Features

January 9, 2023 • Sarah Schwartz
Pretty Practical

Despite their small size, the "stamped" leterpress icons in Belle & Union's PS Collection make an immense impression.

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!

DESIGN TRENDS

Books

While stacked book designs feel engaging and clever, this literary device lends itself to endless imaginative formats.

Best Chapter Yet Card by Morgan Swank Studio
Best Chapter Yet Card by Morgan Swank Studio

Matisse-Inspired Cutouts

Dynamic and engrossing, colorful shapes and squiggles engage both the eye and the wallet.

Mindful Crafts: Geometric Paint-by-Number Kit by Chronicle Books
Mindful Crafts: Geometric Paint-by-Number Kit by Chronicle Books

Stamps

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.

Glitter! Forever Snail Mail Bonanza Stamp Sticker by ILOOTPAPERIE
Glitter! Forever Snail Mail Bonanza Stamp Sticker by
ILOOTPAPERIE

PRODUCT CATEGORIES

Animal Nation

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.

Catffirmations Notes by Chronicle Books
Catffirmations Notes by Chronicle Books

Flat Notes

This sophisticated format offsets greeting cards with their cool, straightforward crispness, and as such are an essential part of any modern stationery merchandise mix.

Busy Being the Change Social Stationery by CheerNotes
Busy Being the Change Social Stationery by CheerNotes

Card Sets

A single card is simply not sufficient for some, so sets fulfill correspondence needs as they enable a maker’s artistry to truly shine.

Botanical Dogs Pop-Up Cards by UWP Luxe
Botanical Dogs Pop-Up Cards by UWP Luxe



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