As store-based retailing accounts for the vast majority of sales of luxury writing instruments and stationery in Canada, the lockdown period closure of physical stores that retail these luxury items had a strongly negative impact on overall sales in 2020. Luxury boutiques operated by brands such as Montblanc, Hermès and Louis Vuitton were closed.
Gifting is a key driver of sales of luxury writing instruments, including luxury brands, in Canada as they are often purchased for significant events such as retirement, birthdays, graduation or Christmas. Some brands offer the option of personalisation to make the gift more special and memorable.
Prior to the outbreak of COVID-19, luxury writing instruments and stationery, the second smallest in value terms among all luxury goods categories, was facing weakening consumer demand in Canada due to the increasing prevalence of digital technology and electronic devices such as smartphones and tablets for daily communications and work. In response to the declining use of handwritten communications and work, Montblanc, the leading brand, is promoting handwriting and calligraphy as habits that are beneficial to focus and creativity and promote artistic expression.
Value sales of luxury writing instruments and stationery will begin to recover in 2021 but it will take until at least 2023 to reach pre-COVID-19 levels. The category will face slow recovery over the forecast period as reduced international tourism and a sluggish economy hamper sales.
In the forecast period, e-commerce, while remaining a minor channel of distribution for luxury writing instruments and stationery, is expected to continue to grow. Canadians are likely to look to e-commerce for its convenience as well as for health and safety reasons, for example to avoid crowded stores or public commutes that may increase their risk of exposure to COVID-19.
Many luxury brands include writing instruments and stationery in their accessories collections and promote them as part of a branded luxury lifestyle. The “new normal” in the forecast period in the wake of COVID-19 is likely to mean, among other things, increased working from home.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Luxury Writing Instruments and Stationery industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page