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The trends, the issues, and productive business strategies.

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New study pegs market at $1.2 billion.

by Mike Hartnett (July, 2003)

A new study, Stationery & Greeting Card Report, 2003: The Market, The Competitors, The Future Trends, says scrapbooking grew 29% in 2002 and is the fastest growing segment in the stationery market.

The President of Unity Marketing and author of the study, Pam Danziger discussed the study during her featured role as a Retail Summit speaker at the just completed ACCI show. The study is interesting because it was conducted by a company outside the scrapbook industry -- with no ax to grind -- and looks at our market from a stationery point of view.

Danziger reports that greeting card purchases are up but the dollar volume is down. "This industry has been negatively impacted by rampant discounting and deflationary pressures as mass merchants and discounters now capture 24% share of the market with discount and off-priced cards and stationery items."

So who's the star of the stationery industry these days? Scrapbooking. Here are excerpts from the study's summary:

1. "Scrapbooking is an important new consumer passion that is just emerging on the horizon. With a sales jump of 29% in 2002, scrapbooking is the fastest growing segment in the stationery market with $1.2 billion in consumer sales."

2. "Despite vibrant growth, the scrapbooking market has only begun to hint at its full potential. Today only 20% of adult consumers have purchased scrapbooking supplies in the past year, trailing behind the 67% of consumers who bought greeting cards; 61% who bought gift bags and wraps; 44% who bought calendars; and 37% who bought boxed greetings, notes and invitations."

3. "While purchase incidence remains narrow, stationery consumers spend the most annually on their scrapbooking hobby, an average of $54, as compared with $38 on greeting cards and $34 on boxed greetings. Scrapbooking is also the stationery category where the highest percentage of consumers, 44%, report they spent more in the past year, as compared with 24% of greeting card consumers."

4. "Scrapbooking is a hobby that uniquely fits our stressful post 9-11 era. It creatively connects families with their past, present and future. Its appeal crosses generations, genders, and age ranges. Key to the future success of the scrapbooking market will be its ability to make the quantum leap from the niche-focused craft market into the mass-market realm. The Michaels craft chain just opened the first of a chain of stores devoted to scrapbooking, called ReCollections. This launch may broaden exposure beyond the traditional crafting market and bring scrapbooking into the main stream where it will really blossom."

5. "Our survey of some 50 stationery companies identified a huge missed opportunity in the marketplace. Consumers say scrapbooking is the hottest category in the stationery market today, yet under 10% of the stationery companies surveyed offer products to this growing market. Stationery companies need to venture beyond their comfort zone of greeting cards and traditional stationery products to capture some of the dynamic growth and market potential available in the scrapbooking trend."

Danziger is also the author of Why People Buy Things They Don't Need (Ithaca, NY: Paramount Market Publishing, 2002). For more information about the study, visit www.unitymarketingonline.com.



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