The Rise of the Notebook


For a millennial, the idea of buying a paper notebook or diary may seem an unusual purchase, however if you are a habitual stationery lover, you are not alone; despite the onslaught of technology, the average person uses between 2 and 4 notebooks a year. One would think that paper and pen were a thing of the past, but this couldn’t be further from the truth.

According to Mr Wittington of Present and Correct, sales increase by 15-20% year on year for notebooks and diaries. He believes that despite millennials being digitally savvy, most are keen to re-discover products.

Luxury British brand Smythons note that their most popular product is the £155 lambskin diary. In the same vain, Moleskine, a mid-level stationery brand, with products starting at around £15 claim that 90% of their sales come from paper based products, namely notebooks and diaries.

Since the recession, there has been a common thought that the consumer is driven by price and bargains, but this couldn’t be further from the truth. A notebook