Date: August 3, 2009
Vol. XII, No. 15

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TABLE OF CONTENTS

COMMENTARY: THE RIGHT ATTITUDE 

I always think of the summer TNNA and CHA shows as the midpoint in the year, so I asked a number of retailers and others to talk about the first half of '09, and what they think will happen in the second half. The results were, uh, voluminous, so much so that I'll save many of them (crafts, needlework, art materials) for the next issue and concentrate this issue on scrapbooking.

Their reports may present a picture of the industry that is more positive than you're seeing and hearing, but that's due, in part, to their attitude: no whining. Customers aren't spending as much money? Instead of complaining, they're figuring out ways to solve the problem. Will their sales and profits decline during the recession? Probably, but their attitude will keep them going, and when the recession ends, they'll have more market share than they had before.

Kate's Collage. CLN's Mike Hartnett has now been editing a trade magazine (Craftrends) and publishing CLN for 20 years out of his home in Tremont, IL, population 1,000. Some thoughts on the pros and cons of working at home, and lessons he learned the hard way.

Kizer & Bender. Creative, and inexpensive ways to attract new customers to your store.

Memory, Paper & Stamps. Retailers wrote lengthy answers to CLN's request for comments on the first half of the year and predictions for the second half. Edited versions are below, but their complete comments are here.

Newsbriefs. The July 20 report on Wilton's credit situation, an update on CIT, and the resignation of Jo-Ann's Becky Jones.

(Note: If a particular column is not what you expected, click on the Reload or Refresh button of your browser.)

The summer trade shows are over. If you attended or exhibited, what did you think? Was your investment in time and money worth it? To vote, click on Industry Polls in the right-hand column or click HERE.

Looks like it could be a tough second half of the year, if CLN voters are correct. Only 14.64% believe their profits will increase 10% or more compared to the second half of '08, while 12.2% predict their profits will increase 1-9%. Almost a third, 31.78%, think profits will be flat compared to a year ago.

Another 12.2% believe their profits will decline 1-9% and 29.32% believe it will be worse, that profits will drop 10% or more.

While the final number of attendees was not available by CLN's deadline, the show was significantly smaller than a year ago. The show book listed 223 exhibitors, some in smaller booths than usual, compared to 336 in last year's book. The attendance was smaller, too.

But the result was interesting. The ratio of buyers to booths was about right, which produced an atmosphere of activity that was much more positive than recent summer shows. If there had been 336 exhibitors in their regular booths the show would have felt dead. Instead, the floor was humming even in the show's final hours.

The result: many exhibitors came to Orlando with diminished expectations and were pleasantly surprised. The show "felt" positive. Craft exhibitors who sell to the chains were pleased with the amount of time they were able to spend with their buyers and execs, even if they didn't write a single order. Scrap companies far outnumbered the craft vendors, but so did the buyers, and the buyers who did attend were doing well enough to place orders. Nikki Sivils, a new company launched just months ago (now there's an optimist) had a very successful show. Never having attended a show before, Nikki had nothing to compare it with, and was very pleased. "We were busy the entire show," she told CLN.

Seminars. Those attended by CLN were excellent: 1. The keynote speech by Maria Thomas, CEO of Etsy contained ample evidence that selling to consumers who then sell their creations is a huge market: In four-plus years Etsy has grown from an idea to 250,000 "stores," 2.6 million buyers and sellers, and expected revenues for Etsy, which takes a very small percentage of sales, to $175 million. 2. The CPSIA report by Craig Leslie was clear, concise, and up to date. (Note: his power-point will be posted on CHA's website shortly. CLN will report when it's available.) Leslie also discussed the importance of California's new testing/labeling law. For info on that, visit www.oehha.org. 3. The Future of Crafts: Our Changing Face with panelists Kathy Cano-Murillo, Carol Duvall, Donna Dewberry, and Vickie Howell provided a vivid example of the changing generations of crafters.

Awards. The top Innovations (best new products) award went to a first-time exhibitor from Australia, Buzz and Bloom, for its Lazer Cut and Engraved Fabric (www.buzzandbloom.com/default.html). First Runner Up went to ilovetocreate (Duncan) for its Tulip Fabric Paint Cannon Fashion Graffiti (www.ilovetocreate.com), and Honorable Mention went to Spellbinders for its Shapeabilities Pendants and Borderbilities (www.spellbinders.us). Ta Da Creative Studios won the Exhibiting with Excellence (booth) award. 7 Gypsies won the Golden Press Kit award and Windham Design won the Designer Press Kit award.

Dates: The next CHA show is Jan. 24-27 in Anaheim. As of the close of the consumer show, no firm contracts have yet been signed for any other future CHA show, although announcements are expected shortly.

"Sbar's has bought six Ben Franklin stores in Virginia." – Numerous vendors

"I'm doing fine. My competition is out of business and classes are driving my sales." – Ohio scrapbook retailer

"Building relationships and trust is the key, not computers." – Maria Thomas, CEO of ETSY

"I'm disappointed there weren't more craft exhibitors. I was looking to expand my inventory beyond scrapbooking." – Scrapbook retailer

"We need to empower the consumer, not just entertain her." – Craft designer

"The CHA board doesn't care about scrapbooking." – Scrapbook retailer (Note: 9 of the 17 CHA board members are directly involved in scrapbooking, more than any other category.)

"Jack Parker [founder and former CEO of A.C. Moore] is walking the floor again." – Numerous vendors

It was a smash hit. Final numbers weren't available by CLN's deadline, but the 73 exhibitors (chain and independent stores, vendors, etc.) were mobbed, so mobbed that within an hour of the opening some vendors were calling the home office to have more products Fedexed to Orlando.

There were some snafus at registration, but attendees seemed very enthusiastic. Some vendors such as FloraCraft and Blumenthal Lansing conducted consumer research and focus groups in addition to the numerous make-it/take-its, demonstrations, book signings, etc.

The attendees weren't all consumers; chain store execs and buyers walked the floor seeing what piqued consumers' interests. (Judging from the crowds at virtually every booth, everything seemed to pique their interests, whether they considered themselves knitters, scrappers, etc.)

Nancy Nally of Scrapbook Update reported, "Quite simply, the place was wall-to-wall people the entire day. It was hard to move without bumping into someone. There was always a wait to checkout in booths, and waits for make-n-takes were lengthy. Every vendor I spoke to seemed thrilled about how their business was going on Friday. In some cases I saw signs that certain items had already sold out for some vendors."

(Comment: It is always an emotional boost for the industry to see just how much consumers love our products.)

The Consumer Product Safety Commission voted unanimously to approve a draft statement that will give manufacturers credit for "good faith" compliance with the tracking label requirements of the CPSIA that go into effect this month.

"I believe that the guidance unanimously approved by the Commission," said new CPSC Chair Inez Tenenbaum, "will help to achieve the goals of improved recall effectiveness and better protection of consumers while also providing industry with assurance that the Commission does not intend to penalize manufacturers for inadvertent violations of the statute when they have made a good faith effort in attempting to comply with the tracking label requirements."

"There is some relief offered in the policy statement on labeling issued today," Handmade Toy Alliance VP Dan Marshall stated. "For makers of hard-to-label children's products such as kits, small wood toys, and jewelry, this will help."

(Comment: This may be an indication that the new Chair, Inez Tenenbaum, may be more understanding of the problems for vendors caused by the CPSIA.)

To read the draft statement, visit www.cpsc.gov/about/cpsia/sect103policy/pdf.

The Hong Kong trading company Bai-Win Mercantile filed suit in the U.S. Utah District Court claiming Quickutz owes Bai-Win $700,000+ that is 90+ days past due and alleges that Quickutz committed fraud.

Bai-Win claims Quickutz knowingly made "material false representations" about future payment intention. The company is seeking an outstanding balance of $706,907.51 plus interest, the return of all Quickutz inventory supplied by Bai-Win, punitive damages of $5 million, compensatory and consequential damages, attorney’s fees, expenses, etc.

Quikutz President Eric Adams told Scrapbook Update, "The company is not at liberty to comment on pending litigation."

In the previous issue CLN reported that Berwick Offray filed a petition with the U.S. Dept. of Commerce and the U.S. Int. Trade Commission asking the U.S. to charge antidumping duties on narrow woven ribbons imported from Taiwan and China. Since then, the company has amended the petition.

"Over the last several days," Carey Edwards, Berwick Offray's VP of Sales and Marketing told CLN, "we’ve become aware that many of our customers have questions relating to the scope. In particular, these questions relate to non-ribbon products that have ribbon affixed to them as decorative adornments or decorative embellishments, or that have ribbon affixed to the packaging in which these non-ribbon products are contained, where the ribbon is a decorative adornment or a decorative embellishment to the packaging. It was never our intention to have antidumping or countervailing duties apply to ribbon imported in these configurations.

"On July 21, 2009," Edwards added, "we filed a document that amends the scope of products covered by the petition. While we believe that our July 21 amendment goes a long way toward addressing the concern about ribbon imported as a decorative adornment or decorative embellishment to a non-ribbon item, we filed a second amendment on July 24 that further clarified the scope of the petition in this regard."

CIT, the company that acts as a "factor" and lender for hundreds if not thousands of small and medium-size companies, avoided bankruptcy for the time being, thanks to a $3 billion financing pledge from bondholders. However, it has about $10 billion of debt maturing through next year, Bloomberg News reported.

"The company has indicated they have significant upcoming maturities," Renee Dailey, a partner in the financial restructuring group at law firm Bracewell & Giuliani, told Bloomberg. "It’s unlikely that $3 billion will solve their problems."

The company has lost $3+ billion in the past eight quarters.

Beadalon, Introduced new beading wires and tools for jewelry making, including champagne-color Beadalon 7 Strand, Wire Variety Packs, and White color Beadalon 19 Strand. www.beadalon.com

Blumenthal Lansing. Updated lines and line extensions for La Mode®, La Petite, Favorite Findings™, Shellz, and others, plus categories such as canvas totes, handbag handles, embellishments, etc. Brand names include Creative Naturals, Crafters Images, PhotoFabric, and others. www.blumenthallansing.com

Flower Soft®. Launched Polar White, the first new product in its premium Diamond Range, specifically created to work on white areas within designs and create realistic snow effects in paper crafts. www.flower-soft.us.com

ilovetocreate. This Duncan Ent. company's core brands include Duncan® Ceramic Arts, Tulip® Fashion Art, Aleene’s® Crafting Adhesives, Crafty Chica™, and ilovetocreate.com™. www.ilovetocreate.com

Leisure Arts. A variety of publications – patterns and instructions – for knitting, crochet, cross stitch. etc. www.leisurearts.com

me & my BIG ideas. Has brought back A Kid Like Me™, stick-kids line, including a 12"×12" Activity Pad with die cuts, games, paper dolls, and coloring book, and patterned papers. The collection also includes chipboard album kits, soft spoken embellishments, a new stamp kit, etc. www.meandmybigideas.com

Meredith. Although the first issue of the newly enhanced Scrapbooks etc. doesn't hit the newstands until Sept. 8, attendees received a sneak peak of the magazine's new look. www.scrapbooksetc.com

Onyk. Produces easy-to-manage websites for store owners – unlimited products and pages, shopping cart integration, phone and email support, tools to improve search engine optimization, and hosts a monthly web marketing class for its clients. www.onyxwebsites.com

Photopearls. Perhaps the most remarkable feature of the trade and consumer shows was the huge photo mosaic portrait of President Obama made by fourth-grade students from every state using 350,000 beads using PhotoPearls®. The project was co-sponsored by Today's Creative Home Arts magazine. www.photopearls.se/newsroom

Plaid. Introduced Simply Screen™, a screen printing system with a collection of ready-to-use, patent-pending silk screen stencils in a variety of categories: Fashionista, Rocker Chick, Eco-Chic, Sporty, and an alphabet. www.simplyscreenonline.com

Prism Papers. The new Simply Smooth paper has a bright white, smooth surface and extra tight paper fibers for blendability without worry of inks bleeding or feathering. Environmentally friendly, too. www.prismpapers.com

Ranger Industries. Introduced Tim Holtz® Distress™ Crackle Paint in a clear formula called Rock Candy, a one-step paint which cracks as it dries. www.rangerink.com

Retired ... Let’s Do Lunch. Offered chipboard "Gingerbread" house kits that can be embellished with paint, paper, glitter, etc. www.retiredletsdolunch.com

Scrapbook Adhesives. New pink-packaged products and 5% of their sales are donated directly to National Breast Cancer Foundation. Also, Classic Photo Corners in new packaging. www.scrapbook-adhesives.com

Unibind. Unviled the Smart Calendar which allows consumers the control and ability to fully assemble personalized calendars at home with ni equipment needed. www.unibind.com.

(Note: Scrapbook Update has a lengthy list of show products. Visit www.scrapbookupdate.com.)

CLN asked some independent scrapbook retailers how the year has been and their thoughts for the remainder of 2009. The highlights are below; to read their complete comments, click on Memory, Paper & Stamps in the left-hand column.

1. We are seeing three types of customers now. The hardcore scrappers appear to have exhausted their stash, since sales to this group have certainly increased. The "regular" scrapper is making smaller purchases; the average used to be around $20 and it's now around $13, but we are seeing them come to the store more frequently than the usual once a month.

The last group are non-scrappers. This group is on the rise and is mainly customers wanting to make invitations. We have seen this group start from a couple a month to about 10 a week. They are making cards for showers, weddings and birthdays. We have trained everyone on inexpensive ideas to make invitations, such as stamping flourishes, using velum and creative die cuts. I have also began doing custom die cuts on my Wishblade for customers needing 50 or so.

We are also optimistic because gas prices have stabilized. Many customers have had some fear that we would see gas prices go to $4.00 a gallon again, but with the recent decline, they feel more comfortable with their budgets. In addition, the "mood" about the future appears to be better with consumers in general. This is confirmed by the Consumer Confidence Index continuing to increase from its low last January.

To sum it up, we are very positive about the future. Sales are much better than the sales for the same month last year, and continue to rise. We are also fortunate that the local market is stable. Our unemployment rate is less than 6%, and we have added about 25,000 new jobs over the last 12 months. We have not had massive layoffs for over a year and the local media has certainly changed their tune to report how good things are compared to how bad things are six months ago. – Mike Dolan, Scrapbook 911, San Antonio

2. I think overall gloom for the industry is a pretty accurate prognostication for, at least, the rest of the year, probably longer.

In our particular case, no surprises. Business is significantly, but not ominously, down from last year. Fortunately, we were big enough to begin with so that we can adjust our buying and our personnel costs to roll with it. Our bottom line is actually not that much different than last year's, believe it or not. It always comes back to "big picture" management, doesn't it?

Many other stores we know about in the Oregon area are in bad shape. One big store I know of (used to be two stores) NEVER had a POS system (hard to imagine, but there you are) has eliminated its crop area (horrible move), eliminated offering any classes (really, really bad move), and has had to lay off all of its employees (horrendous move). Now the owner and her husband run the store. How much longer they will stay open is anyone's guess. If all you do is sell stuff, how does that make you different from Michaels(or the crafts section of Wal-Mart for Pete's sake)? Other stores have just given up.

We are still running as many classes as ever. Perhaps they are not all full to capacity (many are), but we are NOT cutting back ANYTHING that has always made us stand out in the crowd. In fact, we just got a Best Scrapbooking Store in Salem award, and are using that to advantage in our newsletters and updates. As far as we know, NONE of the other local stores are going to CHA Summer, but Shelly and one of her employees are going, and we are making a HUGE deal about that in our promo material.

In Retail, as in many other areas of life, you CANNOT show fear to your customers. Well, in our particular case, we are not feeling much fear so there is nothing to hide. Our major crops still fill to capacity. Our next major crop (our Anniversary Crop in November) is ALREADY full and we have had to add a SECOND weekend to accommodate demand. People from in and out of town have already made hotel reservations where we hold the event.

We have several hundred more people on our mailing list compared with last year, and the website continues to increase in hits (even though we essentially sell nothing on line).

Overall, the average sale is down, and overall many customers are of course buying less and perhaps using their stored-up stash a bit more, but that is to be expected. On the other hand, we still get new customers all the time.

I believe that by now there are probably half the stores there were a few years ago, and a couple of years from now, there will be half as much as that. Sorry to sound like a broken record, but the only way to survive bad times is to be a great manager of a great store. I just don't think that category is very big.

Things could be better, but they could be much much worse as well. There is ABSOLUTELY NO DOOM AND GLOOM at Scrapbook Fever! – Bud Izen, Scrapbook Fever, Salem, OR

3. One of my concerns, which we've heard echoed by many, is that we've complicated scrapbooking too much! We want people to celebrate their memories, and we think it's all the more fun and meaningful when we "dress" up the pages and projects with stickers, papers, and such. However (and we're definitely guilty of this in our store!), we pushed soooo many techniques, fancy gadgets, and such that way too often, I hear people saying they just don't have the time! So instead of just going "back to the basics," they've given up entirely! What a bummer for all of us – and especially the customer!

So now here we are in a challenging economy, people have stashes of products, little time and they're feeling overwhelmed. – not a bright picture in some ways. But this is also a time when people are staying closer to home, appreciating their family, reconnecting with loved ones. In other words, this can be a GREAT time for renewed interest in scrapbooking projects,

One of the best things we've created in our store is a push towards gift giving, especially with our photo decor projects. By coupling our customers' interests in photos and memories with great gift ideas, we've created opportunities for them to feel successful as they've completed projects that are beautiful AND were well priced. By encouraging their success on other projects, I think their overall interest in crafting increases. We want to FEEL successful, right?

It's important we continue to help customers feel successful in their scrapbooking projects; if they complete a project and enjoy the end result, they'll embark on another project.

On top of all this, we also have the advent of the digital scrapbooker. We've heard from lots of customers that they're dabbling in digital or have gone full swing into it. But they still LOVE their paper and stickers and such; we can't give up on these people. If "going digital" helps them minimize the overwhelming piles of photos, great, but we can still entice these customers with other papercrafting projects. (And there are plenty of non-digital folks too.) – Elizabeth Boyle, Treasury of Memories, Bellingham, WA

It was with great interest that I just read the CLN article about Notions Marketing and Herb Lantinga. Having been involved in the craft industry for a number of years (florals), I came to know many of the individuals and companies quite well. NM stands out at the top of the pedestal. In my 37 years in the industry I have never heard one negative word about Notions Marketing. I know of no other company in my experience about which I can make that statement.

That is quite a testament to Herb and his organization. And it begins at the top, with Herb. To read that the city fathers have given NM a "tax break" is refreshing, especially today. For sure, Herb Lantinga would never ask for "stimulus money," but here is his company adding "stimulus" itself by investing in the future of his company in his own city. Hats off to Herb Lantinga and Notions Marketing. – Casey Casebolt, Gerson Int.

The CHA Summer Show's move to Orlando muddled the issue of the state of trade shows. The fact that it was smaller was no surprise – TNNA and NAMTA shows were, too. That can easily be blamed on the recession. But the decline was steeper than other industry-related shows this year. Was that due to the move to Orlando, or would the decline have been the same if the show had remained in Rosemont (Chicago) because the number of scrapbook retailers is down? Or, is the industry evolving to the point where it may not need two shows a year? Only time will tell. But clearly the (surprise?) success of the Orlando show means the summer show will continue, somewhere, for a while.

JEWELRY. Kalmbach Publishing has launched its online "Jewelry Classes on Demand," conducted by Linda Augsburg and the editors from Art Jewelry, Bead&Button, and BeadStyle magazines. Each class includes a video presentation demo how to make the project or do a technique in its entirety, as well as a downloadable PDF of the instructions. Visit www.iamplify.com/kalmbach/?cid=KM0016.

QUOTATION. "Wal-Mart has exited the craft and fabric business and some $800 million in sales is up for competition." – Vincent Farrell, The Street.com, a stock website.

FABRIC. One of the contestants in the sixth season of Project Runway is Christopher Straub from Shakopee, MN. He reportedly has admitted he buys his fabric from Wal-Mart. (Comment: Not for long, Christopher.)

CK UPDATE. Jennafer Martin, former editor of Digital Scrapbooking and Simple Scrapbooks was named editor of Creating Keepsakes by the new owner of the CK Media titles, New Track Media. Brittany Beattie remains as managing editor. New Track announced it will keep open CK Media’s offices in Colorado and Utah. Former CK exec Tina Battock was named group publisher for the former CK titles; the group is now called the Creative Crafts Group.

NAMTA. The Exhibitor Prospectus for the Int. Art Materials Trade Assn. 2010 show in Indianapolis is available. Visit www.namta.org or email exhibit@namta.org. ... The NAMTA Foundation, which awards college scholarships, received a $2,300 contribution in conjunction with the industry survey being conducted.

HANCOCK. Board chair Carl Berg resigned from the board effective Aug. 4 to devote more time to his other businesses. In a SEC statement, Hancock said Berg has "no disagreements with the Company on any matter." The directors elected Neil Subin, President of the investment firm, Trendex Capital Management, to serve until the next annual shareholder meeting.

YARN. Coats & Clark is retiring the Moda Dea yarn line, but patterns are still available at www.coatsandclark.com. "Moda Dea was a very successful fashion yarn range Coats & Clark launched in 2005 at the height of the fashion yarn craze," President John Laurie told CLN. "We have made the decision at this time to 'retire' the brand (or at least give it a sabbatical), and concentrate on our two other brands, Red Heart and TLC. Red Heart has expanded its range, and has recently added several 'fashion forward' products such as Heart and Sole, Eco-Ways, Eco-Cotton, and Eco-Ways Bamboo Wool which might have been placed under the Moda Dea banner in the past. Our yarn sales have been very strong, and Red Heart has lead the way."

ART MATERIALS. The Int. Art Materials Trade Assn. launched a new website, www.WorldOfArtMaterials.com, that combines the previous websites for membership, consumers, and the NAMTA Foundation. NAMTA members can reach consumers by showcasing new products, offering projects or lesson plans, joining in discussions with artists, and listing retail locations, while also accessing industry resources such as statistics, legislative issues, breaking news, and an online membership directory.

DESIGNERS. Plaid is sponsoring a New Horizons award for CHA-member designers; $1,500 will be awarded to two artists based on achievements to date and professional goals. There are two categories: applicants with 1-5 years as a pro artist/crafter and those with 6+ years of experience. Visit www.plaidonline.com/articleDetail.asp?entry=article&articleID=488 

QUOTATION. "We have had to hire a dedicated person to babysit our 'testing' procedures, and frankly these new laws have taken the fun out of designing craft products for kids." – Industry Manufacturer

PHOTOS. In an auction by the bankruptcy court, the assets of the Ritz Camera were purchased by RCI Acquisition, which includes Ritz President David Ritz, for $33.1 million for the remaining 375 stores. The owner may keep all of the stores open, depending on negotiations with landlords, Reuters reported.

TECHNOLOGY. ScrapApp, created by Scrapbooks etc. magazine, is the first scrapbook mobile application for use with Apple's iPhone and iPod Touch devices. It provides consumers the ability to customize their Apple iPhones and iPod Touches with new scrapbook styles and gives owner scrapbook inspiration, coupons, etc. Available at Apple's iTunes Store.

CONDOLENCES. To the family of industry pioneer Ed Goldberg, 87. Ed was a long-time member of the HIA board of directors and one of the leaders of MATCH, the regional trade group in the northeast. In lieu of flowers, the family requests that contributions in his memory be made to The Alzheimer's Association, 399 Market Street, Ste. 102, Philadelphia, PA 19106.

STOCKS. A.C. Moore: $3.61, up $0.30 ... Hancock: $1.10, down $0.02 ... Jo-Ann: $23.30, up $1.29 ... Wal-Mart: $49.88, up $1.39 ... Dow Jones: 9,171.61, up 4.9%. (Note: All changes in price are since 7/17 and are exclusive of dividends.)

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

1. Some vendors may have realized they can have a successful show with a smaller booth and staff. That may affect their thoughts about the size of their booths at future shows.

2. The modern age virtually requires the use of social media (Facebook, Twitter, Linkedin, etc.) for every industry business.

3. Complaining and whining get you nowhere.

4. Consumers love our industry's products.

5. The professional (or semi-professional) craft producer is back, but in a different form.

6. Some truths remain constant. If a vendor has an excellent new product, he'll have an excellent show. Plaid's new Simply Screen™ screen printing system was a huge success with retailers and consumers alike.

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