Stationery Trends Magazine

Summer 2008 Editor’s Letter

Back For More By Sarah Schwartz, Editor It was so rewarding to see our premiere issue all over the National Stationery Show. Even better, to meet our readers and be so well received by them was a wonderful experience! But in the publishing business, you're only as good as your last issue — so here we go again. In this issue, we examine the baby and juvenile markets. In my first letter, I compared launching a magazine to giving birth, which not only brings a new life into existence but also creates a mother. She is the primary purchaser of most baby merchandise — though her friends, family and co-workers can't be overlooked, either. To take her through the life-changing event there is a bevy of product, from pregnancy greeting cards to shower invitations, birth announcements to thank-you cards. And there's so much more for…  » Read more

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The Baby Market from A to Z: A Photo Essay

Twenty-six ways to create a storewide baby boom By Sarah Schwartz, Editor Although the economic outlook is pretty grim, one thing is thriving: our birth rate. According to the final 2005 report and preliminary 2006 report on births from the Centers for Disease Control and Prevention, America is experiencing climbing birth rates. In fact, we're having a bit of a mini-baby boom, with an increase of 3 percent from 2005 to 2006. While that figure might seem paltry, it's the largest single-year increase since 1989 — and the largest total number of births since 1961. So, it's natural that everyone wants theirs to stand out. “New parents want to express their individual style and personalities through their baby announcements and notecards,” said Karen Bullard, owner and artist of karen cole paper. Interestingly, selections often become more about personal style than the baby itself. “Consumers want…  » Read more

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The Gift of Greatness

Create a baby-friendly presence with fabulous presents and d�cor By Sarah Schwartz, Editor While birth announcements and personalized stationery sales may be the backbone of your baby business, they're far from the only source of potential profits in this blossoming category. Dimensional product like plush, home décor and toys may be the traditional domain of gift, toy and children's stores, but if cleverly selected and presented, these categories resonate equally well (if not even better) in a paper-focused venue. “It is almost always a sure winner to buy something you normally wouldn't,” offered Mauren Galison, sales manager of Mudpuppy. “Customers love surprises.” Even if you have ventured into other categories, it's worthwhile to examine what's going on in those industries from time to time. “Retailers are often pleasantly surprised to capture more sales when they adopt a fresh outlook about a product line they've carried for…  » Read more

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What A Mom Wants

Some organization and a little humor are a good start By Sarah Schwartz, Editor This story is about a market of powerful decision-makers that has been around literally forever. While the products you stock have always appealed to this lucrative group, they weren't created with the group's unique needs in mind — until now. To find this market, look no farther than the women pushing the strollers of adorable babies everywhere. Yes, it's the Mom Market, and it's more complicated than you may think. “Every mom is a working mom, whether she goes to an office, runs a business from home, volunteers her time for some worthy cause or manages her kids, their schedules, her household and so on,” explained Nina Korelitz Matza, creator and co-owner, Whomi Products. “Whatever her 'work' life looks like, she is juggling a lot of balls, and those balls need…  » Read more

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