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 pandemic, the absence of foreign tourists became another factor putting pressure on sales of luxury writing instruments and stationery. Many products in the category are considered ideal gifts amongst those looking to purchase something for friends and family back home.
A major shift towards e-commerce was seen in the distribution of luxury writing instruments and stationery during 2020, though the channel will see a drop in share in 2021. 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 grow very slowly over the forecast period, with a return to pre-COVID-19 retail value sales levels not expected until 2026. However, this is mostly due to rising prices, as the retail volume sales are not expected to recover to pre-pandemic levels within the forecast period.
As the COVID-19 situation is brought under control during the forecast period, it is expected that social distancing protocols will be relaxed with major social events and celebrations taking place once again. Along with more events taking place, the expansion of gifting opportunities will support sales of luxury writing instruments and stationery, as a high proportion of sales in this category are generally accounted for by gift purchases.
Another factor that can be expected to support growth in luxury writing instruments and stationery is the return of foreign visitors to Indonesia. This is because luxury writing instruments and stationery are not uncommon as souvenir purchases among foreign visitors in the country, with many high-spending foreign tourists looking to buy luxury writing instruments and stationery to give 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.
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 Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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