Features

2026 has been a mass of contradictions. On the macro level, store closures and bankruptcies have dominated headlines. Closures include 400 Francesca’s, 350 Walgreen’s, 100 Carter’s, 40 Kroger, 33 American Signature Furniture, 20 Yankee Candle and 14 Macy’s stores, according to Unity Marketing. Meanwhile, the prestigious, iconic Saks Fifth Avenue — along with Neiman Marcus and Bergdorf Goodman — filed for bankruptcy.

Interestingly, at the micro level, nearly two-thirds of Gen Z shoppers — the first truly digitally native generation — say they prefer in-store experiences, according to L.E.K. Consulting. Perhaps that’s why there were actually more store openings (1,201) than closings (733) in February, according to Coresight Research. Those openings include 33 Dollar Tree, 14 Nordstrom Rack, 12 Five Below, 100 Tractor Supply and 60 Barnes & Noble stores.

Unity Marketing’s Pam Danziger theorized that shopping behavior has become fluid, with a consumer browsing at a mall before picking up an online grocery order, for example. She emphasized that 80 percent of retail still happens in the store, and while digital storefronts are used for transactions, they also serve to drive customers to the physical venue.

And it’s there that retail excitement tends to happen, noted Sara Nabati, owner and co-creative director, Flying Wish Paper. “The home and gift market is leaning toward products that feel meaningful, experiential and rich with emotion. Products that bring a source of connection are gaining popularity because they offer something tangible — a physical activity amidst what is otherwise a fast-paced and impersonal digital world.”

Sounds pretty stationery-friendly to me! Keep reading to understand how these concepts express themselves in the baby, bridal and gift/home markets.

Baby + Kids

What’s Hot: “Twenty years ago, navigating the baby aisle was a binary experience,” recalled Vanessa Harnik, managing director, Notes & Queries. “It was a relentless sea of pastel pink or powder blue. I am seeing a new sophisticated shift. Despite the cultural phenomenon of ‘gender reveal parties,’ actual purchasing habits are leaning toward the enduring, the elegant and the gender-neutral. As retail footprints for cards tighten, the hero designs that survive are those that balance luxury with universal appeal.”

Hannah Brown, marketing & publicity, Schiffer Books, agreed. “Softer colors and neutrals are trending across categories. In the baby and kids’ markets, we’re coming out of a time dominated by bright, primary colors. I’m also seeing more eco-friendly products, like products and publications made with wood and recycled materials, and a move away from plastic. Inclusivity has been, and continues to be, on the rise, especially in the baby and kids’ markets. Our Schiffer Kids team has done an excellent job publishing titles that highlight inclusivity and diversity, particularly in the neurodiversity space — covering topics like autism (I Am Odd, I Am New), Depression (Bipolar Bear), and OCD (Unraveling Rose).”

Tried & True: There is a massive resurgence in luxury classic brands, Harnik said. “Consumers are bypassing fleeting trends in favor of ‘forever’ characters like Beatrix Potter and even Miffy. These licenses offer a sense of stability and ‘prestige’ that parents and gift-givers crave.”

Also Look For: When digital noise abounds, the tactile is a primary differentiator, opined Harnik. “I am seeing a move toward artisanal finishes like heavy cardstocks, deep embossing, and delicate gold foiling.”

In terms of design, Brown sees minimalistic design continuing, and color blocking functions in more ways than one. “[In] our Schiffer Kids de la Runway series (Colors de la Runway and Num8ers de la Runway), a geometric, colorful appearance gives teaching colors and numbers a fresh design approach.”

Maker Quote: “A fresh, quirky trend is sprouting: baby fruits and vegetables. We’re seeing a card surge featuring baby snowpeas, tiny citrus and garden harvests. Paired with light foiling and ribbon or bow embellishments, these feel whimsical without being cutesy, contemporary and inherently gender- neutral. Tiktok and Pinterest have popularized ‘cottagecore,’ a romanticized, rural aesthetic that favors natural fabrics, vintage illustrations, and garden motifs.” — Vanessa Harnik, Notes & Queries

Bridal

What’s Hot: Veronica Beretta is senior manager, marketing and brand innovation, Quilling Card and Husk & Heart, so she has an excellent sense of trends in this domain. She’s also recently engaged, so is experiencing the bridal market a bit differently lately! “One thing that really stands out is the return to handwritten notes and keepsake paper goods, not just for guests, but also for vendors,” she shared. “Couples are clearly moving away from disposable favors and toward things that feel more personal and meaningful. I’ve even seen seating charts made up of handwritten notes or cards for each guest, which then become a keepsake from the day.”

This is backed up by Pinterest — which released “Pen Pals” as one of its major 2026 trends — and even the New York Times. In a recent wedding trends article, Loni Peterson, owner of LP Creative Events in Denver, reported her clients are incorporating notes into their receptions. “I’m seeing them find unique ways to connect with each guest, whether thanking them for traveling to celebrate their marriage, including an inside joke or introducing them to the person sitting next to them at their table.”

Similarly, couples are embracing every stage of their own wedding journey, from engagement and bridesmaid proposals to creative bachelor and bachelorette celebrations, explained Jory Kate Haslett, senior product manager, Leanin’ Tree and Willow & Ivy. “Each milestone creates another meaningful, card-worthy moment. It’s no longer just about the big day; it’s about celebrating the entire experience and everyone who plays a part.”

Bridal aesthetics have shifted design-wise, continued Beretta. “There’s much more openness to bold color, jewel tones, and layered, multicolor florals instead of the traditional monochromatic or black-and-white palette.”

Tried & True: “Highly embellished wedding cards continue to be a customer favorite, especially among our Leanin’ Tree consumers,” Haslett stated. “Shoppers love that little extra special touch — whether it’s foil, embossing, die cuts or a tip-in — especially when the card doubles as a gift enclosure or a beautiful way to present a gift card.”

Also Look For: Florals are also timeless for a reason, pointed out Beretta, and endure forever on stationery. “Bouquets that mix multiple florals and colors consistently perform well. Roses, sunflowers, irises, hydrangeas and orchids are all perennial favorites.”

Maker Quote: “It can be overwhelming to design for every trend and every demographic, which is why truly knowing your customer matters most. For example, one of our key Midwest convenience store accounts sees wedding cards outsell nearly every other occasion, a powerful reminder that meaningful connections can be sparked in unexpected places, and that these shoppers don’t always look the way you might expect. Knowing that while every card isn’t for everyone, we truly believe every card is for someone — and that philosophy guides everything we create.” — Jory Kate Haslett, Leanin’ Tree and Willow & Ivy

Gift/Home

What’s Hot: The 250th birthday of the U.S. casts a long, starred-and-striped shadow over this market, described Lindsay Van Leuvan, director of design — home, Mud Pie.

“For spring 2026, we’re seeing a strong return to Americana décor. There is a renewed appreciation for heritage-inspired design. Think classic motifs, nostalgic details and a sense of pride in home. Small, giftable items continue to trend. Consumers are gravitating toward thoughtful, affordable pieces that feel meaningful and easy to gift, whether for hosting, seasonal moments, or everyday celebrations.”

Flying Wish Paper’s kits are designed with a similar aim in mind: to bring comfort, connection and joy to real-life experiences, echoed Nabati. “Our WISHING KIT products are not just pretty to look at; they are designed to enhance gatherings with a shared ritual: people pause, reflect, write a heartfelt intention, and release it in a beautiful, ceremonial moment.”

“I think we’re seeing a shift back into the ‘humanness’ of a product,” theorized Libby Llanso, creative director, Seedlings. “After Time announced the person of the year was AI and Pantone said the color was (essentially) white, I think people said, ‘Wait, I like real things.’ Don’t get me wrong: These tools are beneficial, and white is very important, but people want bright colors, the tactile, the organic and the imperfect. I think we’ll see brighter colors and maybe even a bit of nostalgia to the bubble letters and the scrapbook that once graced our coffee tables.”

Tried & True: In keeping with the Americana themes, Van Leuvan cited classic stripes, basket weave textures and washed navy blue. Nabati mentioned mushrooms, cats, botanicals, celestial elements, warm jewel-toned palettes, hummingbirds and birds, and designs that feel intentionally nostalgic. Llanso noted, “I think sustainability has gone out the door for many, but I still think it matters and is current even if it isn’t the buzz word anymore. It still stands as a selling factor of our products and the ethos at the core of what we do.”

Also Look For: Affordability and value are key, Van Leuvan underscored. “I’m always inspired by the idea of offering the customer elevated designs at accessible price points. I love designing pieces that feel thoughtful, well-designed and special, without feeling out of reach.”

Maker Quote: “Generally, handwritten notes, symbolic gestures and interactive gifting remain evergreen because they provide something real in a digital world. The Flying Wish Paper ritual, writing a wish or intention, lighting it, and watching it rise is timeless. Even as we introduce new themes and designs, the core experience continues to resonate across ages and occasions.” — Sara Nabati, Flying Wish Paper