writing materials is the New Candle!

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If man told me that candles would be sold for .00 when I started my retail career as a Grace Bros cadet 22 years go, I would have opinion they were dreaming!

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The dream is a reality, with candles in all sizes, colours, fragrances, containers and prices, becoming a key gift item over the last 10 years. In fact, there are dedicated stores that sell candles and all that goes with them.
Whilst I am a big fan of the candle and have them all over my house with backup in the linen cupboard, I think that I am a little candled-out and I am not alone.

When looking at the 'next big thing' we need to look at why the 'current big thing' was so popular.  They appeal to a wide range of tastes, have multiple applications, appeal to both men and women, are ageless, have a fashion component and are functional.

Consumer value-perception is changing. They value a well designed piece, ability material and functionality. They will pay a little more for something that is distinct and not widely available.

Candles are; attractive, scented, evoke emotion, gorgeously packed, part of home-décor and don't need to be hidden, favorable for a wide variety of tastes and ages and most importantly are functional as they are used and not just decoration! They are not a risky item for you to stock in your stores.

The retail landscape is also changing, we now have emerging specialists who are carving a place for themselves amongst the mass merchandisers and agency stores. They offer a greater assortment of product, move with the trends faster and have a higher level of buyer service.

When shopping at these stores consumers seek a 'special' total shopping experience which encompasses product, ambience, aid and location. Price, while still an influencer, is not a choosing factor.

When looking at their product mix, Gift and Homeware stores need to consist of products that these emerging specialists are selling. This will ensure they are capitalising on the growing awareness and buyer ask built by the specialist.  To ignore this would be to drive your customers towards the specialty stores.

One example is the trend back to writing stationery. The evolution of writing and boxed stationery, which includes fashion prints, notepads, journals, boxed cards, tags, photo albums etc, in the mainstream shop is easy to succeed over the past few years in Australia. 

Specialty paper/stationery stores did not exist in Australia eight years ago. More and more specialists are chance their doors and creating a destination for arbiters of functional, entertaining writing materials and writing materials and all that goes with them.

Consumers are exposed to these stores and seeking a wider variety of these products in their general shopping destinations. 

Once upon a time, a card was .00 and the opinion that we would be buying .00 cards was unbelievable. Now, it is a reality with a range of cards and wrap that rival London's Paperchase stores.

Emails and public websites, such as Facebook, have only enhanced the need for personal communication and contact. Increasingly, I hear that people do not have time to read personal emails and are sick of only receiving bills in the mail. With such a wide variety of papers and cards available, looking your signature piece is easier than ever before.

Once a status emblem of the upper classes, fine-writing stationery, and beautiful notecards are now sought after by the gift buying consumer. For years we dreamed of visiting the stores of the masters; Smythson of Bond street in London, Crane & Co from the Usa, Kate's Paperie in New York and Cassegrain in Paris. In fact, it was on these trips that we stocked up as we could not buy such things in Australia.

Today's buyer is now aware of these products in Australia and has added them to their shopping list when shopping at home. They desire something that is not just entertaining and usable but also a reflection of their style.
 
So this leads me to make this bold statement - writing materials is the new Candle.

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