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. Iím
predicting this because Iíve been hearing versions of these two
complaints at every show Iíve ever attended.
"Itís 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, "Itís
become a macrame show." That was followed by, "Itís
become a cross stitch show," and then "Itís become a
These complaints are and were made by folks not involved with
scrapbooking, macrame, cross stitch, and wearables. There isnít
much to say to them, other than, "Sorry youíre 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 shouldnít 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 donít have room for some
enormous new category. I want items to help sell what I already
Which brings me to complaint #2: "Thereís 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 theyíve seen.
Successful retailers find the great new items; thatís one
reason why theyíre successful. If you walk the show and conclude
thereís nothing new, then you havenít 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, donít 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.