Luxury writing instruments shows slow rebound signs in 2021, after being drastically impacted in 2020. The category continues to suffer from the continued effects of the pandemic, with restrictions in place due to the high levels of infection and low rates of vaccination.
The Romanian government banned large social gatherings of any kind during the 2020 and early-2021 lockdowns as part of its response to the pandemic. Luxury writing instruments are often given as gifts for events such as graduations, birthday parties, and baptisms with these products still highly desirable and meaningful.
Prior to the pandemic, luxury writing instruments and stationery were the weakest performing category in luxury goods. Luxury writing instruments and stationery items are perceived as obsolete by many consumers, as the shift towards digital devices for communication and note taking continues.
Luxury writing instruments and stationery is one of the categories that is expected to have the slowest recovery to pre-pandemic levels. The speed of economic recovery will be a key issue going forward because, although luxury writing instruments are a comparatively affordable luxury, they are wholly ornamental for most consumers.
E-commerce penetration in this category is quite low in comparison with other categories, such as luxury timepieces and super premium beauty and personal care, even with the value share doubling in 2020. This situation is expected to change over the forecast period, as retailers such as eMAG are already starting to show more interest in selling luxury writing instruments.
Personalised luxury writing instruments are still regarded as a good gifting option amongst Romanian consumers, especially as a reward for a strong performance in the workplace or a goodwill gesture. This trend could help create a stronger recovery in category, driving volume sales over the forecast period.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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