Sales of luxury writing instruments and stationery have started to recover in 2021, boosted by the economic re-openings and the relaxation of COVID-19 safety measures. Consumers began returning to pre-pandemic work and social habits, including shopping and gifting – the latter being a key driver of sales of luxury writing instruments.
The challenges of international tourism in the COVID-19 era continue to hamper the growth of luxury writing instruments and stationery in 2021. Canada’s Federal government continued to advise Canadians to avoid non-essential travel overseas but has begun taking steps to make it easier to allow non-essential travel into Canada for vaccinated international travellers.
Prior to the outbreak of COVID-19, luxury writing instruments and stationery (the second smallest category in value terms amongst all luxury goods), 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.
Value sales of luxury writing instruments and stationery will began to recover in 2021 but it will take until 2023 to reach pre-COVID-19 levels. The category is expected to recover at a slower pace than other luxury categories due to the slow anticipated recovery for international tourism.
In the forecast period, e-commerce, whilst remaining a minor distribution channel for luxury writing instruments and stationery, is expected to continue to grow. It saw extremely strong growth in 2020 due to the pandemic-related store closures and health concerns and is expected to maintain its a role as Canadians increasingly choose e-commerce for its convenience.
Social media continues to be embraced by brands and retailers to reach consumers online. It is increasingly being used to build a consumer-brand relationship and to serve as an e-commerce channel.
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This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.See All of Our Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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