Happy Holidays! I hope that this newsletter finds you in the midst of brisk holiday sales.

My head is spinning with all the promotional opportunities for retailers during the season – including, of course Black Friday, but also Small Business Saturday. We recently ran a contest for NSS retailers to share details of their Small Business Saturday promotions, and selected three random winners from those who shared. Read on to find out who won, and what they did! There’s still time to incorporate some of these fun ideas in your last week or so of sales before the holiday season is done.

We are working to deliver a great experience for the buyers and exhibitors of the NSS, and I am so excited to be able to share with you that the NSS will have its first “Broadway Bound” event during the Show! We have secured a limited number of discounted tickets to the popular Broadway hit “Beautiful: The Carole King Musical” for the Sunday night of the NSS. You’ll be able to order your tickets through our registration system later next month, but I am letting you know now so that you can contact your industry friends and plan your visit to include this “Broadway Bound” program!
 
Also, many thanks to the companies participating in this month’s issue of Paper Clips. I loved reading the tips shared by retailer Metro Home Style and appreciate hearing about the specials that have been offered by some of our Show’s exhibitors. I hope you do, too.

For now, best wishes for a happy and healthy holiday season, and cheers to a wonderful new year.

Metro Style Home

After several years as a graphic designer and the owner of an antique business, Linda O'Boyle opened the lifestyle gift boutique, Metro Home Style, in 2006. Located in the trendy Franklin Square neighborhood of Syracuse, NY, Metro Home Style offers a carefully edited selection of accessories, stationery and gourmet items. Here, O'Boyle shares more about what makes her shop so special:
 
1. The building the store is located in was built in 1890 and was originally home to the Amphion Piano Player Company that invented and built player pianos.
 
2. Many store fixtures were acquired from the older homes of friends and relatives, including doors repurposed into freestanding shelving units and windows that function as wall decor and room dividers.

3. While at market, I make it a point every day to note 10 specific store ideas inspired by displays, product, a conversation with other retailers or vendors, or something I see/do in the market's host city. At the end of the business trip, I have 30-to-40 solid action items to return home with.
 
4. Our boutique has a "Card Table" where customers can sit down and use our pens, stickers, stencils, washi tapes, rubber stamps, colored pencils, etc. to write out the greeting cards and to decorate the envelopes of cards purchased in our store. We provide a postage stamp and mail the cards if the customer wishes.
 
5. Customers' favorite add-on items to their stationery purchase are pencils custom printed for our store; we sell hundreds every year from our pencil bar.

What has been your most successful promotion for gift and stationery retailers?

"Our most successful promotion for the Brother ScanNCut2 home and hobby cutting machine was inclusion of an extra-value Rhinestone Trial Kit, which adds a touch of sparkle to custom, unique gifts. This extra-value was a limited-time offer at launch of our new electronic cutting machine. ScanNCut2 is a completely stand-alone device, so no computer or software is necessary for cutting a wide variety of materials. Personalization can be done in minutes for most paper, vinyl and fabric items. A Rhinestone Starter Kit is also available separately that includes all supplies needed for one-of-a kind projects."

– Myriah Hilbert, Sr. Product Marketing Manager, Brother International Corporation, a leading supplier of innovative products for the home-sewing enthusiast, headquartered in Bridgewater, NJ. 
 

"Our most successful promotion has been free shipping. The gift and stationery retail customers generally appreciate free shipping over any discounted items or sale. When we offer or promote free shipping, we tend to see an increase and spike in sales orders."

– Vincent Papasedero, Marketing Project Manager, True Brands (formerly True Fabrications), a leading designer and supplier of beverage lifestyle accessories worldwide, headquartered in Seattle, WA.
 

"Our most successful promotions have included a gift with purchase. Among these promotions have been receiving a free leather pen when spending a certain dollar amount; and a baker's dozen – buy 12, get 13 of our leather placemats and more."

– Carol O'Connell, Vice President, Graphic Image, based in Melville, NY, which creates beautifully constructed, hand-bound leather books and accessories.

Localization

Consumers are showing local pride by purchasing products that feature their city and/or state emblazoned on a variety of gift items. These location-centric items also make great gifts for out-of-town family and friends, and are often bought as vacation souvenirs. You'll see a selection of city/state merchandise this May from these and other NSS exhibitors.

NSS "Small Business Success Story" Winners Announced

The winners of the NSS's "Small Business Success Stories" contest are Amy Rutherford, President of Penny Post in Alexandria, VA; Mary Billings, Owner of Love of Character in Wichita, KS; and Helen Edell, Owner of Alligator Soup in Las Vegas, NV. Each won a $100 American Express Gift Card for sharing stories of successful promotions: Rutherford set up a pop-up space with postcard-writing stations on Small Business Saturday; Billings offered fun swag bags on Small Business Saturday; and Edell treats customers to hot drinks and cookies in addition to offering discounts.
 

Writes For Women

The stationery industry's non-profit organization raising funds and advocating for women's rights – has partnered with Dahlia Press to create a limited-edition "Women's Rights" art print. The print, which reads "Women's rights are human rights," was designed by Writes for Women Founding Board Member Stephanie Clarke, owner of Dahlia Press. Limited to just 250 numbered copies, the print measures 8" x10" and is letterpress printed on ultra-thick Colorplan vellum blush-pink stock donated by Legion Paper. It sells for $20, with 50% of all proceeds will go to the Ms. Foundation for Women. To purchase, click here.
 

Younger Consumers Plan to Spend More for the Holidays

A new survey released by the National Retail Federation and Prosper Insights & Analytics shows that young adults (18-24 years old) are the most likely to show an increase in spending this holiday shopping season. Among those aged 18-24 – which includes the oldest members of Generation Z – 46 percent say they will spend more than last year. The next closest group was those aged 25-34, with 39 percent planning to spend more.

National Stationery Show • 1133 Westchester Avenue, Suite N136 • White Plains, NY 10604 USA