Features Stationery Trends Magazine

In uncertain times, small pick-me-up purchases rise. First dubbed the “Lipstick Effect” during The Great Depression, the term reentered the zeitgeist post-9/11 when Estee Lauder literally saw lipstick sales spike. Here, the itch to spend is still scratched but moderately. Instead of a new sofa, for example, a throw is purchased.

2025 finds the concept rebranded to “Treatonomics,” or “Little Treat Culture” in Gen Z TikTok speak. ”It’s less about ‘guilty pleasures’ and instead about injecting moments of guilt-free joy into life,” explained Meredith Smith, senior director at retail analysis firm Kantar. “It’s the ‘Lipstick Effect’ on steroids because consumers have this heightened sense of uncertainty coupled with more options and access than ever before to turn everyday decisions into an opportunity for a treat. As a result, people romanticize their water intake, how they dress and decorate their homes, buying themselves treats as a mental health boost — all to inject joy into fraught times.”

Tellingly, Smith also indicated that instead of celebrating harder-to-attain milestones like home ownership, “inchstones” are instead commemorated — think break-up or divorce parties, dog birthdays and the like. Unfortunately, Kantar predicts this volatile, uncertain climate will extend three to five years. This does, however, provide certain opportunities for our message-driven, visually stimulating and ultimately uplifting stationery category. The first necessity, then, is staying agile and attuned to microtrends — starting with our annual design abecedary!

A. ARRESTING FROM OUT OF THE GATE. Grabbing a consumer’s eye has never been more challenging — so color palette, verbiage, imagery, lettering and even envelope need to be just so.

B. BELATED. Millennial celebrations aside, a birthday only lasts one day. Belated is far more open-ended, and by giving it real estate, you spur its celebration — and those sales.

C. CLOSE-UP. A shift in perspective dials up the emotional punch.

D. DETAILS. Tie on add-on sales with easy yet somewhat unexpected categories.

E. EMBRACING UNCERTAINTY. Don’t be afraid to lean into more uncomfortable emotions with your card offerings. Keep it open-ended and let your clientele fill in the blanks as they require.

F. FANCIFUL. Open-ended play doesn’t just inspire young imaginations, it also generates classic, wholesome family fun.

G. GOING INWARD. Losing oneself in an age-old craft yields both a mastery of a new hobby and an escape from the stresses of the modern world.

H. HANDKERCHIEFS. Pocket-sized, earth-friendly and affordable, these have been redesigned and reinvigorated with fantastic results — these have “little treat culture” written all over them!

I. INCHSTONES. As once overlooked life events become cause for commemoration, look for cards that enhance these transitions with wit and warmth.

J. JUST SENDING COMFORT AND HEALING. Once somewhat trite, the “Get Well” category has beautifully blossomed to encompass cards that aim to tackle the isolation of health struggles.

K. KICK IT UP A NOTCH. The upbeat, West Coast-tinged vibes of the late ’60s and ’70s feel familiar, friendly and somehow perfectly suited to these times!

L. LAYERS. It’s hard for even a casual viewer to not be captivated by these sculptural, artful presentations cropping up more and more — they truly capture the wonder of stationery!

M. MAHJONG. As both an activity and a product category, “mahj” (as it is dubbed by its enthusiasts) is potentially shaping up to be the next book club!

N. NEW MUST-HAVES. If you sell candles, if you sell letterpress, why are you not selling letterpress matchboxes?

O. OVERSIZED. While the diminutive is always dainty, large has multifunctional appeal. This kisscut sticker roll can be washi, seal a package or a million other uses.

P. PASTORAL. What’s not to love about peaceful, people-free vistas filled with deer, mushrooms, butterflies and the like?

Q. QUINTESSENTIALLY PUMPKIN. This fall fruit has left its jack-o’-lantern origin story behind to come into its own as a lifestyle icon.

R. REVISITING WESTERN. Speaking of iconography, here’s another fabulous glow-up!

S. SCALLOP. This fun flourish adds a fancy yet somehow unserious flair wherever it appears.

T. TAROT. This imagery tends to be shorthand for the occult-related — but it also stands on its own.

U. UNWORLDLY APPARITIONS. We have been following the ghost trend at Stationery Trends since our Summer 2024 Issue — but it continues its haunt!

V. VICTORIANA-ESQUE ETCHINGS. Depending on application, this imagery can feel storied, luxurious, humorous and/or formal.

W. WIRE-O. After years out of the spotlight, this treatment is back in a big way, often a dynamic design element in and of itself.

X. XEMPLARY WOMEN. Seek smart, history-tinged commemorations of the fairer sex — ingenious infographics provide powerful punches of inspiration wherever they’re witnessed.

Y. YOU SILLY GOOSE. For whatever reason, this specific imagery and verbiage is having a moment. Interpret this mini-trend as you like!

Z. ZING. Extraordinary custom creations — in this case, lasercuts with a gold sparkle paper insert — showcase the wonder of our magnificent medium, and of course those being celebrated, both now and for posterity.