In the digital age, our communication is increasingly electronic. Workplaces would grind to a halt without email. Meanwhile, we rely on text, social media and messaging apps to keep in touch with our friends and families.
Yet against this digital backdrop, we’ve fallen back in love with stationery – in our personal lives at least. We’re spending close to £2bn a year on greeting cards. Meanwhile, consumer stationery brands such as Paperchase, Scribbler and Smiggle are springing up on high-streets across the UK.
These young, modern brands offer witty greeting cards, luxurious notebooks, striking gift-wrap and a variety of other novelty stationery goods
Everywhere you look, people are plugged into their smartphones. We can communicate with one another from a mobile device at the touch of a button. So who is buying all this stationery? You may be surprised to hear, it’s the very same people.
Market research identifies 16-24 year olds as the key consumers resuscitating the stationery market. Millennials now buy more greeting cards than Baby Boomers.. The stationery market is not growing in spite of electronic communication – the digital world has sparked an analogue resurgence.
Carlos Llando, President of The Greeting Card Association (GCA), believes social media is responsible for rising sales in greeting cards. When we repeatedly post ‘Happy Birthday’ on social media in the same font and format as everyone else, the words lose their impact. In contrast, Carlos explains that in the consumer stationery market “the product is all about connecting people.” Texts and mobile messages are rapidly lost in our conversation threads. Social media posts quickly become buried in our timelines. Yet, handwritten cards and letters can be treasured – sometimes for a lifetime.
Looking for a way to express how you really feel? Perhaps you should write it down.
More details and stationery stats on Office Team