Write On!

by Annette Elton and Poornima Apte

The National Stationery Show

Patti Stracher knows there has never been a greater need for people to connect to each other on a "personal level." The manager of the National Stationery Show says retailers who can offer their customers products that meet this need, can dramatically increase their profits. Stracher encourages gift shop retailers of all stripes to attend, as a way of really getting to know the hottest trends in the industry. "If you want a broad selection of the most innovative merchandise there is, this is the way to do it," she says.

For a show dedicated to staying in touch through the written word, it would only be logical that it would sponsor a program that reaches out to U.S. armed forces on the ground. This year too "Operation Heartfelt Thanks" will occupy prime real estate at the show. Organizers gather cards from many exhibitors and attendees can pen a personal message of thanks to armed forces deployed overseas.

Stracher points out that all gift retailers can enjoy success with stationery. GIFT SHOP magazine takes a look at three such retailers. They cover a wide spectrum—from Cath Kidston whose stationery selection enjoys a small but important part of her merchandise mix to 1st National Gifts in Skaneateles, NY whose customers travel miles to stock up on stationery.

Stracher emphasizes that the category is an "incredibly profitable one" especially for gift shops whose customers are often looking for just the right gift. "In an increasingly competitive landscape, expanding merchandise selection to include more than just cards makes business sense," she says.

As for the National Stationery Show, it will be held May 20-23 in New York. "We are not just talking [greeting] cards here—there are invitations, boxed notes, handcrafted stuff, journals, personal correspondence materials, every little detail is gorgeous," Stracher says, "The show is every retailer's dream show."