Get the school year off to a good start with good equipment. Like every year, parents are getting down to buying school supplies. But inflation is part of it: “The average price of supplies paid for at checkout increased by 9.7% between July 2022 and July 2023. This represents an average of 30 cents more per item”, notes Samuel Gimenez , consultant to panelist GFK. Prices that have curbed family shopping, with the volume of supplies purchased down 12.4% in July 2023 compared to July 2022, according to GFK. “But the back-to-school allowance (ARS) having been paid on August 16, some parents have undoubtedly deferred their purchases at the end of August”, continues the analyst. It remains to be seen which products they will set their sights on. 20 minutes takes stock of trends.
The Dragon Ball Z schoolbags or the Tann’s at the top
In the leather goods section, it’s time for families to recycle. “Either the schoolbag will last one more year, or families take advantage of offers from certain brands that take back old schoolbags for a voucher. Second-hand shopping is also gaining ground. Bureau Vallée has been offering second-hand models since this year,” explains Adrien Peyroles, general manager of the brand. These children will still be entitled to a new schoolbag this fall! Licensed models are still a hit this year, observes Aurélie Frémion, leather goods and agenda referent at Bureau Vallée: “The Dragon Ball Z and Pokémon schoolbags work very well. Families who want more classic models opt for Tann’s and Kickers satchels which are reputed to be of very good quality, with ergonomic straps and a padded back”. As for teenagers, the unbeatable Eastpak backpack is always in demand: “The trend is to have a different model from the neighbour, hence the success of the range of patterned backpacks. Those with the Simpsons are also very popular, ”says Adrien Peyroles. In terms of kit, the trend is for models with two compartments, very practical for separating markers from pens. Maped is even releasing an XXL model at the start of the school year which makes it easy to find what you are looking for.
The fashion for manga, Spider-Man or Barbie diaries
If the paper diary begins to disappear from bags in high school, it is still in vogue in college and even at the end of primary school. “Even if the homework is indicated on Pronote at the college, the teachers want the students to also write it down on paper”, notes Adrien Peyroles. “The one-day or one-page format is the most popular. The diary remains a very socializing product, so children will want to choose it and opt for a model that stands out. In primary school, children turn to diaries with a faux fur cover, with sequined patterns… In middle school, Manga diaries are snapped up,” notes Florence Breton Remia, member of the Association des Industriels de la Papeterie et du Office (AIPB). “Films released in cinemas are also very inspiring for manufacturers, hence the success of the Spider-Man and Barbie diaries this year,” adds Samuel Gimenez.
Erasable pens impossible to zap
As for notebooks, those with a polypropylene (laminated) cover continue to sell well, even if they cost a little more than those with a cardboard cover. “Because to cover these, you have to buy a notebook cover, which does not necessarily cost less in the end. And the polypropylene notebooks also have a flap option,” underlines Nadège Helary, president of the AIPB. And for these items, families do not necessarily favor the cheapest, because they are sensitive to the weight of the paper, the quality of the lineage, the robustness of the notebook… “Two out of three notebooks purchased in supermarkets are national brands. Distributor brands are less popular in this area,” notes Samuel Gimenez.
In the writing department, there are not too many surprises: “Erasable pens always sell very well, especially since they are offered at more reasonable prices. Pastel highlighters are also in high demand,” notes Nadège Helary. New: FriXion ball sticks, erasable sticks that come in 12 shades, ranging from classic black to purple!
The four-color pens are also always a hit. BIC also sold more than 22 million in France last year. “There are new models every year, which attract collectors. Some teachers have even banned them because of thefts! remarks Adrien Peyroles. Admittedly, the original four-color (blue) remains the best-selling model, but it now represents only a third of sales. The majority of sales relate to special editions (velvet, wood style, Shine, etc.).
Rabbit or panda head pencil sharpeners snap off
If the supermarkets offer batches at the start of the school year, it is clear that they have been less successful: “for three years, parents have been doing more inventory of their cupboards to avoid overconsumption. They buy individually,” says Samuel Gimenez. Boxes of markers and pencils are also selling like hot cakes: “Manufacturers have been able to renew themselves in recent years, by offering extensive ranges: fine or thick tip markers, shades of pastel colors…”, notes Samuel Gimenez. On the innovation side, Maped’s Color’Peps colored pencils are attractive because they do not need to be sharpened and self-sharpen while coloring.
In the pencil sharpener department, those with reservoirs are now the most purchased. “Those in the shape of animals are very popular with children, like the Croc-Croc from Maped and its rabbit head or the one in the shape of a panda from the same brand”, observes Adrien Peyroles And the one in the shape of a world map is one of the unavoidable. As for the geometry material: “The unbreakable models are always well positioned. Parents want to avoid buying them every 3 months,” notes Nadège Helary. Reasoned purchases, decidedly very trendy.