CHA is a must for any serious scrapbook store owner. It is where companies unveil new lines of papers, embellishments and other scrapbooking essentials. Retailers can also get in on CHA-only discounts that won’t be available after the show.

New York Times Technology writer Nick Bliton will be the keynote speaker, on the topic of the impact of social media and technology on human behavior. There will also be business seminars on topics such as product development, creating web content, and social media.

The event can be overwhelming, especially for a first-time attendee, so planning is a must. Here are five tips for a successful CHA experience:

1. Budget, budget, budget. It’s easy to get carried away in the midst of cool, new product and great buy-now-pay-later deals. Know what you can afford to spend and stick to your plan, or else you may be freaking out later. Take some time before the show to peruse company blogs and preview new lines. Have a list of what you think you might be interested in, and finalize your choices once you see the products in person.

2. Wear comfortable shoes! You will be doing a lot of walking and standing.

3. Get your money’s worth. Go to workshops that interest you, especially when it will let you pick up on techniques you can use in your store’s classes or make and takes. Check out the business seminars, and don’t skip the keynote, especially this year, with a hot topic that can help your scrapbook store make money. While scrapbookers do have some unique characteristics, they still follow the key principles of consumer behavior, and it’s important to have a grasp on these concepts (including the impact of social media) as your business moves forward.

4. Network! You’re not on a one-person shopping spree here! This is your chance to make connections within the scrapbooking and retail industry that can go a long way toward building your business. Chat up company execs, successful shop owners, scrapbooking “celebrities” and everyone else. You never know when you’ll make a connection that will make a real difference. Plus, it’s nice to meet people!

5. Pay attention to the trends, even if you don’t like them. Your personal scrapbooking style is not as important as knowing what your customer likes and will spend money on. It’s smart to strike a balance between stocking classic products and the latest “big thing.”

A holiday gift bazaar or workshop is a natural fit for a scrapbook store. Stampers, cardmakers and scrapbookers alike can get away from their busy, cluttered holiday-time homes and spend a few hours focusing on their special projects.

You could sell kits or simply set out completed projects for inspiration. Just a few ideas include: gift tins (Altoid size), altered advent calendars, calendars, birthday books and altered address or composition books.

The holidays are also a great time to introduce your customers to new products via a make-and-take. And, of course, consider offering a wish list program so friends and family can their scrapbooking friends exactly what they want.

Nowadays, shoppers are even more likely to be aware of National Scrapbooking Day due to the online presence of scrapbooking products, digital papers and kits for sale as well as popular message boards and page galleries. If you don’t invite your customers to a National Scrapbooking Day event at your store, you can bet they’ll find one—and spend their money—online instead.

You could plan a special crop for May 2, or sometime that week. Make up National Scrapbooking Day signs, prize packs, page contests and so on. Use your imagination or check out the great ideas on this site. If you host crops at your store, you definitely need one for NSD!

Or, have a great sale. Put several types of products or manufacturers’ lines on sale for the day, weekend or week. Or, offer a large percentage off the purchase of one product. It should be good for at least 40 or 50 percent off, to compete with chain retailers. But unlike when they shop at Michael’s, JoAnn’s or Hobby Lobby, your customers will almost certainly fill their baskets with much more than one item.

In a recession, everyone is looking for a deal. But economists agree that one category in which people are still willing to spend is on fun, feel-good products and experiences in the under-$20 range. This describes scrapbooking to a T! Don’t leave money on the table. Serve your customers and capitalize on National Scrapbooking Day.

Besides the obvious opportunity to see and order new products, store owners can network and attend various business-boosting events as well as hear speakers on topics ranging from finance to how the digital era is impacting scrapbooking and other crafts. Specific to the scrapbooking industry, the executive editor of Scrapbooking Retailer magazine, Beth Mauro, will join Memory Makers magazine executive editor Beth Williams will speak, as will Renee Pearson, who is affiliated with Creating Keepsakes’ Digital Scrapbooking Magazine. Wendy Smedley of Simple Scrapbooks will also speak.

Not all scrapbook store owners attend both CHA shows (CHA West is typically held in Anaheim in January), but many do. If you go, be on the lookout for show specials and up-and-coming trends, and be sure to read our article on scrapbooking retailer trade show tips.