National Stationery Week a big hit with retailers and consumers
9 out of 10 adults think writing by hand is important
This year’s National Stationery Week, Get Britain Writing and Get Kids Writing campaign, organised by the London Stationery Show and sponsored by Dodo Pad, Kokuyo, Maped Helix, Nu:Notebooks, Sheaffer and Zebra Pen, achieved record levels of retailer and consumer engagement. It attracted millions of pounds worth of coverage, and had an OTS figure in excess of 60 million.
The event is now in its fifth year and saw major and independent retailers including Paperchase, Marks & Spencer, John Lewis, Tesco and The Pen Shop getting involved in store, online and on social media with many running special promotions as the campaign has become a major sales opportunity for retailers.
Retailers came up with numerous ways to get involved with the week and boost footfall. John Lewis and Peter Jones gave goody bags to their first 250 customers in celebration of the first World Stationery Day, Paperchase had 10% off all purchases and others such as Fabriano Boutique in Covent Garden and The Country House Gift Company in Somerset ran poetry, drawing and writing competitions. Online retailer Euroffice arranged stationery collections for children at Great Ormond Street Hospital, and Bureau Direct ran a £300 stationery hamper competition on World Stationery Day.
A new initiative this year was to engage more with bloggers with many using the strapline “I’m a #NatStatWeek blogger” – comedian Sarah Millican and author Jill Mansell both confessed to their love of stationery on Twitter, and Chris Evans and guests talked stationery on his breakfast show on Radio 2, as did Steve Wright on his afternoon show.
Another major development on National Stationery Week was to partner with Cambridge University Press, underpinning the core values of the campaign, by promoting the importance of handwriting to children through a national handwriting competition. Over 7,000 entries were received from more than 100 schools. Elsewhere, hundreds of children from nine schools in Cumbria took the competition to the next level, as they set a new world record for the world’s longest letter at 4,800 metres long. This is currently being housed in the Lake District Visitor Centre and will be part of its Unesco 2016 bid.
YouGov research commissioned by National Stationery Week revealed that 92% of adults believe that writing by hand remains an important tool, and that 97% think it is important to teach handwriting to children in school, giving a new impetus to the campaign.
“National Stationery Week is driving the debate about the importance and relevance of writing by hand in a digital age, and championing stationery and writing products to the consumer” says organiser Chris Leonard-Morgan. “It’s where fashion meets function.”
Posted on 15th July 2015 by Hazel Fieldwick