Features

Clearly, 2024 has not been the best year for the economy. According to Bain & Company, the luxury market dropped a staggering 1 to 3 percent in the first quarter of the year. In June, the Affluent Consumer Research Company’s (ACRC) luxury tracking study found that 9% of the roughly 400 affluents surveyed said they made no luxury goods, services or experiences purchases in the past 12 months. By September, that number had nearly doubled, to 17%.

Meanwhile, over on TikTok, the “underconsumption core” trend is raging. As Isabella Hussar describes on Apartment Therapy, “In response to hyperconsumerism — aka buying more stuff than you need, and particularly the stuff owned by everyone on your social feeds — people are showing off the items they already have — from décor items to makeup
and clothes to reusable plastic yogurt containers — and calling it ‘underconsumption core.’”

That translates into goods being thrifted, gifted, repurposed or handed down — that is, typically not purchased new at retail prices. So, what is a stationery and gift store to do? First off, stationery tends to be both utility-driven and single-use — that’s why you never see a half-used notebook at a garage sale or thrift store.

And, stationery has the precious power of its messaging. Whether it is a self-care sticker or a Taylor Swift greeting card, both have the potential to uplift, make us laugh and bring us closer to loved ones, all at a rather reasonable price. Keep reading for more design trends that sample that special stationery secret sauce!

A. AIR FRESHENERS. This category uplifts car spaces just like greeting cards uplift mailboxes, so these babies are definitely ready for their stationery close-up!

B. BELLYBANDS. As packaging becomes more minimal and less plastic, bellybands add a polished finishing touch to a broad range of products.

C. CATS. An election year focus on cats (and cat ladies!) may just bring felines to the forefront of the pet category, edging out canines.

D. DARK. In uncertain times, talking always helps. It often falls on stationery to initiate difficult conversations.

E. ELEVATED CRAFT. When the activity is also the product, every last element must be polished.

F. FANCIFUL. Americans still love novelty — and if that means blending a few popular motifs into something completely fresh — like Disco Cowgirl for example — so be it!

G. GIVING BACK. Many shoppers expect brands to donate a portion of profits to worthy causes, so their purchase works twice as hard. Those makers who actually give a fresh start to others through the manufacture of their product pack a heavy emotional punch.

H. HEALTH FOR THE SELF. When life is difficult, look inward. Acts of self-care and encouraging others to do the same helps get us all through.

I. INTO THE ENCHANTED KITCHEN. We’ve already seen how the Enchanted Forest theme speaks to gardeners. It also infuses kitchen drudgery with a bit of magic!

J. JIBE. Connecting planners to phones adds a futuristic, fun element to tackling even the most mundane of tasks.

K. KEEP EVOLVING. Makers in our space constantly push the envelope as to where a printed product can go, and what it can ultimately achieve.

L. LITTLE CRITTERS. Edible bugs are a trending topic — which perhaps explains why they are scampering across stationery en masse as well.

M. MILESTONE BIRTHDAYS. Old is the new young, and an absence of shame around advanced ages means that bigger milestones are being celebrated with the fanfare they deserve.

N. NEUROSPICY. Counteracting the shame that a diagnosis of autism or dyslexia once incurred, this powerful word makes neurodivergent identities feel less intimidating.

O. OWLS. Perhaps in the hope that we can actually obtain some wisdom from these mysterious, nocturnal beings, solitary birds of prey are definitely the birds du jour.

P. PAINTERLY. At display, abstract, colorful surfaces on gifts beautifully offset the clean strong messaging of stationery.

Q. QUINTESSENTIAL RETRO KITSCH. The Fabulous Fifties are long gone — but its unmistakable iconography has returned to the stationery and gift zeitgeist.

R. RECONSTRUCTED. Reenvisioning familiar forms adds a fresh element of fun that is hard to resist.

S. SNACK. This term can indeed refer to a small meal. It can also now be a person, or possibly even a private act.

T. TAYLOR. Need I really say more?

U. URBAN HOLIDAY. In recent years, the Christmas category has been infused with pink and blue — but urban holiday vistas are shaking up the scene.

V. VINTAGE VOGUE. This is yet another trend brought to my attention by Notes & Queries — now I’m seeing it everywhere from John Derian to Jonathan Adler!

W. WAY ON THE BACK. Every inch of card real estate is precious — which is why makers are cleverly incorporating back copy into the entire card experience.

X. XTREMELY IN TOUCH WITH ANXIETY. Much like we see with neurospicy, a new openness about our challenges makes them easier to live with and accept.

Y. YEAR-ROUND SPOOKY SEASON. Just as “Pumpkin Spice Season” starts for many on Aug. 1, Halloween doesn’t end on Oct. 31 anymore! Engaging pieces keep the frightful mood happening all year.

Z. GEN Z. This generation is made up by those born in the 1990s and early 2000s — and their fingerprints are all over this abecedary. Fortunately, they also enjoy poking fun at themselves.