Spring 2011
Celebrating Stationery By Sharon Naylor

The sizzling new trends in stationery forecast a whole range of vibrant, colorful products. One of the key staples in gift retail, stationery continues to soar. We chat with the experts to find out which trends will sizzle in the months ahead and what styles you should keep an eye out for.

The Write Macro Trends

Green is Golden

“Eco-chic is a top trend in stationery. Broadening awareness of global warming and other environmental challenges has brought eco-consciousness to new levels not seen since the 1970’s. Today’s consumer wants products to be not only environmentally friendly, but also eco-functional and eco-chic. The stationery industry continues to serve the eco-aware consumer with a growing assortment of gift packaging, journals, invitations and other products which are as beautifully designed as they are environmentally friendly.”
—Debra Gold

Love Letterpress

“Letterpress will be very strong all throughout the [stationery] category, not just on cards but also on coasters, calendars, and more because it is a very rich stock, very tex- tural. Letterpress is a rich and yummy heavyweight stock that gives that all-important tactile experience when received.”
—Patti Stracher

Humor is a Perennial Hit

“Humor is a strong trend, but it’s not offensive humor. People watch Jon Stewart, Jimmy Fallon, Conan O’Brien and David Letterman, and they want that kind of clever, witty, sarcastic, slightly snarky humor in their cards.”
—Debra Gold

The Kids are All Right

“The thank-you note, whether sent from an adult or child, is a powerful communication tool, and an important form of etiquette in our society. Additionally, juvenile-themed greeting cards for kids’ birthdays continue to be a strong category. The sending of a greeting card or note is a behavior that once learned as a child tends to continue into adulthood.”
—Doug Faust

It’s Only Fair

Fair trade papers are very important to many customers. They ask specifically if a product line is FSC-certified, meaning that it has certification that it has been made from sustainable products. The issue of fair trade is a driving force in stationery products, and I find myself buying a lot of fair trade products for gift wrap, such as beautiful handmade Nepalese papers inked with vegetable dyes.”
—Holly Brettschneider

Just the Thing

“A journal provides a tactile, tangible, permanent record of a person’s thoughts, inspirations and memories that creates a more satisfying experience than a digital organizer or online spreadsheet. An electronic device is not an accessory like a journal is. The new wave of journal designs reflects the fact that consumers are looking for stylish journals for their own use, and to give as affordable gifts.”
—Patti Stracher

Sharon Naylor

Naylor is the author of 30 wedding books, including Your Special Wedding Vows and Your Special Wedding Toasts.SharonNaylor.net




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