Retailers collect on scrapbooking trend

Drug Store News, June 21, 2004

The scrapbooking market is growing exponentially. Today, an estimated 1-in-5 households is engaged in the hobby--a number that has doubled in size over the past two years--and each month, more than 4 million scrapbookers are gathering nationwide for "crops," slang for scrapbooking workshops.

"Participation in crafting is going up," said Don Meyer, spokesman for the Hobby Industry to Meyer, scrapbooking not only has helped grow the hobby industry, but it also has enlisted a new customer base beyond the traditional crafter. And the growing community is willing to shell out some decent cash.

Start-up costs for the craft run at about $150. In addition, scrapbookers are spending another $32 to $90 each month on supplies. According to Smead Manufacturing, best known for its office-based filing and organization supplies, scrapbookers spend $1.4 billion annually on supplies.

HIA figures show that sales of scrapbook-related products have quadrupled over the past five years, up 1,250 percent from 1996. Scrapbooking also accounts for 7 percent of the $29 billion retail market in craft and hobby supplies and is the fastest-growing segment in the $14 billion stationery and greeting card market. According to HIA, the scrapbooking business will continue to grow for the next two years to five years.

Certainly, the demographics of the typical scrapbooking enthusiast are quite favorable for drug stores: Almost all scrapbookers are women, and about 60 percent are between the ages of 30 and 39.

Smead Manufacturing last month introduced a new line of storage and organizational products under the name Retrospect positioned against the scrapbooking market. The 21-SKU line has a suggested retail price ranging from $2.99 to $24.99, with products including hanging folders, paper totes, page managers, expanding photo files, adhesive pockets, embellishments, stickers and more. Another five to 10 storage/organizational products are scheduled to launch later this year.