Luxury Writing Instruments and Stationery in the US

PROSPECTS

Luxury writing instruments and stationery sees further decline

After several years of declining volume and retail value sales luxury writing instruments and stationery remains under pressure against new technology, as traditional physical writing tasks are increasingly replaced by electronic functions through desktop and laptop computers, smartphones and tablets.

Luxury writing instruments no longer as popular as before

Luxury writing instruments such as fountain pens and rollerball point pens used to be purchased all year long, as popular gifts for graduations, Father’s Day, birthdays, retirements, Christmas and other special anniversaries. However, the US market is a mature market for holiday gifts.

Non-grocery specialist retailers remains the leading channel

Non-grocery specialist retailers, including stationers/office supply stores, continue to lead sales of luxury writing instruments and stationery, but shares of non-grocery specialist retailers have been gradually dropping, primarily due to expanded product availability through internet retailing. Stationers/office supply stores such as Staples and Office Depot have invested largely in developing websites that create a more seamless shopping experience and attract growing online consumers, and pure online retailers have expanded their online selection of writing instruments and stationery products as well.

COMPETITIVE LANDSCAPE

Montblanc continues to lead and actively advertises in face of lower demand

Montblanc continued to be the most coveted brand in luxury writing instruments and stationery in 2016, based on the strength of its brand expertise in manufacturing luxury writing instruments as well as brand history and culture. However, even Montblanc has struggled to maintain its growth because demand for writing instruments has declined as a result of the digital boom.

Limited activities seen on social media

Compared with other luxury goods products, writing instruments and stationery are not advertised as much through social media. Because style and design is what shapes purchasing decisions about bags, jewellery and watches, posting pictures of these products on social media channels is a necessary tool to capture consumers’ attention.

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