As the world continues to shift into a digital world, physical stationery is slowly declining. When we think of writing letters the first thing that pops into most minds is old people or a kinder word "vintage". We can all agree that writing letters is a dying form of communication and now with everything being digital, it will continue to progress as a lost form of communication.
Declining Trend
As someone who writes letter, I am a huge advocate for stationery items. Anything from highlighters to pencil pouches. However since the advancement of technology, stationery products and their companies are taking a toll for it. According to IBIS World the average industry growth of stationery has dropped -0.6% since 2015.
The target market is becoming smaller and smaller. Where stationery is being seen as a hobby rather than an essential in everyday use. It is predicted that the stationery market will continue to decline as technology advances continue to rise.
Trying to Find A Niche
As stationery companies are losing revenue, it is also difficult to enter into the stationery world. Most of the stationery market target audience are individuals who use stationery for their hobbies rather than a necessity. They are looking for items that meet their curiosity and liking rather than everyday use. Transparency released an article about if stationery brands want to continue to exist they need to find a niche to continue to grow.
We can all recall all of the stationery items that we have boughten throughout the years just because they were "cute", but in reality they are useless. However, this is great for keeping stationery brands alive because it is exactly what they want their audience to do and they will continue marketing products that consumers love because of the uniqueness of the product.
Keeping Up With the Trends
Even though we are seeing a decrease in stationery products, stationery products will always be improving and keeping up with the trends to stay relevant. With the world pandemic starting over a year ago, many stationery companies took advantage of this and started promoting products that reverenced the pandemic in puns or they promoted their line up of letters because we were unable to meet in person. Stationery brands are always changing the trends and stay up to date with the trends of the world. Stationery Trends so an amazing job staying updated with the trends to inform their consumers about what is going on in the stationery world.
Is Writing Letters Really a Dying Form of Communication?
Even though there is a declining trend of stationery brands losing revenue, people will never lose their interest or hobbies. The writing of letters may be decreases because of the advancement of technology, but the act of appreciation will never die.
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