China’s stationery market is entering the new-school-year season and returning to purchasing patterns that prioritize practicality. A survey found that parents account for much of the purchasing, while notebooks and art-related products are performing well.
China’s stationery consumption peaks at the start of the new school year, with purchases characterized by a concentration among certain buyer groups, list-based shopping and household purchasing.
A JD.com survey found that parents aged 26–45 accounted for more than 70% of this season’s buyers, while students aged 25 and under represented just 9.1%. Gel ink ballpoint pens led all product categories, holding a 12.5% share of sales.
Sales of specialized notebooks, including mathematics and composition notebooks, have surged. Art-related stationery, including 3D sticky notes, custom notebooks and DIY craft kits, is also selling well. The trend is attributed to the growing diversity of classroom activities driven by the promotion of arts education and labor education.
Meanwhile, high-tech and trend-oriented stationery, such as electric erasers and fingerprint-recognition pencil cases, are no longer mainstream. Consumers are increasingly valuing practicality, multifunctionality and usability in a wide range of settings.
Analysts say the focus on flashy designs is fading, with safety, ease of use and durability becoming stationery’s core values as a learning tool.