i The recession apparently has entered the nation’s kitchens and bathrooms.

The 2009 Kitchen/Bath Industry Show and Conference at the Georgia World Congress Center this week will showcase fewer luxury offerings and more “middle ground” products as the industry repositions for the new economic reality.

The convention, which started Thursday, runs through Sunday and expects 30,000 conventioneers.

It’s open only to industry insiders such as buyers, dealers and manufacturers.

Sarah Fishburn, the manager for trends and design at Atlanta-based Home Depot, will be cruising the aisles to see new kitchen and bath fixtures, from lighting to sustainable products.

Steve Holmes, a spokesman for Home Depot, said the convention is a way for the company’s purchasers and trend spotters to “stay up-to-date with what’s new and coming.”

But attendance at the show is expected to be down sharply from last year, when about 60,000 people attended the show in Chicago.

About 700 exhibitors —- 100 fewer than last year —- will have booths, including 20 from Georgia, like ArtesianSinks.com of Marietta, GranQuartz from Tucker and La Fenice Ornamental Iron Shower Doors of Atlanta.

The economy is definitely on the industry’s mind, said Suzie Williford, president of the National Kitchen and Bath Association, which puts on the show.

“Two things can happen in an economic downturn,” Williford said. “You can hang your head and do nothing. Or you can use that time to really get on your game and improve what you do.”

This year, the show beefed up its certification and education offerings, she said.

Williford, who is also the vice president of sales for a small chain of stores called Kiva Kitchen and Bath, said this is her third downturn and the “economy always comes back.”

A highlight for her association is that HGTV will be filming on site. Also, at the end of the show, many exhibitors will donate products to Habitat for Humanity’s ReStore shop.

The Atlanta Convention and Visitors Bureau estimates that the conference will have an economic impact of about $18.7 million on Atlanta.