Luxury writing instruments and stationery products are niche in the Mexican market. Consumers of these products tend to be professionals and those who prefer traditional products to digital alternatives, with writing instruments accounting for the majority of sales.
In the context of the closure of physical stores and consumers’ increased digital engagement, many luxury writing instruments and stationery brands developed and enhanced their digital presence in 2020 and 2021. Faber-Castell, for example, was highly active in social media during the previous year and has remained relevant in 2021, advertising its wide portfolio, including coloured pencils, pencils and many other types of writing instruments.
As luxury writing implements and stationery products are often given as gifts, seasonality plays an important role in sales. During the COVID-19 crisis, many people have still been minded to gift these products on special occasions as a special treat which might bring some joy during the rigours of home seclusion.
Luxury writing instruments and stationery is expected to continue to see double-digit current value growth in both 2022 and 2023, with ongoing strong year-on-year growth for the rest of the forecast period. While sales are set to exceed the levels seen prior to the outbreak of COVID-19 by 2022, these products will remain niche in the Mexican market, with a limited audience of wealthier afficionados and consumers gifting them as special presents to friends and family.
In addition to purchases for gifts, some luxury writing instruments and stationery is purchased by aspirational consumers for their own use and to present an image of status to friends, family, and business colleagues and associates. These purchasers tend to be less wealthy, with many having to save up for these products, in particular for luxury writing instruments.
Although many Mexicans have enjoyed the company of friends and family and started to get back to their normal interactions in 2021, caution around social events will remain prevalent for some time due to concerns about COVID-19. A part of the consumer base will continue to avoid frequent social interaction into the early part of the forecast period, until vaccination programmes can be seen to have had a positive effect on the spread of the virus.
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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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