Writing Instruments in the US

2020 IMPACT

Writing instruments fares best among personal accessories categories

Thanks largely to their more essential nature and usefulness during quarantines, writing instruments fared best among all personal accessories categories since the onset of the Coronavirus crisis in the US. However, the category is still likely to register its steepest decline in recent history in 2020.

Ease of purchase through e-commerce and essential retailers buoys sales

Unlike other personal accessories categories which count specialist retailers and department stores among their leading sales channels, writing instruments is likely to benefit from being sold primarily through retailers, including hypermarkets and stationers/office supply stores. This is because the latter were classified as essential across much of the US and were therefore able to remain open and operate as usual throughout the height of the pandemic.

Status of school and office re-openings will continue to influence performance

With most schools across the US having closed in mid-March and remaining closed at the beginning of the summer, writing instruments initially benefited from the fact that the lockdowns had missed its key back-to-school season, which contributes a large portion of annual revenue each year. However, as the virus has continued to spread across many parts of the US, it is looking increasingly likely that many school districts will either only partially open in the autumn or remain completely closed, electing for remote learning instead.

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