Luxury writing instruments and stationery are expected to record a decline due to COVID-19, moving from flat-rate value growth in 2019, to a value decline of 33% for 2020. Lockdowns, store closures and increased price-sensitivity have all impacted consumers purchasing behaviours, with many consumers avoiding purchases of unessential items, including luxury writing instruments and stationery.
The government installed a lockdown in Italy from March 2020, which required those who could work from home, to do so. As such, workers of all levels of experience began working from home, creating their own office spaces within the household.
Luxury writing instruments and stationery are often retailed through luxury jewellers and timepiece retailers, as well as stationery specialists. Therefore, the closure of these specialist outlets during the lockdown period will have heavily dampen sales.
Due to the outbreak of COVID-19 in 2020, luxury writing instruments and stationery is set to record a double-digit value decline for the year, with heightened financial insecurity, lockdowns and a lack of gift-giving occasions all negatively impacting sales. Recovery across the forecast period is set to be positive, and will be linked to consumers feeling confident and comfortable to visit stores once more.
Across the coming years, a strong digitalisation is expected to take place in Italy, a country where this evolution has historically been very low. This will encourage less use of writing by hand, and more use of note-taking through computers and tablets, with workers focused more on computer-based and online documents.
Luxury writing instruments and stationery is in a better position than other products, to be retailed through e-commerce. During 2020, e-commerce sales increased for luxury writing instruments and stationery, with consumers fearful of visiting stores due to COVID-19, turning to the online channel as a safer method of retail.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Italy 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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