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- ClickZ Stationery | How Brand Spend Is Driving AOV in Stationery & Gifting
ClickZ Stationery | How Brand Spend Is Driving AOV in Stationery & Gifting
Plus, Hello Kitty collabs are building cultural cachet in stationery retail.
Sophie Bruxner-Randall
June 11, 2025 • Estimated Reading Time: 5 minutes
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Editor’s Pick 🌟
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
COMMUNITY SUPPORT CAMPAIGN
Chris Elmore, MP, collaborates with Bridgend Foodbank and Awen Libraries on the Back-to-School Stationery Collection 2025, aiming to supply essential school items to local children and reduce stress at school year's start. Community members are urged to donate new stationery at designated libraries, as timely distribution is crucial for supporting families in need. This initiative highlights the community's potential to positively impact educational readiness and youth development.
STATIONERY CAMPAIGN
Ferris Wheel Press introduces "Highland Smoke," a fountain pen ink capturing a countryside hunt's essence with warm grey tones. Available on their site, it meets stationery enthusiasts’ and marketers’ desire for unique, artful products that align with personal expression and aesthetic values.
COST MANAGEMENT STRATEGY
STEP Academy Trust saves £100,000 by centralizing stationery procurement, reducing costs from £200,000 to £30,000. This cost-effectiveness enhances educational funding, demonstrating efficient resource management.
LUXURY COLLECTIBLES
The Well-Appointed Desk
The Kaweco x Hello Kitty Limited Edition Sport pen in Stardust Violet offers collectors strategic value through its unique design and limited availability, combining aesthetic charm with practical appeal. Its relevance lies in catering to niche markets and enhancing brand association with popular culture, encouraging impulse purchases driven by emotional resonance.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.
ClickZ is a ClickZ Media publication in the DTC eCommerce division