How stationery became our lockdown staple
We’re all finding new (old) ways to keep in touch and make our interactions more meaningful, says Hannah Banks-walker
we live in a world where communication is, in theory, easier than ever before. As the Covid-19 crisis has forced us into isolation, those of us lucky enough to possess the capability to do so are Zooming, catching up with friends on Houseparty, enjoying family reunions via Facetime and suddenly feeling grateful for those Whatsapp groups that once felt exhausting. This relentless digitisation of relationships is, however, being challenged by the good old-fashioned letter. Yes, the one written on paper, with a pen. In this pandemic, sales of stationery are soaring.
Papier – the Millennial-friendly, online stationery company – reports that, in the last few weeks, sales have increased by 300%, with demand for greetings cards, notecards and writing paper tripling in the past month. The trend is also reflected in Google data, where searches for birthday cards, for example, have increased by 400%.
The irony of using a digital service to access a distinctly analogue tradition is testament to our complex times – and illustrative of the fact that people are trying to find new and creative ways to communicate with loved ones, even if that means going back to basics. According to Taymoor Atighetchi, founder and CEO of Papier, ‘More than ever, we’re seeing people wanting to connect with one another. They’re looking to do that in more thoughtful and meaningful ways than through purely digital means such as Whatsapp or email. They’re sending more cards and writing more notes than ever before.’
Smythson, too, saw an 80% uplift in its stationery category during April, a trend that shows no sign of abating. The brand has seen sales of its notebooks more than double, while sales of the plain stationery range have increased by an impressive 203%. ‘The enforced slowdown we are
experiencing has given us the time to take stock and think about the quality of our communication,’ says Xavier Rougeaux, the brand’s CEO. ‘While a quick text or call can serve a purpose, there is something much more thoughtful and personal in taking the time to pen a handwritten note. Where previously we’d be in contact with family and friends to make arrangements or simply check-in, we now have the time to write to keep in touch and it is a more meaningful and fulfilling exercise than firing off a hasty Whatsapp message.’
As our conversations with colleagues, friends and relatives are now largely happening through online portals, these slower forms of correspondence offer us all some breathing space; an antidote to the relentless pace of life, even in lockdown. Giles Deacon, creative director at Aspinal, agrees. ‘Interestingly, we feel this shows that while we are still ever reliant on technology, we’re reverting back to the nostalgic ways of note keeping, recipe writing and practicing our creative writing skills at home.’
Of course, it doesn’t hurt that stationery is, by its very nature, an Instagram-friendly commodity. And now, thanks to lockdown restrictions, photographs of finely curated desks and beautifully calligraphed notes are replacing #ootds and holiday selfies. Liberty says this has been reflected in sales, with desk-decorating clearly at the forefront of our minds. It’s seen strong demand for Bridie Hall pen pots since lockdown began (sales are up 155%) while luxe embossed leather notebooks are another big hit. As Caroline Kent, founder and creative director of independent stationer Scribble & Daub, says, ‘Buying a beautiful set of notecards can bring just as much joy as a new lipstick – the very act of writing and sending them puts you in stylish and thoughtful company.’
And we’re not just buying stationery for ourselves. Aspinal has seen a rise in demand for its giftable, customised notebooks, while Papier’s ‘Love From Afar’ cards, designed specifically for lockdown, are flying. At Scribble & Daub, handpainted gift sets are proving popular, ‘Our cards are designed to be like a little handpainted gift in themselves,’ says Caroline. ‘The joy of receiving something beautiful and handwritten in the post – nothing can or, I hope, ever will replace that very particular form of human interaction.’
Interestingly, while we’ve been led to believe that ‘paperless post’ is the more environmentally friendly way to stay in touch, it may not be as sustainable as you think. In a report published towards the end of last year, energy company Ovo concluded that if every adult in the UK sent just one less email every day, over 16,433 tonnes of carbon would be saved each year. By contrast, paper is one of the most recycled products in the world. In fact, the paper industry is the biggest single industrial user and producer of renewable energy throughout Europe, with 93% of water used during manufacture returned to the environment. Most reputable stationers also all use Fsc-certified paper, meaning it is responsibly and sustainably sourced, but it’s important to check a company’s credentials before you buy.
Whether you favour a more traditional aesthetic, as offered by Aspinal and Smythson, something more playful from Papier or opt for fashion editor favourites like Mount Street Printers and Studio Sarah, the wealth of stationery on offer is larger than ever. That’s good news for your #WFH desk, and potentially even better news for your friends. ‘I hope this is a trend that will outlast lockdown, the world would be a better place for it,’ says Caroline. We may have more digital tools at our disposal than ever before but it seems that, when it comes to forging meaningful connections with one another, old habits die hard.
‘ WE ARE REVERTING BACK TO NOSTALGIC WAYS OF NOTE KEEPING’