Demand for luxury writing instruments and stationery was already gradually waning in South Africa prior to the emergence of the pandemic, in line with a general trend for digitalisation. Nevertheless, luxury writing instruments are seen as status symbols among locals.
With competition from digital items, writing instruments in general are slowly losing their appeal, especially among younger generations as these consumers would much prefer to own modern digital devices such as a high-end multifunctional smartphone. However, luxury writing instruments remain a popular gifting item when introducing someone to the world of luxury as they are more competitively priced.
Demand for the category is traditionally driven by the older generation of consumers who have an appreciation of the craftmanship behind luxury handwriting instruments. Collectors’ items tend to quickly fly off the shelves as soon as they become available, with heritage brands such as Montblanc maintaining their dominance as they are seen as a status symbol but also enjoy strong reputations.
Local consumers are likely to continue to reduce their spending on non-essentials over the early part of the forecast period, and this will particularly impact demand for luxury writing instruments, with volume sales expected to further decline until at least 2023, before seeing a marginal upturn. Therefore, sales will remain lower than pre-pandemic levels.
E-commerce is set to continue to penetrate the category over the forecast period, albeit from a low base. Jewellery and watch specialist retailers and luxury pen brands are increasingly moving online, and these small products are easy to have shipped.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in South Africa 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 DefinitionsThis report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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