It’s psychological. But starting the school year with new equipment puts you in good conditions. The payment of the back-to-school allowance on August 17 marked the start of the race for supplies in the families who benefit from it. And for others, the end of the holidays is also the time to take an inventory of equipment at home, before starting shopping.
20 minutes went around the shelves with specialists to analyze the supplies that will sell like hot cakes this fall.
What’s new in the leather goods department?
Usually, parents are the decision makers when it comes to purchasing supplies… Except for the choice of binder and kit. Suddenly, the schoolchildren will be able to give it to their heart’s content. “This year there weren’t any big movie releases at Pixar or Disney, so the licenses that still work are the ones that already existed, like Harry Potter. Schoolbags and pencil cases bearing his effigy should still sell well, “anticipates Isabelle Cussac, child marketing expert at the Générations & Co. institute. More vintage models will not be outdone,” like the traditional schoolbags offered by Oberthur or Tann’s, because the trend is towards a return to simplicity, to softness, to softness, ”she continues. “The contents of the satchels being heavy, parents are looking for bags with reinforced backs and shoulder straps”, also specifies Yann Lagrue, head of the purchasing department at Bureau Vallée.
Among teenagers, no real surprise: “The Eastpak backpack remains the leader in its category, but if the plain black model remains the benchmark, we can see the growing attraction for flashy colors, which allow middle and high school students to stand out, ”continues Yann Lagrue. Another expected success: pencil cases with 2, 3 or 4 compartments, very practical for separating pens and markers, for example.
Which star calendars?
“It is the supply most subject to stock shortages. Football and cinema trips inspire new models. The themes of surfing and travel that evoke escape are also very attractive, ”notes Carole Beygly, supplies consultant at GFK. “The cheerful colors and plant patterns also work well,” observes Stéphanie Verrier, president of the Association des Industriels de la Stationie et du Bureau (AIPB). “Some licenses like Le coq sportif, Fila, or Fornite sell a lot. As well as the diaries with a cover with an animal (in particular a kitten), because they echo the concern of the young generation towards animal protection ”, adds Yann Lagrue. “Not to mention the models with quotes from Ben,” adds Isabelle Cussac.
This back-to-school season also marks a real turning point in purchasing intentions for ecological products: “Some brands have understood this well and are highlighting their eco-responsible approach, such as Quo vadis, which promotes a line of diaries made from recycled paper, with recyclable cover and made in France ”, emphasizes Stéphanie Verrier.
Notebooks that we are likely to see most often in the lockers
No need to procrastinate: this return to school, thenotebooks with a cover in polypropylene (plasticized) will tear off the shelves. “Already 3.3 million units were sold at the end of July (+ 23% compared to July 2020) when the cardboard notebooks are only at + 2%”, notes Carole Beygly. Admittedly, these notebook models cost a bit more. “But parents do not necessarily favor the cheapest products, because they are also looking for robustness in order to avoid replacing the equipment during the year”, continues Carole Beygly. “The Clairefontaine and Oxford notebooks are also very popular. And even if branded products are usually more expensive, back-to-school promotions make it possible to afford them, ”adds Yann Lagrue.
The pens that students will borrow the most
To be able to correct your copy quickly without leaving any traces… This is what allows the erasable roller which has completely dethroned the fountain pen in recent years. Even if its recharges are far from economical. “The ranges extend to new colors, mauve, sky blue…”, notes Isabelle Cussac. “Pilot remains the leader in the thermosensit market. Please note this fall: the FriXion Ball is made from at least 50% recycled plastic and its packaging is made from recycled plastic and cardboard. This meets consumer expectations, ”explains Stéphanie Verrier. In the same ecological trend, the range Ecolutions, from Bic, offers products made from at least 50% recycled materials. “The fashion for bulk to avoid packaging has also extended to supplies. And more and more French people are going to buy their pens at retail in stationeries, ”notes Yann Lagrue.
The 4-color Bic pen continues to be a hit this fall: “It is experiencing constant growth in sales and represents one in three ballpoint pen purchases,” notes Carole Beygly. Regarding the highlighters, there is something new on the shelves like the Maped mini-highlighters with animal design.. “And there is a big trend for pastel colors. Because we need calm shades, less aggressive for the eyes, ”observes Isabelle Cussac.
At the start of the school year, sales of colored pencils and felt-tip pens should continue to soar. In July, according to GFK, they had already grown by 19% compared to July 2020. “No doubt sales were driven by the renewed enthusiasm of children for drawing during confinements. And the brands which design markers and pencils allowing a good grip for the little ones like Staedler or Stabilo work well ”, explains Stéphanie Verrier. “In recent years, brands have been extending their ranges of felts by offering different sizes at the tip to adapt to the support force of children,” also notes Isabelle Cussac.
What’s new in the erasers, pencil sharpeners, rulers and glues department?
“On the rubber side, there is an advantage over simple versus two-tone products. Even if some licenses, like Harry Potter at Maped, are attractive to consumers, ”observes Carole Beygly. And here too, the eco-responsible trend is being felt: “Some erasers are made from natural rubber and cardboard packaging is preferred. And glues without solvents, based on natural elements, work well, ”emphasizes Stéphanie Verrier.
Pencil sharpeners with reservoirs have become the dominant model. With a touch of originality anyway: “The Croc Croc Maped rabbit-shaped models are popular among children”, observes Yann Lagrue. As for the geometry material: “The unbreakable models are always well positioned,” notes Stéphanie Verrier. No more nervousness at the end of the 10th rule broken at the bottom of the bag.