Sales of luxury writing instruments and stationery declined substantially over the course of 2020 as demand for all types of products within the category fell heavily under pressure caused by the COVID-19 pandemic. One of the main factors that compromised category growth during the year was the severe diminishment of gifting opportunities.
With Indonesia’s borders closed to foreigners for much of the year, the absence of foreign tourists in the country was another factor putting pressure on demand for luxury writing instruments and stationery in 2020. Many of the products in the category are considered ideal gifts among foreigners looking to purchase something unique and individual for friends and family back home to be gifted upon their return.
A major shift towards e-commerce was seen in the distribution of luxury writing instruments and stationery during 2020. Unlike most categories of personal luxury, many of the products categorised under luxury writing instruments and stationery lend themselves to e-commerce.
Sales of luxury writing instruments and stationery are expected to recover only very slowly over the forecast period, with a return to pre-COVID-19 sales levels not expected to be seen until 2025. While the low unit prices of most of the products in the category in comparison with other types of personal luxury items can be expected to support growth at a time when even fairly affluent Indonesians are feeling pressure on household incomes due to the adverse economic environment that has emerged in the wake of the COVID-19 pandemic, luxury writing instruments and stationery is a category products that are seen as the epitome of non-essential luxuries.
As the COVID-19 situation is brought under control during the forecast period, it is expected that social distancing protocols will be relaxed to the extent that major social events and celebrations can take place once again. This is likely to mean an expansion of gifting opportunities, supporting sales of luxury writing instruments and stationery, a category in which a high proportion of sales are generally accounted for by gift purchases.
Another important factor that can be expected to support sales growth in luxury writing instruments and stationery during the forecast period is the eventual reopening of Indonesia’s borders to foreign visitors. This is because, as mentioned above, luxury writing instruments and stationery are not uncommon as souvenir purchases among foreign visitors in the country, while many high-spending foreign tourists also look to luxury writing instruments and stationery as gifts to take home to friends and family upon their return.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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