January 9, 2023 •
Although the economy may slow, the desire to splurge endures
Perception defeats reality, especially concerning the economy. A significant portion of stationery, gift and home sales are driven by HENRYs, AKA high earners who aren’t rich yet. This demographic earns between $100K-$250K, but doesn’t feel rich or necessarily save much, according to The Balance.
In October, Pam Danziger of Unity Marketing found that two-thirds of HENRYs believe a recession is occurring, or arriving in the next six months. So, lingering recession fears endure, possibly reining in all-important HENRY spending.
So, how can HENRYs be encouraged to throw caution to the wind? Stationery remains the ultimate affordable splurge,
sensibly scratching that itch to spend. Books of all kinds are making a strong showing in gift — so these icons naturally draw the literate. Henri Matisse generated his famed cutouts starting in the 1930s, but the format feels new in the hands of today’s makers. Meanwhile the humble stamp comes center stage to be recognized for its palm-sized artistry and power.
And when it comes to product categories, the American obsession with dogs and cats has made them a legitimate retail category, demanding their own dedicated space. Meanwhile, can flat card and greeting card sets speak to a market where counter cards don’t fully meet correspondence needs? Fingers crossed the answer is yes!
While stacked book designs feel engaging and clever, this literary device lends itself to endless imaginative formats.
Dynamic and engrossing, colorful shapes and squiggles engage both the eye and the wallet.
Whether these mini masterpieces are broken down into washi tape squares or blown up to card or sticker size, their artwork and artistry stands strong in the spotlight.
Our four-legged friends aren’t just cherished family members, they make home feel like home. This distinctive sentimentality makes them an essential piece in the gift and stationery puzzle.
This sophisticated format offsets greeting cards with their cool, straightforward crispness, and as such are an essential part of any modern stationery merchandise mix.
A single card is simply not sufficient for some, so sets fulfill correspondence needs as they enable a maker’s artistry to truly shine.