Bullet Journaling Trend Lifts US Stationery Sales

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According to data from global information company The NPD Group, Bullet Journaling is creating a significant social media buzz around the trend, including over two million Instagram posts containing the hashtag “#bulletjournal".


There is also a budding online market for bullet journal sales, with women making two-thirds of the purchases.**


Defined as “the analog system for the digital age,” a bullet journal can be a to-do list, sketchbook, notebook and diary, but most likely, it will be all them.


Unlike appointment books and planners, notebooks traditionally used for bullet journaling are filled with plain, unruled pages, leaving the organisation and personalisation up to the individual.


In the past year, sales of this type of notebook have risen by 18% and select writing instruments commonly used for this activity, such as colour markers (+17%), paint markers (+9%), permanent markers (+6%), gel pens (+6%) and porous pens (+5%) have all seen increased sales.


Based on information gathered from more than three million consumers it was found that the trend’s popularity is growing among young Millennials (18-24), as they have purchased more bullet journals online in the past year.** This group also spent more on stationery annually and were more likely to buy a wider array of writing products.


It would appear that although younger generations are the most tech-savvy, they are also the ones putting a fresh spin on ’back-to-basics’ activities and driving this and a trend for handlettering.


The challenge for retailers is to recognise that these types of activities remain important to their consumers creativity, self-expression and productivity and to nuture this penchant for ’digital detoxification’.



*Source: The NPD Group/ Retail Tracking Service, 52 weeks ending April 7, 2018
**Source: The NPD Group/ Checkout E-Commerce Tracking, 12 months ending March 2018

Photo by Estée Janssens on Unsplash
Photo by Estée Janssens on Unsplash
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