Today’s Scrapbook Update guest blogger is Mike Hartnett.
Mike Hartnett, who has been a fixture in the crafts industry for over 30 years, is the publisher of the online crafts industry journal CLN Online. His extensive resume also includes being a former CHA board member and the publisher of Craftrends magazine.
I’d like to ask the Scrapbook Update readers for some help. I’ve been reporting on the overall “craft” business for 30 years, and chronicled the rise and fall of numerous trends – macrame, counted cross stitch, wearable art, dollmaking, decorative painting, and the list goes on. I edited two trade magazines and now publish an online business newsletter, Creative Leisure News. Scrapbooking has been, by far, the strongest, longest lasting trend in the history of the industry. Nothing comes close.
But like many trends, it inspired a number of enthusiasts to open stores. But too many were missionaries, not merchants, and when the initial fervor of the trend cooled, their stores were in trouble. Many closed, pulling down with them a number of small manufacturers who depended on sales to independent retailers.
So when you look around and see that a number of stores have closed, some manufacturers have gone out of business, and a couple of magazines have shut down, it’s easy to conclude that the consumer’s interest in scrapbooking is fading.
But is it? Consider:
1. Perhaps the market is only changing, that consumers have moved to other stores and the Internet.
2. Thanks to the economy, every category in the industry (jewelry-making, knitting, etc.) is seeing their hard core enthusiasts spending less. They’re not crafting less, they’re simply using up what we call their “stash.” That’s probably happening in scrapbooking, too. If consumers are scrapping as much as ever, just not buying as much, then won’t they start buying again when their stash is depleted?
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This is a common topic for discussion on the scrapbook message boards. We’ve all seen the obvious signs of decline in the scrapbook industry ~ LSSs closing, loss of scrapbooking magazines, scrapbook companies shuttering, etc. I think we were at the top of the roller coaster, and now we’re in the free fall down. It was almost too much of a good thing, with a saturated market, and everyone getting a piece of the pie. As shoppers, we took full advantage of that and shopped our hearts out. Now we do have plenty of product, so while the need to buy things is no longer there, nor the expendable cash we used to have, we still have some money to spend occasionally and can sustain but a portion of the scrapbook industry that we used to. In other words, it will shrink substantially but I don’t think it will entirely disappear. And I don’t think the number of scrapbookers has drastically shrunk. Everyone I know is scrapping MORE than they used to; hey, it’s cheaper than eating out or going to the show, LOL!
I think a good deal of the “problem” has also been the number of converts to digital scrapbooking, and I’ve never understood why paper scrapbook companies and those who profit from paper scrapping (magazines, CKUs, designers, manufacturers, direct sales companies, etc.) have and continue to so strongly promote it. It has clearly backfired. Digi scrapping is not an industry that very many can make substantial profit from, and that should’ve been plainly obvious from the start. The paper scrapbook industry shot themselves in the foot on that one (I’m not dissing on digital; just saying from a purely business perspective).
I’m sad to see the scrapbooking industry in the this state, but we’re not the only hobby feeling the pain. I predict that when the economy recovers, so will the industry. Like you said, after months/years of “shopping our stash,” we’ll be ready to replenish it. The roller coaster ride will slowly climb the hill again and I can’t wait until that time comes
[...] a wonderful discussion of why the Peas think the scrapbook industry has tanked HERE. And a related ARTICLE on SCRAPBOOK UPDATE called “Is Scrapbooking Fading….Or not?,” is asking for your [...]
I understand consumers are spending less and this has an impact felt beyond the LSS. However, I honestly believe this is just another sign of the times. An over saturated market resulted in scrapbookers having so many items in their “stash” that they are now sitting back and waiting out the economic downturn by simply using what they have. When they do spend their dollars, it’s for items that can be used for multiple purposes.
Provo Craft has been hugely successful with the Cricut and I believe they will continue to do so because they have a product that they have continued to expand. The Design Studio software gives you a product that allows you to use your Cricut much like the Wishblade or Pazzle without having to buy another new system. While a bit pricey when introduced, I purchased my Design Studio software at Walmart for about $55 and have gotten a great deal of use out of it because it expanded what I could do with my cartridges. You can now find it for less that what I paid.
It’s too early to tell whether the new Gypsy will be a hit but I purchased it because I like the idea of being able to work on my layouts while away from home and then save time by using the ideas stored on the Gypsy once I’m home and ready to create a layout. If Provo Craft keeps the Gypsy updated with new ways to use it, I think it’ll be a big hit but it may take time to grow on the marketplace. Introducing it on HSN was a marketing bonanza as it allowed those who wanted it but didn’t want to pop for the high price tag in one chunk to purchase using HSN’s in-house payment plan. This was a great way to make it affordable in a slow economy. As those who purchased it begin to use it and share on their blogs and forums, I suspect the Gypsy will grow in popularity.
I know many scrapbookers and their passion for the craft has not diminished. Instead, they are being creative about how they spend their dollars and using the things they have on hand. Once people feel the economy is on better footing, I look to see scrapbookers opening their pocketbooks and spending at places like Hobby Lobby, Michael’s and JoAnn’s. Unfortunately, many LSS don’t offer the coupon benefits and huge sales that you find at the larger stores. I once lived near a LSS that allowed you to use a JoAnn’s or Michael’s coupon in their store. Being able to do so drew me to the store because they sometimes had items I wanted but weren’t necessarily available at Michael’s or JoAnn’s. While there, I always picked up a few other items so I was spending my extra dollars at the LSS. It was a great idea but then they placed a $20 minimum purchase in order to use the coupon and sort of shot themselves in the foot. They are still in business but I don’t go out of my way to shop there now. I believe they should have left accepting the coupon without restrictions and allowed it to do what it had always done…draw in customers!
I believe scrapbooking satisifies not only a creative need but a need to preserve our lives in a way that nothing else has. I think it’ll continue to be popular and the companies and stores who adapt to the changing market are the ones that will benefit from the consumer dollars. Scrapbooking isn’t going away…it’s just playing catch up with itself. When all is said and done, the market will be different but that’s not necessarily a bad thing.
As for the magazines that have closed, it’s a sad thing for sure but even Reader’s Digest has filed bankruptcy so that tells you that the world is changing and people aren’t spending their dollars on magazines. My parent’s have subscribed to Reader’s Digest for most of my life but when the content became less interesting and more about advertising dollars, they let their subscription lapse. It’s a vicious circle…the magazine needs advertizers but not at the expense of content. I believe that happened with the scrapbooking magazines too. There were too many repeated articles (how many times does a magazine need to run articles on chosing your color combinations before boring the consumer?) and not enough quality articles about what scrapbookers are interested in. One hugely popular area of interest is how scrappers set up their studios and store their product. This was a section I personally looked forward to in any magazine I subscribed to. However over time, someone decided we weren’t interested in this or decided that the featured studios had to be designer studios rather than places where the ordinary scrapbooker created. I think not understanding what the scrapbookers wanted contributed to the downfall of many magazines.
I look forward to seeing how the scrapbook industry adapts. Change is in the works and those who figure out what we scrapbooker’s want are the companies that will still be around when all the dust settles.
Yes, yes, yes…. the sky is falling! But it’s not the end of the (scrapbooking) world. It’s the same old formula: as the big stores jumped on the scrapbooking bandwagon, prices plummet due to volume buying and other factors (longer store hours than local scrap stores, one-stop shopping with groceries, household items and scrapbook supplies all in the same shopping cart, etc.), so the local and independent scrapbook stores can’t compete.
Also, many, if not most, scrapbookers have entire rooms to themselves, fully kitted out with the latest and greatest and we simply are oversupplied right now. The danger is that once the consumables are used up, we’ll start buying again…..but will the supply be available?
I also agree with the poster about digital scrapbooking. The only saies that digi stimulates are A3 printers! Even magazines dedicated to digital scrapbooking can’t survive.
I am one of those hardcore scrappers who is shopping more out of her stash. Guilty. I have also started working again after being a SAHM for years. I just don’t have as much time to crop as I did in the past. Therefore, I fit it in late at night, early in the morning or when I grab a chunk of time such as dinner is cooking. I don’t have the time to run to my local store and need to ‘make do’. My local store is over 30 minutes one way but I had a store that was 10 minutes from my home until two years ago.
I think some indy stores also ran into the problem of being run like a hobby rather than a hobby related BUSINESS. The economy has cut some of those from the landscape, much like survival of the fittest. The remaining stores are pretty good, but I notice that sales are fewer and farther between as they become the only game in town.
Ditto on the digi scrapping. I understand it, but don’t do it as I enjoy the therapy that scissors, adhesive, and paper provide. Digi scrapping is not helping the local stores and I am confounded as to why the industry promotes it.
While it is true for the average digital scrapbooking store from the poster above where they stated that:
“Digi scrapping is not an industry that very many can make substantial profit from, and that should’ve been plainly obvious from the start.”
due to low cost of entry and the fact that every wanabe with photoshop thinks that they are a designer.
It is NOT true of the two largest digital scrapbooking stores that truly treat and act as if this were a business (DesignerDigitals and ScrapGirls). I cannot speak to ScrapGirls details only our own but we have seen explosive growth and profitability over the last several years and do not see this stopping. Digital scrapbooking allows customers in ever country on the planet to get quality designs immediately with no shipping or import tax costs at all. Half our customer base is outside the United States and continues to grow. And as more and more people have access to the Internet this will continue to be a strong revenue source for us.
Randy, Thanks for chiming in for the digital scrapbookers. I second your opinion and would like to add my own. Digital is becoming more in demand than ever. It is profitable when run like a business. The reason the industry is promoting it is due to the fact that the surveys show that customers are interested – especially in these tough economic times when they can buy the same amount of product digitally for $8.00 that would cost $30 traditionally and use it over and over again.
For years the industry tried to ignore digital until it grew on its own to become a market segment so large that the industry HAD to take notice. If only scrapbook stores would have embraced digital and learned how to implement it into their stores, I think things would be quite different now.
I truly believe there is a place for digital and traditional and hybrid – even in a local scrapbook store. The answer to LSS woes is not to bury their collective heads in the sand and ignore digital – but to realize that they have customers and brick and mortar and they can profit from digital – education, partnerships with product, and consumables that go along with digital.
If you want to understand why we all should be taking digital seriously, I highly recommend the book, Who Moved My Cheese by Spencer Johnson. Like any industry, the cheese in the scrapbooking world is moving – people can deny it or embrace it and profit.
I’m one who is scrapping as much as ever (in fact, probably more now) but buying much less. I used to put in several large orders a year with an online store, and now it’s down to maybe 2. I’m using my stash, not for economic reasons, but because my stash became HUGE from all those orders I used to place. I simply have product overload now, and there are only a few new releases every year that I will purchase and I make a whole lot fewer impulse buys.
I have been scrapping for 10 years and don’t see myself ever stopping, but I think that if I scrapped from now until I was a little old lady I would never actually use up my stash.
I have to agree about the sudden digital wave-personally I feel like it’s kinda cheating-I enjoy the quite time of going into my scrap space and designing things by hand-being able to do that instead of picking things someone else has designed and simply placing with a click is not something I’m into-I have photoshop but I use it for my pictures nothing else
As for the stores at least in my area I have slowed my shopping simply because the way the lss are cutting back. They are letting the more talented experienced people go and hiring younger people that don’t know any thing about the products and have only been crafting for a short time. They may be creative but they just don’t have the knowledge the other girls did.
I too am shopping my stash. When the companies were doing good they gave you product in the masses. (not that that’s a bad thing) but seriously it’s gonna take you awhile to use 100 brads. Or stacks of 100 pieces of paper etc. I like the cheaper prices for smaller quanity’s I have so much over load that I’ve participated in two “scrapping” garage sales and made money on selling my overstock.
I don’t want to see the lss go out of business places like Michaels or Joanne’s take forever to get new product into the stores and the supplys get boring and tiresome while the local stores get items in a better time frame. Things like the convestions are a great place to get the items you might not be able to find anywhere else. As for shopping online I did that too but I don’t like paying for shipping so I’ve stopped that unless I have a large order that gives me the free shipping
As for the magazines-they show things that I simply don’t have time for on a page AND most importantly they only feature companies that pay for the adverising. I’m letting all my current subscriptions go but I may start getting BHG etc simply because they address the current “real” trends and I don’t feel like I’m being sold anything when I read it. If there was a magazine that should have gone it should not have been simple but some of the other publications.
I understand the trends I work in retail-I don’t think scrapping will ever go away at least for the die hards BUT the stores have to move with the trends and understand what their customers are going through-listen to them rather then cut back in ways that may offend the buyers of the product you carry. It will get better we just have to ride out the storm.
I don’t think any ONE thing is to blame, I see it as a number of things that the trend is coming to an end, and the industry is slowing down. You only have to look at the number of stores closing, mags closing and manufacturers closing.
Digital scrapbooking isn’t a fad, it isn’t cheating and to the poster above if you’re using SB paper and embellishments you are already using things someone else has designed, no different to digital! In fact for a lot of paper product you may be surprised to learn that a lot of todays digital designers are the ccreative genius behind those paper lines! Digital the same process it just doesn’t use actual product, just pixels. I do think digital has impacted paper sales, but the SB economy isn’t just about paper manufacturers. Paper manufacturers were pretty slow on the uptake in getting into digital, a few have managed the transition, but for most digital scrapbookers it was too little too late. And this from someone who enjoys both digital and traditional scrapbooking. As for the comment about digital not being able to sustain a paper mag, that IMO was pretty stupid. The lead time for mags is 6 months, by then the digital trends have shifted, digital ppl are used to things instantly. This is why ezines are big in the digital SB industry. Digi ppl don’t want to know what was made with product from 6 months ago, the trends changed, stores changed, designers move stores. You have to keep up with the changes and a mag with a 6 month lead time is not going to do that!
For me personally the issue is to do with the amount of supplies I have. Like someone mentioned a whole room dedicated to the craft. Why would I need more supplies? I have enough paper to scrap for 3 lifetimes why would I need more. Not only that the product being released now isn’t knocking my socks off. Most of it looks like product released previously or just isn’t my taste. Why would I buy more product when I already have more than enough. I can honestly say that I didn’t even look at the latest CHA releases, why bother? I know I don’t have the inclination to buy more product when I have tons sitting here unused!
One big issue IMO has been the scandals and unprofessionalism in this industry. This kind of thing wouldn’t be tolerated in other industries. The whole hofgate saga, CK not paying designers, manufacturers not paying DTs etc. Word travels in this industry.
SBing was a huge trend and everyone wanted a peice of the pie, with every soccer mom opening stores or manufacturers. No wonder the industry is slowing down, it was a victim of it’s own sucess
I’ve been traveling all over North America for the past several years as an instructor for this industry.
I am seeing the 15-years-in-business stores that have a business plan; and are innovators. They will still be around when the ’stash’ is depleted because they continue to offer their customers the social environment they want and the techniques and tools to allow them to make something old feel new again. Even if it is taking a hideously garish piece of single-sided birthday paper and simply flipping it over to the white side and creating their own new paper background with ink and technique.
What I’ve seen is a massive downward trend in taking classes that are ‘cute project’-oriented and a massive upward trend in taking classes that are technique oriented. People seem to want to know how to use what they have better. And once armed with that knowledge are definitely spending their money, but on the technique-tools that they have learned.
So many have a massive stash of paper, chipboard and the like at home. Show them how to modify and embellish those supplies with techniques and tools. Enable your consumers with technique and they will make purchases.
Personally, my savings habits have changed. I save more money from my income. I also work more so that I can allow myself to continue to purchase supplies, organizational tools and technique-tools.
As to digital scrapbooking, I say ‘fear not’ and instead apply those same techniques and tools to the printed media they output on their printer. Teach basic classes on Photoshop Elements and photography. What I tell my students is that if they have ever printed out journaling on a computer then they ARE a hybrid scrapbooker. Get over it and learn how that tool can help you – whether it is turning a photo into the background you could never find for lacrosse-themed paper. You can still apply chipboard, adhesive, glimmer mist, etc. to that printed-out layout. Most of them have no idea how to print something out that is 12×12. Show them. Embrace it.
Take techniques and surfaces that have your customers saying ‘huh?’ and turn it into ‘A ha!’. It works. And you probably already have that massive stash of technique products and tools right there in your shop that nobody knows how to use well or demo. Focus on that and be a resource.
Many, many good thoughts here. I overbought during the good times, but have not added to my stash since 2005, way before the economic downturn, so perhaps my experience is different. I shopped everywhere — online and LSS; I went to three CKUs, attended local retreats, took classes and loved it all. I learned a lot about color theory, design basics, storage options. I bought tools, too, and hundred of paper punches. I was mad about patterned paper. What turned me off around 2006 was when new product started driving the hobby. I wasn’t interested in the “new look.”
You asked for advice, right? I would look to other hobbies, some of which are enjoying a revival. Knitting has been around for hundreds of years. Some knitters became scrappers, too. Some quilters and cross stitchers became scrappers. Scrapping must compete with other hobbies for consumer’s dollars and time. The knitting, quilting and scrapping manufacturers must understand us. Not everyone is interested in being on the cutting edge. We are not interest in crackle painting our paper, covering it with masking tape and multiple layers of rubons. When we knit we don’t incorporate beads, mylar, or sculpture. We want good quality paper, multi function tools and the knowledge that products we like will available in the future. If DMC announced that their floss colors were being replaced quarterly, we would all buy hundreds of skeins of our favorite colors and stop buying. Stop allowing the designers to drive your product and you will get us back.
I have bought more in the past year to add to my stash that I have for a long time. That is mostly due to discovering that this hobby helps me to relax and keep my little life in balance. I consider it a therapeutic drug that helps me to be a better wife and mom. But, the way in which I have bought more in the past year has been through sales and coupons. My favorite LSS is an hour away. The one close by is okay but usually only get new Bazzill when I’m there. I think the industry is just slow like everything else. It will pick up again. To me there are SO many cool things out there that I could honestly spend a small fortune on them. But when I look ath the amount of paper that I have (it’s not a ton compared to others but a lot for me) I could honestly scrap and make cards for the next year and only need adhesive. I would agree with other posts that this is an industry that combines a hobby plus family records and memory preservation. That trend may change it’s face in the future but I don’t see it going away anytime soon.
a friend who has been scrapbooking for 10 years, introduced me to scrapbooking about 2 years ago, and I’ve been hooked ever since. I’m really too new to this to really have any thoughts on if the hobby is fading or not, but I certainly hope it’s not fading. There will always be people who give up on hobbies, but as with my friend who drew me into it, it’s the die hard scrappers who need to pass on the hobby to others. I wouldn’t have had any idea where to begin if I didn’t have the one on one assistance of my friend to help me get into this hobby.
The economy has definitely played a huge role in the amount of money being spent on the hobby, but you’d never be able to tell with all the haul videos I’ve seen on youtube! I love Noell’s tutorials, but have you noticed how few gadgets she has? She’s totally into making her own embellishments, and you can tell that she is very frugal and only buys things she needs and know she’ll use.
I think the majority of scrapbookers have stashes of things still sitting unopened, and more stuff already than they’ll be able to use in this lifetime, I think we still buy, but maybe not to the extent that we used to, and have been dipping into the stash more. The stash will run low, new more exciting things will come out, but instead of rushing out to buy, I think we’ll mull it over first as opposed to spending right away.
I agree with PunchPrincess. I think somewhere along the way, the hobby forgot what it’s about–preserving memories. While it’s fun to play with all the latest and greatest (and I’m guilty of being a new product hoarder/monger), most people are happy to have the basic supplies and they want to know how to use them so they can get their albums done. They could care less about scrapcelebs and design teams.
I did an informal survey and found that while only about 4% of traditional scrappers have gone all digital, over 40% are dabbling in it, thinking about trying it or doing it about half the time. Stores haven’t wanted to try to capture any of that lost traditional revenue. If I’m doing digital half the time, I’m probably buying less at my LSS. I have spent the last couple of years trying to get stores to accept profitable ways to offer digital services to their customers. The results have been disappointing. Many store owners will tell me, “I don’t have ANY customers interested in digital scrapbooking.” Yes, you do. There are lots of ways to make your store a “digi friendly” destination without investing much time or money. But, store owners would often rather put their heads in the sand about digital largely because they don’t understand it or are not interested in it. To some degree, digital scrapping has been a disruptive technology to the traditional scrapbook industry. I went all digital a few years ago and have been in my LSS only once or twice since then after spending probably $100 a month since it opened a dozen years ago. I have many friends who have done the same and stopped buying products. Multiply that financial loss by many thousands and it is part of the devastation.
The scrapbook store of 2009 looks eerily similar to the scrapbook store of 1999, yet the technology and the way many scrap has changed dramatically . And, I agree, somewhere along the way, we lost our focus and the “craft” side of it took over and it became a competitive sport. When people start refocusing on the reason they scrap – which is largely to preserve memories – they find they scrap with fewer “pretties” on the page and more memories.
Sitting here in my studio, reading through all these posts (even flipped to the Peas thread and read that). Lots of common statements that I agree with. I started scrapbooking almost 12 yrs ago, with the very few CM products I used back then. They’d fit in a little CM over the shoulder carrier. Flash forward to today. Here in my studio, creating nothing like those first CM simple LOs of my past, my paper stash doesn’t come close to equaling the incredible heights of many, however, I do have paper racks on the wall, along with ribbon racks, a turn style thingy that holds embellies, a book case and shelves that hold more supplies and tools. I don’t have the Cricuit or lots of other machines; just my old Sizzix and a Revolution. My DD says she will never give me another gift card to Archiver’s because I already have way more “stuff” that I’ll ever use in the rest of my lifetime. And, unfortunately, she is right. I joined the ranks of “horder” several years ago. I buy very little today. Not to say that I don’t buy anything, however, I shop from my own “store” right here before I buy at a real store.
As for stores, we used to have a goodly number of LSS’s in our area. They’re gone, having closed up 2 – 3 yrs ago, before the economy when sour. They couldn’t compete with the enlarged scrapping depts of JoAnns, Michs, Hobby Lobby, and then even Target, etc started carrying SB supplies. Then Archiver’s came into our area and that put the lid on local owned LSSs being able to survive and compete.
Then I look at what the manufacturers are all doing. They’re all producing the same looking things, with the same tired themes. I just saw some “new” Christmas line and my reponse was, “why buy that when it looks almost identical to some BG paper I still have from 2 or 3 yrs ago. I don’t call this NEW”. And, that’s the other big reason why I buy very little anymore. I don’t need more of the same. One company comes up with something really new (well, that, IMO hasn’t happened in a while) and every other company jumps on the band wagon to produce their own almost identical version of the same thing. Like, after a few companies did designs with Cherries for Winter 09 CHA, WHY did ,more companies do more designs with Cherries for Summer 09 CHA????? There is no originality in manufacturers anymore IMO.
And then, the rediculous prices for so much of what’s come out. Personally, I was looking forward to seeing the Jenni Bowlin line that was coming out for Summer CHA. But when Archiver’s got some of the products in and my friends and I looked at them, and the price tags on them, we said, “forget it! We’re not paying $5 – $6 for a little pack of chipboard buttons, etc.” And, yes, PP DOES typically cost $.99 or more at Archiver’s and other places.
And, finally, (is she EVER going to shut up, lol), I, and many of my friends, have become quite bored with the same few themes brought around every year by the manufacturers. I realize they are focused on making the biggest profit for their buck, but after scrapping for almost 12 yrs, there’s just a whole lot more that I do with my scrapbooking besides the annual Christmas, Easter, July 4th, etc, etc, etc. It’s the same “merry go round” year after year, so I’ve stopped riding.
I go to crops at my friends’ home several times a month, and I host a few friends to my little home a couple times a month as well. And, some of us occasionally do a crop at Archivers. We just pack projects that we are working on, and I travel very, very lightly.
None of us are into Digi SBing, we are too tactile for that. We are diehard scrappers, and we’ll stay with it. Where the industry, itself, will go, I’m fairly certain it will stay around. However, the manufacturers, IMO, just have never been in touch with real scrapbookers. They will have to find a way to get back to reality, get more creative, and make a Unique name for themselves instead of trying to look like each other.
I was a scrapper as a little girl back in the 50s, wandered off, but came back as a dedicated stamper and prospective grandmother in 1993 big time. No scrapbook stores around here back in that day, just Creative Memories salesfolk advertising in the local library. In the last 16 years I’ve watched all kinds of outlets like lss open up and recently shut down.
I’m somewhat relieved. I can shop my stash (love that phrase) for some time to come, but I had become appalled at the prices of things – people seemed to spend huge amounts on the cute embellishments. Where did so many get so much money? How much did their 30 page scrapbook cost? Most of those things I would only buy with coupons, but lately, coupons go only for tools that can be used lots of times.
At first I didn’t like the digital scrapbooks because they don’t have the texture, feel and originality of hand cut photos and papers, but when I started thinking of which books I would drag with me to the home for the bewildered when the time came, I realized my 12×12 books were HEAVY! They have to be laid on a table to enjoy. Photo books come in pleasant sizes, don’t weigh much or take much space in the bookshelf, and they hold lovely photos of people I love.
So, I still scrap the old fashioned way because I love handling the paper and the creativity of it. I bought way too much paper this season because of all the sales, but I also continue to make the digi books (one book cost a lot less than one cricut cartridge that I only use a couple of bits out of). My scrapbooks now are mostly mini-albums that can be started on a whim and finished in a few days while the fervor lasts and reveal a single event rather than trying to cram every bit of my life onto pages. It takes off a lot of pressure and leaves just the fun.
I think it is just evolving and great new things will be happening. It’s a huge group of people who have at least gotten started recording memories, and within a few years, something entirely new may grow out of it to keep us entertained and productive.
I want to think everyone for taking the time to write such thoughtful comments. I’m going to tell my Creative Leisure News subscribers (manufacturers, retailers, designers, publishers, etc.) to read them. Sometimes I think too many of us in the “business” spend too much time talking amongst ourselves and not enough time listening to savvy consumers.
And any time you would like to comment on scrapbooking, our retail stores, our manufacturers, etc., feel free to email me at mike@clnonline.com and I’ll share them with my readers.
And thanks again!
I think you are very right about the people who opened stores many times being enthusiasts but not business people. That definitely happened to the stores around here. And now they are gone.
I’m in the minority of the posters here though. I LOVE to play with stuff and try new things. Love it. I spend more money on pant and fasteners, stamps and ink, etc as they come out. Show me a way to use crystals? I buy them. I have been severely cut back on my shopping this year. Its the economy. Its the sobering realization that we all OVERSPENT for the past five years. I have a TON of stuff and I need to be responsible and use it. But I really hope that the industry doesn’t die because of this. I still love scrapbooking, and I still buy the new stuff, just not as much.
Finally, I really agree with the poster who mentioned the prices. They seriously got out of control. There was a point where I just started to feel taken advantage of. If a pen was a pen it might be $2.00. The same pen marketed to scrapbookers? $4,00! And buttons, $3.99 for 4 buttons? COME ON! The manufacturers got greedy. That’s what I really think. And it started to turn people off.
So keep innovating, but come out with a bit less, and price it appropriately and respectfully. And we will shop again.
Thanks for asking.
Sue
There is a post at Two Peas General Scrapping message board talking about this same question.
I don’t believe that the decline is due to “digi scrapping” at all! Of “my group” of over 25 pretty hard core scrappers, none …. not a single one … is a digital scrapbooker!
As I stated in the Two Peas thread – I think the “decline” has more to do with over saturation and, frankly, no new ideas and products. I’ve been scrapping for over 10 years — and I’ve accumulated a lot of stuff. Many new products lines are too similar to what I already have — too shabby, too grungy, too derivative, too “same ole thing”. I don’t need to buy anything because I already have something just like it!
I have been scrapping for four years and stamping for one year. I have less free time now, so the way I shop has changed since the birth of my first child seven month ago.
I take so many more pictures now that I have gone to photo books as my main source of photo printing and preservation. I will continue to make some traditional paper layouts, but most of my photos will now be stored and shared in photo books.
I have a couple of LSS and big box stores 20 minutes or less from my house, but I visit them less often. I purchase supplies once a month from a Stampin’ Up! demonstrator through a “stamp club”. This fulfills my need for a “class” and shopping all in about two hours a month. Even though some of the consultant-based retailers have faced challenges, I like the convenience, quality of products, and personal relationships that I have found through this source.
I stopped subscribing to scapbooking magazines after Simple Scrapbooks ceased publication. I find a wealth of information through blogs. Google Reader allows me to instantly keep up with so many blogs that I do not miss receiving a magazine or two once a month by mail.
This is just my experience, but I would call myself an average, middle class consumer. I never was a huge purchaser, but I do always see myself scrapping and crafting in some form.
What an interesting read!! It’s amazing how different the market is to that in Australia. We have not had the same experience (quite yet) as it is still quite a young hobby! But I agree in terms of the amount of products being offered in the marketplace! No wonder scrappers are spending less – they have ROOMS devoted to their hobby and accummulating ’stash’.
So many interesting comments and views! Many have already expressed opinions that I agree with. My main problem with the industry right now is that there is too much stuff! Too much new stuff, too often! If I am lucky enough to get new product when it is released, I barely have time to use it in a project before the manufacturer is coming out with more new stuff! I can’t keep up! Both financially and physically! I like new stuff and I like to see what the companies will come up with. But, I think they need to do it less often. Give consumers time to buy and use the products instead of overwhelming them with more and more.
I am scrapping more than ever…….but I also have a stock pile of supplies that I just couldn’t resist when I first started. I’m trying to utilize what I have now and so are many of my friends. While we’d love to run out and buy the latest and greatest every other week….our budgets just won’t allow it. I live in Michigan which has the number one unemployment rate in the country. We barely have any scrapbook stores left in the state. So when I do need a particular supply I have to search for it online. Since shipping is so high these days I usually wait until I have a large enough purchase to qualify for free shipping. I don’t think scrapbooking is on the way out……..I just think most people don’t have any extra money to mindlessly buy product like the may have done in years past.
Scrapbook companies have lost touch with scrapbookers.
Hardly any of the major lines are coming up with anything new. How many lines featuring owls/birds/woodland animals/cherries/etc. do we need? Then when a company does come up with something new (such as Hambly Studios), it’s so “far out” that most scrappers can’t find a way to use it.
Even companies who make non-consumable goods, such as trimmers and punches, are shooting themselves in the foot. You don’t have to look any further than the Fiskars Rock Paper Trimmer to see that companies have lost touch with average scrappers.
Okay, this is long but hopefully it helps
For the last couple years there was this fervor, this crazy intense drive to buy everything, to have the latest and greatest supplies, 2 sheets of every paper, 4 sheets if it was double sided. People built up incredibly huge stashes worth thousands of dollars. Then in late 2007 lots of stores and customers started having garage sales where customers could sell off their extra stash in exchange for store credit and other customers could snag deals on big bags of loot. People were just transferring their stashes to other people.
When asked if they were a scrapbooker, many women called themselves “collectors”.
People have a lot of guilt over all the money they spent on scrapbooking supplies in the past. Now that times are tight, that is just one more reason to look to their stash before traipsing down to the store (or online) for more. Some don’t want to spend the money but most that I talk to say they just don’t have the money to spend. They still want supplies but cannot afford them either because of job loss, lower wages, higher mortgages and interest rates, or just because everything seems to be more expensive right now (gasoline!).
Many stores were owned by hobbyists, not business people. I know several ex-store owners who borrowed against their homes to open scrapbook stores, the stores have closed, and now they are saddled with huge debt. Others bought their inventory on terms and now that money has stopped flowing, they are unable to pay their debt and cannot order any new inventory to sell. As a result, they have to close their doors because they have nothing to offer the customers who already “have it all”.
The stores boomed out of control so new manufacturers popped up all over to fill their orders. Naturally when the stores closed, so would some manufacturers.
I think with the huge boom came a lack of customer service. Many stores and manufacturers got a little big for their britches, treating thrifty spenders poorly while fawning over big spenders. I have met many customers who faithfully took their $20 to the store each week and were basically turned away by bad customer service. Those stores are now begging to get customers like that back. I hear people saying all the time that if they are going to spend their dollar somewhere, they want to get good customer service. Stores have told me they refuse to order from certain manufacturers simply due to customer service issues – they love the products but want to be treated well. Some manufacturers would turn their nose up at orders under $500 several years ago. Now many are lowering their minimums to attract new business and make it easier for existing customers to order product. The stores and manufacturers I see succeeding now are those with excellent customer service, in addition to a good business plan.
I think scrapbooking experienced a bubble just like the housing and automotive industries. It may take several years for people to work through their existing stash and the industry will just have to adjust to that. But it will swing up again, like everything else, and those positioned with sound business plans and a great eye for design will once again see a profit. People overspent on homes so now there are too many homes on the market due to foreclosure, people walking away (which makes me ill), and job losses (which makes me sad). But they enjoyed those homes for the years they stayed in them. Manufacturers and stores made a lot of money on all the crazy buying going on the last couple years. They enjoyed that success and if they were smart, they put a little away for a rainy day. It was good while it lasted but everyone needs to adjust. And those who did not overspend and have money saved away can now take advantage of the deals out there, like scrapbook store and manufacturer liquidation and clearance sales.
Everyone has photos and they will continue to scrapbook them. With everyone tightening their belts, there has been a rush back to basics. People are making gifts instead of buying them. Scrapbookers are exploring other handmade arts like knitting and quilting. People are looking to express themselves creatively but also affordably. With all of this “creating” going on, people are bound to need more supplies. The crafts industry is here to stay. I don’t think digital scrapbooking is a threat to traditional handmade paper arts—people still love getting their hands inky and glittery.
Another issue has been the box stores getting in on the mix. This is a good thing because they can offer products at a discount to customers over large geographic areas. It is a problem when manufacturers strike secret deals with box stores and then lie to the independent stores about it in order to get the independent to order the same product. This hurt a lot of stores (think Cricut, fall 2005). The best way to get through this is to work together. Take Quickutz for example (I know no company is perfect, this is just one example). They have exclusive dies at Archiver’s but they also have some special deals for the independents, like Quickutz club. They have guest appearances at the independents to puhs their products. They refuse to sell to the big boxes like M’s and J’s and are very selective in who they sell to so they can give the independents a fighting chance. Why would they care? Because with a tool, the best way to sell it is to get into people’s hands, have them try, love it, and buy it on the spot. Manufacturers need to work with the stores instead of against them. I see a lot of manufacturers launching programs to certify or endorse designers or representatives of their products to go out to the stores to give the customers a hands-on experience.
I have seen a proliferation of scrapbooking and creative retreats. How is that people can spend $300 on a scrapbooking retreat weekend but stores are going out of business? People are looking for ways to use their supplies and have an “experience” not just see who can “die with the most supplies”. Stores need to get creative and offer their customers an experience instead of just a bunch of impersonal racks of paper. In my classes I have seen more success when I offer prizes and tell stories and make jokes than when I just present the product. They want the store staff to take an interest in them, ask about their current projects, ask what high school their kids go to when staff see the customer buying marching band paper.
People are also looking to learn something, not just buy. They do not want to buy a product and then take a $25 class to learn to use it. They want you to show them how to use it when they buy it. Then they will take a class to learn to take those skills to the next level.
I agree with Sally Lynn that the pendulum has swung on classes from being $50 for a cute project to $25 for a technique based class. I recently taught a Halloween book but in the class I focused on the Bind It All and Scor-It tools, a special binding technique, showed how to use border punches for several manufacturers, showed inking, and showed ways to use Glimmer Mist. The customers love to walk away having learned something they can use with their stash at home—the finished project is just a bonus.
During my Halloween book class, one of the students brought out a Halloween banner she had made at home using skills I taught in my “Build A Banner” class earlier this year. In that class, customers brought their own paper and we created a pennant banner with a customized saying for the theme of their choosing. Then we embellished the banner with supplies from my “traveling art bar” (that’s another thing people like, choosing items to create a personalized project from a bar of supplies the instructor provides). Everyone left with a different project and a smile on their face because they used some of their stash. Since learning the techniques for making banners, that customer said she has created at least 10 banners as gifts, for parties, and to decorate her home, all using supplies from her stash.
Magazines are gong through similar changes. I subscribe to Scrapbooks Etc. Why? Because their pages are more about techniques, they have sketches and paper piecing patterns I can use, and they present challenges and some interactive elements (online forums). Magazines need to get with the times and stop showcasing pages that cost $50 and 8 hours to make. Again, they need to ask their customers what they want and then present that to them.
This hobby is not going away – it is just changing with the times. Magazines, stores, instructors, and manufacturers who want to be here when the market improves will do well to adjust their businesses to better suit customers’ needs. Customers want to spend and when they get the money, they will need to spend it somewhere, on something!
[...] Discussion: Is Scrapbooking Fading…Or Not? (scrapbookupdate.com) [...]
As a long time small LSS owner I see so many factors going into the decline in scrapbooking. We see so few new scrappers coming into our stores these days. And so many customers have mounds of products that they admit that they are buying less and hording less.
A huge impact on our store has been both the staturation in the market and the impact of technology. Walmart, Micheal’s carry a ton of supplies now as do so many chains.
These work hand in hand. The Cricut machine has taken away so much higher prices sales from us. People no longer buy the embellishments or stickers like they used to. They use their Circut. And we can not compete with Micheals or HSN on price no matter what we do. And that includes the machine, cartridges and supplies related. People will buy cardstock to use with it but you have to sell alot of cardstock to pay the bills. And now there are more choices. When Quickutz brought out the Silhouette we saw sales drop. We had loyal QK customers so they bought the Silhouette. There was little profit margin and customers could buy designs directly from QK online and by pass us. They did want free advice as to how to use their machines though. Now there is the Slice and other machines. Again we can’t compete with all the sales from M’s and HSN and other large sales venues. The Gypsy was released to Micheals and HSN before the indepedents could get them and that hurts also.
Soon only large companies like Provo Craft and Making Memories will be left and you will only be able to buy scrapbook supplies in chains till the next fad comes along and the big stores drop the lines. And you can’t get supplies anywhere.
[...] up your stash – like so many of our OS counterparts are doing at the moment (see an interesting discussion over at Scrabpook Update) because of the economic crisis. It hasn’t seemed to hit as hard [...]
I started paper crafting (mostly cardmaking, some scrapbooking) while the field was at the tail end of its unique origin –artists and companies dominated by women marketing to women in similar lifestyles. This was the first time I’d seen anything like it –companies actually run and marketed by women like me! The designers, marketers, people in charge of advertising understood their market completely. As the hobby burgeoned, these smaller companies started getting eaten up by larger ones run by corporate executives, need I say it? — not in similar lifestyles. You saw designs coming out determined by large marketing studies, as papers from different companies began to look more and more alike. While design individuality became rarer, larger ticket items flooded the market. Little independent stores went out of business, not because the market was dwindling, but because big box stores knew a good thing when they saw one and because the little guys couldn’t offer such good deals, especially on the big ticket machines.
Crafters began wanting their cards and scrapbooks to look more and more like manufactured products and flocked to these new machines. The idea of a card actually looking handmade shifted back to committed artists, away from the mass market. Scrapbooks with machine made die cuts and other elements became more popular, many of these looking more like corporate annual reports than personal documents. To me these trends diminished crafting consciousness. I’m more likely now to make my own paper designs from stamps, embossing and paper I already have than to buy new papers, although I haven’t stopped purchasing new products altogether. I still appreciate design originality, of which there still is plenty –just not as much. I’m also making my own embellishments from scratch much more than before so I’m more likely to buy individual elements, from the jewelry making section, or from hardware stores.
I think the industry is just downsizing. To much stuff. The reasons for scrapbooking are still. Preserving photos for the future. It can be done without all the hoopla. But, there are many many people like me out there who, as a child, loved colouring, paper dolls, construction paper and just making stuff with our hands. Scrapbooking has successfully incorporated just about all of the known crafts into one space. I don’t think it will ever go away. The face will change, but the need for paper, embellishemnts, and a place to put it all will still be there. Maybe just not as prolific. I for one would be very sad if it died completely. But, crafters are resilient people and we will find a way or place to get what we need. Digital is nice, and lovely, and cheap too, but nothing beats the hands on crafting so many of us crave.