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2009 PMA U.S. Custom Framing Report

Discussion in 'Picture Framing Business Issues' started by Rob Markoff, May 29, 2009.

  1. Rob Markoff

    Rob Markoff PFG, Picture Framing God

    The 2009 PMA U.S. Custom Framing Report reveals challenge in the custom framing market

    JACKSON, Mich. – PMA – The Worldwide Community of Imaging Associations announces the availability of The 2009 PMA U.S. Custom Framing Report. The 2009 PMA U.S. Custom Framing Report provides businesses with an overview of the custom framing market. The report is designed to aid firms in business planning. The report measures the spending of U.S families and consumers on custom framing services. Locations where custom frames were made, uses for custom frames and previous purchasing patterns were also discussed in the report.

    In January 2009, Synovate of Chicago, distributed the questionnaire, by mail, on a representative sample of 15,000 households. The questions were prepared by PMA Marketing Research. Consumers were questioned on the 12-month period through January 2009. Details of the report include:

    • About 5.3 million households purchased custom frames in 2008
    • Craft stores held 45 percent of the channel share for custom-framing spending
    • The average cost per frame made was reported to be $188 in 2008

    Available from the marketing research area of the PMA website (www.pmai.org), the report is free to members. Non-members of PMA may buy the report for $99. Media members can contact PMA for a copy of the report.
    Sponsor Wanted
  2. Beveled

    Beveled SGF, Supreme Grumble Framer

    Thanks for sharing interesting info.

    (that'd be the day I spent $99 on a report.)
  3. Rob Markoff

    Rob Markoff PFG, Picture Framing God

    Yes, but if you were a member it would be free. :)
  4. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    No thanks.

    Not worth it.
  5. Framing:

    Framing: In Corner

    Thanks Rob, research is always worth having a look at, you never know what valuable nugget may be contained in it.

  6. surferbill

    surferbill SGF, Supreme Grumble Framer

    Wow, 45 percent of the custom framing spending is huge.
    I would guess their share is probably going up, but is there a poll from last year showing the percentages?

    I don't think the average ticket would be as high as $188 in this area, but I'm just guessing.
  7. CAframer

    CAframer SGF, Supreme Grumble Framer

    If the data is accurate, the good folks that are buying from non-craft store frame shops amount to about 2.6% of households. Not a lot!
  8. cvm

    cvm PFG, Picture Framing God

    What does that mean: "average cost per frame made"? If it's the average selling price for a custom frame job it seems high - especially since 45% of those sales were coming from big box craft stores.
  9. PaulSF

    PaulSF PFG, Picture Framing God

    Remember, that $188/frame from the craft stores actually translates to $376 before the obligatory 50% off.
    Paul Cascio likes this.
  10. Kirstie

    Kirstie PFG, Picture Framing God

    The report states that the number one reason the public do not buy custom framing is that they buy ready made frames instead. Number two is price. This does not surprise me.

    The report is an informative, if somewhat depressing, portrait of the state of our industry. The key is to figure out what we can take from it and make changes accordingly. We all know that buying habits have changed enormously over the last several years, yet many of us stick with our old ways of doing things, our old product mix, our old pricing structure. I see reports like this as yet another wake up call to an industry that is sadly asleep much of the time.
  11. cvm

    cvm PFG, Picture Framing God

    I hate to sound argumentative, but I would expect those same answers to have been given in 1979 or 1988 or 1999. Hardly a revelation.
  12. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

  13. DTWDSM

    DTWDSM SGF, Supreme Grumble Framer

    The problem is that many in our industry are still runnign their business like they did in 1979 or 1988 or 1999...if they are still in business

    Research is great but what you do with the research is what will separate you from your competitors. But once again, we mock what we do not understand.
  14. cvm

    cvm PFG, Picture Framing God

    Just to be clear, are you insinuating some kind of 'mocking' on my part?
  15. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    No matter how you slice that data. It is worthless unless all of it comes from your geographical area.

    What if 25% of the data comes from the Pacific Northwest? The average job there could be $400. And 25% from the North East with an average of $375. Deep South, fifty bucks. Thus skewing the finally result.

    In my area, the reality may be a $100 average and I get all giddy that the report states $188?

    The only thing you can get from it is, I am about average, above average, or below average, for the entire sample pool.
  16. DVieau2

    DVieau2 PFG, Picture Framing God

    I don't think you can know the value of the information until you read the report. The information presented in 2009 is better than the data from say, a decade ago.

    CMV, I don't think it's fair to give the third degree to a couple of lines from Rob's post. Read the report (maybe you have) and then ask questions or make comments.

    It a very good thing that PPFA collects information about spending trends in the industry. Who else is going to do it?

  17. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    If you think the numbers in this 2009 report are similar to the numbers 10, 20, or 30 years ago, then you have missed the significance of the data.
  18. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    Since you could not find more than $99 worth of value in the information, your marketing savvy must be quite far advanced.

    You are very fortunate.
  19. William Parker

    William Parker CGF, Certified Grumble Framer

    William Parker MCF GCF

    This is one of my favorite areas, so I want to offer some thoughts on the 2009 PMA U.S. Custom Framing Report and the other industry resources for market analysis. I printed out and read the PMA report and there are some points of interest. I could not find my 2006 PMA survey and that is important if you are establishing trends. Trends are defined as the changes from one point in time to another. Without the earlier report you really have trouble seeing the changes. It is like that year book photo from thirty years ago that confirms that you do look different now.

    In looking at any survey, the first thing you should review is the methodology, which is included in the PMA report, and the questions, which are referenced but not included. You want to read the questions for any bias. Armed with this information you can consider the data and its relevance for you.

    The final thing you need to consider is the context in which these numbers were taken. What I think is significant, is the shift in population numbers among our target consumer group. Our potential market is made up of Traditionalist (age 63-100/75 million), Boomers (age 44-62/80 million), Generation X (age 29-43/46 million), and Millennials (10-28/76 million). Consumption of custom picture framing comes after marriage, average age is 28 and rising, and with the establishment of the first home. Generally, this comes in the period between age 35 and age 55.

    The simple problem is that the Boomers (75million in number) are moving out of our target consumer group, and are followed by Generation X (46 million) which is half the size of the Boomers. Even if our market penetration remained the same, we would need half the number of frame shops to service this smaller market. I would argue that the PMA graph on “Spending on Custom Frame Services in the U.S.A” supports this shift.

    The graph above, “Used Professional Custom Framing Services”, suggests that we Boomers have not done a good job of passing the tradition of custom framing along to our children. Perhaps it was because we were always working. This could be a serious problem, and is underscored by several other trends within Generation X.

    Finally, the graph “Channel Share in Custom Framing Spending” is interesting because it confirms that “Craft Stores” are growing in market share. This would be expected as the pay off to their advertising programs, and their placement in contemporary shopping centers which appeal to Generation X and the Millennials. The thing I did not expect was percentage of sources represented by home-based businesses, and online framing businesses. Generally, in economic downturns, the number of retailers moving back into a home-based business from a retail storefront, and the people entering the industry as home-based businesses increases. The survey number is well below what I would have expected. The same is true of online framing.

    There is some interesting stuff here, and worth reading through, but always look at any survey with a skeptical eye. I have an analysis coming out in the July issue of Décor with a different set of numbers. We will have to see how they compare.

    William Parker MCPF GCF
  20. Barb Pelton

    Barb Pelton SGF, Supreme Grumble Framer

    Some of us were in Jackson last week when the report was released.
    We had the opportunity to ask specific questions of Demetrios, who spearhaded the project. It was very thorough, and is very interesting to see how, when you compare the data, the trends are moving.

    There is also the opportunity as a PPFA member, to make suggestions on what data you would like to see in future reports.

    The report focuses on consumer awareness and spending relative to our industry, not our pricing structures, so the cost of the "average" frame is probably one of the most minor elements, at least to me.

    What is interesting is to go through line by line and compare it to the last 2 reports.

    Not everyone willl be interested, but it is very legitimate data and some will choose to use it and some won't. All I can say, is thank goodness someone is doing it, otherwise we're just "guessing", or as Bob Carter would say, "Without data, we're just a bunch of jerks with opinions."

    I personally am already making some changes in my business model based on the research. I feel better knowing that I'm not just leaving my business to guess work or being influenced by "opinions".

    The report is there.
    It is free to members.
    Non members can purchase a copy for $99. if you so desire.
    (TIP: if you haven't been a member in 5 years, you can join for $50. and get it for free--better bargain)

    Whether or not you use it is simply your choice.
  21. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    Maybe so Jim

    I have had to turn work down for the last month.

    I hear others on here whining about how bad the economy is.

    Maybe so.
  22. Kirstie

    Kirstie PFG, Picture Framing God

    Not so. If you think that frame buying patterns are similar to 1988 then you are not paying attention to the biggest change in our lives during the following years, the Internet. Number two would be the prevalence of frame purchases at big box craft stores. Where do you think people are buying all of these ready made frames and less expensive frames? Number three or four in the report was the habit of buying pre-framed art, BTW. Again, in 1988? I have been in business since 1977 and I have seen the changes first hand.

    I don't want to be argumentative at all. And I am not selling PPFA memberships, although I think they are a mighty good idea. I just want to point out that reports like these are a good thing and instead of railing against the facts, we should be making changes to our stores to accomodate what the public obviously wants. Instead of having hissy fits over framing and advertising at big box stores, perhaps we should try to learn from their marketing efforts, which obviously work because they keep on using them. Or we can learn how to be different and make that profitable.

    Someone posts on this forum, offers a bit of information and everyone jumps down his throat instead of asking "What can we learn from this?"
  23. Warren Tucker

    Warren Tucker MGF, Master Grumble Framer

    I’m amazed that no one has discussed the most important conclusions: that a lot of people buy ready made frames rather than custom frames and that one reason for that is they think custom framing is expensive. The obvious reaction to this information, at least to me, is that we should strive to lower the price of custom framing. That’s the course I’ve taken and it works.

    An illustrative example occurred yesterday at the Frame Works. A man comes in and wants to talk about framing a New Orleans Jazz Festival poster. Toni begins talking about mat colors pointing to 4 Jazz Festival posters waiting to be picked up. The customer gets nervous and asks what all this will cost. Since the poster has some collector’s value, Toni suggested framing with an alpha mat and acid free foam core. The customer wanted a 1 1/4” black frame. The finished job was 29X40 (Toni chose to keep the job under 40” to avoid having to use more expensive oversized mat board) and the cost was $160 (it would be less at the outlet). The customer went out to his car and brought in 2 more. Clearly price was an important issue; the guy was willing to pay to get his posters framed but he wasn’t willing to pay any price; He snapped up a price he was comfortable with.

    Time and time again we hear that people think custom framing is too expensive (and they’re right) and yet we as an industry do little to correct the problem. The craft stores are doing something about it, though, and are capturing 45% of the market. Any of us can compete with these stores on price (I can and do) let alone on service and quality. No matter what people may tell us and no matter what we choose to believe, buying decisions are heavily based on price.
  24. cvm

    cvm PFG, Picture Framing God

    The myopia never ceases to amze me. Do some of you actually read peoples' posts?

    Let's see:

    Kirstie wrote:
    I wrote:
    To which Tim replied:
    And Doug:
    And Jim:
    And Kirstie:
    Myopia, pure and simple.

    Please, show me where I
    1) mocked
    2) stated that the information in the report was not better than a decade ago
    3) stated that I thought the '09 report numbers were the same as a decade ago
    4) stated that I thought buying patterns were similar to 1988

    Bring it.
  25. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    Oh just join cvm. That is what you are suppose to do.

    Remember, you get out of it what you put into it.

    Like your website by the way. Is that your corporate headquarters in the photo?
  26. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    Now THAT is mocking.
  27. DTWDSM

    DTWDSM SGF, Supreme Grumble Framer

    Ok cvm, I was not just calling out you, you (and others) should not take things so personally.

    The "we mock what we do not understand" is a commonly used expression that I have used here before to generalize. If I am going to call someone out individually, I willmake sure that they know it.

    My point was that here is a tool for framers to use in order to improve their business and set them apart from the competition, and most, including you, make general comments that imply that it is a worthless report even though you and others have not read it.

    As for Jerry, joinig the PPFA is not for everyone, including myself. I will not go into the reasons but just to clear the air, I am not saying that anyone should or should not join the PPFA. The PPFA does provide some good tools that most people in our industry would not be able to aquire on their own time/dime.
  28. johnny

    johnny SGF, Supreme Grumble Framer

    It isn't for everyone. It's for home based and photographers!

    I can has mocking too!

    But seriously it's a report that is interesting to look at I'm sure. Jerry makes a good point to be careful before blanketly applying it to your specific condition.
  29. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    One definition of myopia is:
    Lack of discernment or long-range perspective in thinking or planning

    Myopia seems a good description for choosing to disregard the benefit of compiled data and comparison of industry trends.

    You are fortunate to not need the information. More power to you.
  30. JBergelin

    JBergelin CGF II, Certified Grumble Framer Level 2

    I feel lost

    I find the PMA web site hard to navigate - so I don't go there often even though I am a PPFA member :shrug:

    I realize that others are finding the report - I did look and felt lost, overwhelmed, and confused - would someone please take a moment to guide me past the PMA home page to the link for the actual report. I would like to read it.

  31. William Parker

    William Parker CGF, Certified Grumble Framer

    William Parker MCPF GCF

    Let me see if I can help. If you will log onto http://www.pmai.org/ that will take you to the PMAI web site. You will need to login. After this, the home page will come up. The tool bar at the top of the page has several options. The one directly above the photo frame with the boy at the beach marked Market Research is the button upon which you want to click. The Market research page will come up. On the left side of the page, under the photo of the baby is a column with blue lettering entitled Market Research. The first title under this heading is Reports & Briefing (sp), click on this button. This will take you to the Reports & Briefings page. Scroll to the bottom and the last listing is the Custom Framing report.

    To simplify:


    Log in

    PMAI Home page click Market Research

    Market Research page click Reports & Briefing

    The Ports & Briefings page scroll down to last item and click.

    If you have the time and are interested, you might also take a look at the scrap booking report which is just above the PPFA Custom Framing Report.

    I hope this helps.

    William Parker MCPF GCF
  32. Mike Labbe

    Mike Labbe Member, Former moderator team volunteer

    The home based/big box/custom framing retailer/online store stats are also very interesting. I expected online to have a slightly bigger slice of the pie.

    The household income and demographic stats are also interesting. (own/rent, income levels, children/no children, part/full time/retired, etc)

    Thank you PPFA! This helps us to fine tune our marketing efforts.
    Last edited: May 31, 2009
  33. William Parker

    William Parker CGF, Certified Grumble Framer

    William Parker MCPF GCF


    I agree the percentage of custom framing purchasers using the internet as a portal was lower than I expected. Ten years ago we were concerned that the internet would take all the business. What I think has happened in the interim is that the internet has taken art sales, but failed to make significant inroads into custom framing except for sales to artists. Ten years ago the early entrants into the internet framing allowed the end user to select mats and frames. The color resolution, and the assumption that frame design is something that anyone can do, resulted in a significant return rate. What the customers got was not what they thought they were getting even though they designed it.

    The thing I think this information should make us consider is how the design of our web sites reflects our consumer’s use of the internet as a purchase portal.

    William Parker MCPF GCF
  34. cvm

    cvm PFG, Picture Framing God

    Indeed, you picked the correct definition when you looked up the word.

    I would agree with this statement.

    This is where you lose me though, sorry. Please show me where I wrote that I did "not need the information".

    Kind of a meaningless phrase these days isn't it? I'm not sure what you mean.
  35. surferbill

    surferbill SGF, Supreme Grumble Framer

    If you are going to give out little bits and pieces of a report on a public forum, I would suggest posting more of the article so it can be discussed in more detail.

    Before anyone says "why don't you join the PPFA?" I'm not going to do that.

    It sounds like there is some good information in the report, but I don't see why keeping it secret from non PPFA members on the G is going to magically make us sign up, just to get a report. IMO
  36. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    You did not seem to need the information when you wrote,
    If you do believe you need the information, it is available to you.
  37. Kirstie

    Kirstie PFG, Picture Framing God

    You are right, William. I have a lot of artist customers who now come to me for the occasional ready made frame at the last minute. Many have told me that they buy thier mats in bulk at redimat.com. I can't compete with those prices. In fact, neither can Documounts. Artist customers also buy ready made frames online and at Aaron Brothers one cent sale when it is offered.

    Our poster sales were huge in the seventies. The complete erosion of that business took all the preframed art sales with it.

    If I knew what to do with regard to the design of my site to recapture some of that business, I would do it, but I fear that portion of the business is lost forever as we cannot compete with supplier owned prices, among others.

    Without the ready made and poster special business, we would be in big trouble right now. We spent part of the weekend reevaluating our shop design, looking at it from the front door and comparing it to what is offered and displayed at bigger shops, and we thought about what we can change to make it more appealing to both the browser and the first time framer. We have work to do.
  38. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    It's not secret, but it's not free. It's for sale. If you have no use for the survey information, just ignore the $99 offer.

    If you want the PPFA survey you can buy it, just as you can buy other marketing surveys from other sources.

    It may be wise to shop around. If you find a better survey for the framing industry, or if you find a better deal on equally useful marketing information from other sources, some Grumblers might thank you for letting them know about it.
  39. Thedra

    Thedra CGF II, Certified Grumble Framer Level 2

    Actually if you go to http://www.decormagazine.com/Media/MediaManager/9 pricing for profit.pdf you will find a small breakdown of Decor Magazine's data. They had a similar avg. price of $183 per job. Breakdown of markup of frame, mat and glass and a few other tidbits. Just a small bit of data compared to the other report but something to think about. :shrug:

  40. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    I agree!

    Do you think they also have the 'how to guide' for converting your camera store to a frame shop?

    The report that framers really need is the 'How To Capitalize on the Demise of The Camera Stores'.

    Can we get that in PDF format?
  41. Thedra

    Thedra CGF II, Certified Grumble Framer Level 2

    Jerry you are already taking advantage of the "demise of camera shops". Like many of the other of us you offer Photo enlargements, Digital restoration and Printing of Art. As a matter of fact out of the 6 tabs for different service you offer, two are photo in nature, one is art and printing art, one is for engraving and only one is for framing. You have diversified the way IMHO we will have to to stay viable in the future. Great site by the way!!! :thumbsup:

  42. Jerry Ervin

    Jerry Ervin PFG, Picture Framing God

    Thanks Tom

    I have seen an increase in enlargements since the Wolf closed here.

    More folks looking for restoration work too.
  43. DVieau2

    DVieau2 PFG, Picture Framing God

    Actually Jerry, you can get lots of guidance about diversification from PMA/PPFA. If you join PPFA you are also a member of Photo Marketing Association and Digital Imaging Marketing Association. I'll bet the cost of your dues, payable in beer, :beer: that you would find this stuff a real bargain.

    If you want a in depth guide to diversifying a photo store into a frame shop you could join IPI (Independent Photo Imagers) or PRO ( Photo Research Organization)
    IPI dus are $1200 per year with a $2000. initiation fee. PRO dues are even more. PRO wont talk to you unless your a million dollar business. IPI and PRO are not a part of PMA.

    Other industries pay big bucks for information that some framers expect for free.

  44. Warren Tucker

    Warren Tucker MGF, Master Grumble Framer

    Kristie, why can't you compete with redimat.com? I'd never heard of them until I saw your post. We can compete with them easily; we already do. Our price for an 11 x 14 alpha mat is $8.00 delivered and cut while the customer waits. For one mat redimat would charge $6.45 plus $10 shipping to Wilmington. For two mats redi would charge $12.90 plus $10 shipping or $22.90. Our cost would be $16.00. Sure for volume, redy would be less than our regular price, but we'd would work a deal for volume, too. Also, our current pricing doesn't reflect what we'd really do if challenged. We could charge less. Artists buying mats from us would also be able to get odd sizes with any window opening they wanted, not to mention they'd know exactly what the color of the mat would be. Color is important and can't be represented via the internet.

    It's about cost, cost, cost. No one wants to buy something from a seller and find out he could have gotten the same thing for a lot less regardless of the venue. Sure service counts (and here we beat the heck put of internet sellers) as well as quality, but those two being close, price trumps.

    The key to competing is being able to compete and if we can't compete on price, we sure as heck aught to find out why not and do something about it. I imagine price is more important than selection, more important than conservation (which i think is only about raising ticket price in the first place). I would bet that most customers are perfectly happy with framing casual art, and that's what the vast part of our (The Frame Works) business is, that'll still look good in 10 years. The vast photograph snapping public has never been concerned that their photos would fade in 40 years; it just wasn't an issue. I've got quite a few pictures we framed when we started 31 years ago that still look very good today and these are FIY pictures framed without any concern for the highest conservation practices using incredibly expensive museum glass. For the majority of what we framed then as now, we used single strength float glass.

    It's a lead pipe cinch that if you're selling something that someone else is willing to sell for significantly less and he's making money doing it, you're out of business when the knowledge of the market gets around (as it is in our case via the internet and big box retailers). You can whistle all you want to and as loudly as you want to walking through this graveyard of failed businesses, but the ugly truth is out there in the dark.
  45. William Parker

    William Parker CGF, Certified Grumble Framer

    William Parker MCPF GCF

    Just to add a little background to Doug’s comments, IPI and PRO are buying groups with a strong component of market research in support of their membership. IPI and PRO developed during the period of consolidation in the photo retailing market. The intent was to give the independent photo retailer the same purchasing advantage as chains and big boxes. They, along with PMAI, have done a great job of giving their members a chance to survive in a changing market.

    Why don’t we have an IPI, or PRO? The answer is that a lot of what we sell as custom picture framers does not lend itself to a centralized distribution system. That 72 X 18” frame for the map of Tennessee just does not ship like a Nikon camera in a box.

    William Parker MCPF GCF
  46. Jim Miller

    Jim Miller SPFG, Supreme Picture Framing God

    A lot of marketers forecast a continuing trend toward combining related products and services, such as framing with photography or photo processing, sign-making, engraving, scrapbooking, gift items, and so on.

    It might be shortsighted for a framer or photographer to believe that photography-related products and services should not be combined with framing.

    Our photo restoration orders are growing, but I doubt that our framing business will ever need to be much more diverse than that.

    On the other hand, I have helped some photographers take up framing, and I'm guessing that work will continue.
  47. CAframer

    CAframer SGF, Supreme Grumble Framer

    A few comments:
    • Appreciate Rob flagging that the report was available - thank you
    • The report contains some interesting information
    • Probably the most valuable aspect of having a report like this is that it gives you reason to stop and think about the industry as a whole, and segments thereof
    • The report itself is fairly thin, and with a little additional effort could be made more useful. Only at the most macro level does the report show comparative data for prior periods. Inclusion of prior period data by category would increase the value of the report. For example in post #19 of this thread, William Parker says "the graph “Channel Share in Custom Framing Spending” is interesting because it confirms that “Craft Stores” are growing in market share." In reality, without access to prior years' reports this is not evident. The graph in question shows only a point in time snapshot, so taken alone it is not possible to determine how their share is changing over time.
    • Analysis by geographic region would increase the value of the report
    • I find the analysis by household income to be strange in that there are three sub-categories below $75K, but everything above that number is lumped into one category. This may be appropriate categorization for some areas of the country but not for all. For example, in my county median household income has been reported as $94,962. It would be interesting to see responses sub-categorized above $75K (e.g.75-100, 100-150, 150-200, >200).
    • The report does not address buying triggers, and could me made more valuable if questions were structured to elicit information on the reasons why consumers make buy-decisions. For example (i) why do consumers choose craft stores; (ii) which type of offer is more likely to trigger a purchase (e.g. %, $, quality, etc.); (iii) what events are most likely to initiate a buy-decision (e.g. remodeling, wedding, funeral, sports events, etc.)
    • Analysis by ethnicity (specifically volume change over time, and buying triggers) might also help focus advertising dollars in some regions.
  48. Jay H

    Jay H PFG, Picture Framing God

    That's interesting. Good to see ya around also.

    That statement makes a clear preventable assumption. That is "if our market penetration" remains the same. The trend has shown that penetration is superficial right now. We should simply become more relevant today! I believe we are about to see a quantum leap in what a frame shop looks like and what it does.

    Soon the report may well start showing internet sales as part of the overall formula.

    Oops SOrry I didn't see that this was already on page 3. It's an old quote and old topic...
  49. cvm

    cvm PFG, Picture Framing God

    Sheesh man. For the THIRD time: My response was specifically to Kirstie's statement that the number one and two reasons keeping people from buying custom framing was... READYMADES and PRICE. See, this is where the 'myopia'. comes in.I make this comment and some people immediately perceive it as PPFA/PMA/Custom Framing Report/et al bashing.

    I do think we could have a useful discussion about why you think this wasn't always the case in our industry.

    Not so old... I think you are right on. I think there are several aspects of online framing that will continue to erode the traditional frame shop's customer base, which are directly tied to the demograhic information Mr. Parker was discussing.
  50. William Parker

    William Parker CGF, Certified Grumble Framer

    William Parker MCPF GCF


    You raise a significant point, and one that I did not make clear. In the opening paragraph of post #19 I wrote:

    "...I could not find my 2006 PMA survey and that has some importance if you are establishing trends. Trends are defined as the changes from one point in time to another. Without the earlier report you really have trouble seeing the changes. It is like that year book photo from thirty years ago that confirms that you do look different now."

    You are very correct that a trend cannot be defined by a single point. I still have not found my 2006 report, but I do remember that the percentage of market share was less by a significant number of points. I also remember a great deal of discussion when the market share passed 40%.

    What concerns me is that in a shrinking market, they are increasing in share. There are several ways of looking at this. One, they have maintained their customer base, and as the market shrinks, their percentage increases. Two, they are seeing a real increase in their share. Either way, what they are doing at least needs to be understood.

    You are correct that the report could have been improved with a small amount of additional information. I would have suggested gender and age be added as it was for the scrap bookers.

    William Parker MCPF GCF
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