Bullet journalling drives stationery sales

By Tori Linville for Gifts and Dec

A journal is one of the most personal items someone can own, and the trend of bullet journals skyrocketed in the past year, driving sales of traditional stationery supplies like writing instruments and notebooks, according to The NPD Group.

The bullet journal was deemed “the analogue system for the digital age” by creator Ryder Carroll, and has seen more than 2-million Instagram posts relating to the trend.

Last year alone, consumers spend almost $210-million on unruled spiral, composition, graphing and other kinds of notebooks – 18% more than the year before.

Writing instruments that are often seen being used for bullet journals saw growth in sales as well: colour markers saw a 17% increase, paint markers had a 9% increase, permanent markers saw a 6% increase, gel pens increased by 6% and porous pens increased by 5%.

“Today’s continuously evolving digital transition makes for challenging times in the office supplies industry, but there’s still plenty of opportunity for traditional products to spark interest and maintain relevance,” says Tia Frapolli, president of The NPD Group’s Office Supplies practice.

“As bullet journalling and its close relative hand lettering are the most recent trends to emerge, it’s clear that notebooks and writing instruments remain important to consumers’ lives in terms of creativity, self-expression, and productivity.”

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