What about the National Stationery Show?

While in Atlanta, a greeting card vendor in the Building 3 temps asked whether or not I thought it was worth participating in NSS this May. “After all” he pointed out,” retailers aren’t going to as many shows this year.” One particularly large NSS vendor he knows is planning to call GLM to renegotiate his booth contract after having already committed.

While it’s true that retailers can’t afford to make as many trips as usual this year, it’s also true that paper vendors who skip NSS are rolling the dice on some pretty steep odds.

See, there are lots of gift shows to choose from. If a store can’t make it to a cross-country show, they probably have a regional option to fall back on for less expense.

But paper has one show-—one big show-—and paper retailers know it. They sure as heck aren’t going to skip over it, bypassing once-a-year releases and hundreds of non-mart, non-rep lines. Of all the market trips they make each year, NSS is the most critical.

To vendors thinking that NSS is optional, good luck. Don’t expect sympathy-—or orders-—when you come with hands out a month or two later. And don’t think buyers will clamor to your booth the following year if you leave them high and dry. This is the time to build relationships and lock in loyalties, not to make it harder on accounts to find product.

Also, don’t expect sympathy when complaining about the cost of exhibiting at the show. GLM doesn’t get a break from the Javitz or the unions, so trying to strong arm them after you’ve committed to a space is the equivalent of retailers calling to renegotiate the purchase price of orders you’ve boxed up to ship. Everyone’s groaning under the weight of what these show trips cost, but smart folks understand it’s an investment as necessary as payroll and marketing.

If you’re really hurting financially, downsize. Pair up with another vendor and share space. Do something…anything…to be there. But don’t begin throwing punches or pulling back unless you’re ready to receive your own black eye.

As an additional word of warning, buyers are cutting their trips shorter across the board, from gift shows to NSS. If Plan B includes an off-premises appointment or event, brace yourself. Forcing time-strapped retailers to choose between seeing one vendor in a hotel versus twenty at the Javitz in that same two hour time slot, well…. Not smart.

In today’s market, the goal is to get your product into retailers’ hands, come hell or high water. For four days, they’ll all be in one place, at the Javitz. Whadaya say you show up too?