores called Michaels in the United States. We had a thing where we do painting and we would have these big Teamsters painting a little teapot for their mom. ... I would be running to Michaels and getting paintbrushes and stuff like that. – Cher, in an interview with the Associated Press

CRIME. Sterling silver jewelry valued at $1,954 was stolen from a Hobby Lobby in Lancaster, PA. The suspect removed the items from a shelf the afternoon of Feb. 4, the Lancaster Eagle-Gazette reported.

ACQUISITION. CSS Industries' Berwick Offray company acquired substantially all of the business and assets of Seastone, a leading provider of specialty gift card packages.

LICENSING. Mega Brands will not have its Disney license renewed, but signed a licensing deal with Nickelodeon.

LEGISLATION. The economic stimulus bill signed into law includes approximately $700 million in additional funding for the Small Business Administration. To see if the SBA could help your business, visit http://sba.gov/news/monthly/index.html.

AWARD. C&T Publishing's Strip & Knit with Style by Mark Hordyszynski is a finalist in the 2008 Diagram Prize for Oddest Book Title, sponsored by The Bookseller magazine in London. Other finalists include Baboon Metaphysics, Curbside Consultation of the Colon, and The 2009-2014 World Outlook for 60-milligram Containers of Fromage Frais. The Associated Press reported, "Disappointingly, Mark Hordyszynski's Strip and Knit with Style does not involve naked knitting. It is a manual on craft projects using strips of cloth." Readers can vote at www.thebookseller.com.

STOCKS. A.C. Moore: $1.35, down $0.28 ... Hancock: $0.43, down $0.19 ... Jo-Ann: $12.04, down $2.08 ... Wal-Mart: $49.24, up $2.71 ... Dow Jones: 7,026.93, down 10.5%. (Note: All changes in price are since 11/28 and are exclusive of dividends.)

CANCER, I. Members of Quilters of South Carolina have created 49 one-of-a-kind bras for Breast Cancer Awareness, to memorialize those lost to the disease and to honor survivors. The exhibit will tour SC until Oct. when individual Artfull Bras will be auctioned and the proceeds donated to the Best Chance Network, a program to provide care and treatment of uninsured women who are diagnosed with breast and ovarian cancer. To see these funny, remarkable bras, visit www.quiltersofsc.org/artfullbras/artfullbras.htm.

CANCER, II. The Simplicity Creative Group donated $15,430.00 to the National Breast Cancer Foundation based on sales of its Wrights Pink Sidewinder that was introduced last October. The Foundation's mission is to educate women about life-saving techniques of early detection and to help provide free mammograms for under-served women.

JO-ANN. Announced that the company donated $656,000 in cash and products to non-profit organizations in 2008. Plus, Jo-Ann customers and employees donated through individual contributions and company-sponsored fundraisers, bringing total 2008 giving to $767,000+. The primary beneficiaries were the American Heart Assn., the Kids In Need Foundation's Teacher Grant program and resource centers, Ronald McDonald House Charities, Goodwill, and United Way.

THE CREATIVE NETWORK: JOB OPENINGS

To see the latest listings of the only personnel recruitment firm specializing in our industry, click on Jobs in the left-hand column or click HERE.

On a vacation in Rome, I noticed a marble column in St. Peter's with a golden telephone on it. When a priest passed by, I asked who the telephone was for. He said it was a direct line to Heaven, and if I'd like to call, it would be a thousand dollars. I was amazed, but declined.

Throughout Italy, I saw the same golden telephone on a marble column. At each, I asked and the answer was the same: a direct line to Heaven and I could call for a thousand dollars.

On the way home, I stopped in Ireland and decided to attend Mass at a local village church. When I walked in the door I noticed the golden telephone. Underneath it there was a sign stating: "DIRECT LINE TO HEAVEN 25 cents."

"Father," I said, "I have been all over Italy and in all the cathedrals I visited, I've seen telephones exactly like this one. But the price is always a thousand dollars. Why is this one is only 25 cents?"

The priest smiled and said, "Ah, yes me lad. But you're in Ireland now! It's a local call."

Happy St. Patrick's Day!

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