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This is where you get your problem fixed. Save your team 12 months of guesswork.
This is where you get your problem fixed. Save your team 12 months of guesswork.
Seasonal Trends
Visibility Vs Authority
Link Acquisition
Content Performance
✅ Free Stationery Industry Report.
Used by over 9,000 stationery marketers to benchmark performance, spot trends, and guide their SEO strategy.
10 minutes
Reading time
100+
Brands ranked
Updated April 2025
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report - it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
Every year, we release our Salience Index, a market report on a specific sector that shows you everything you need to know from an SEO perspective.
This edition focuses on the UK’s online stationery industry. We’ve analysed top brands and collected key digital metrics like organic traffic, keyword trends, opportunity gaps, social reach, and page speed.
The UK Retail Stationery Market Report offers a clear snapshot of how brands in this space are performing online, what’s working, what’s lagging, and where the growth is happening.
We’ve also taken a closer look at one of the biggest shifts in the market: WHSmith’s buyout and what a successful migration could look like. With 480 stores rebranded and a digital identity to rebuild, it’s a moment other retailers can learn from.
Download the free report here to find out which parts of your online strategy could use sharpening. Or keep reading for a quick preview of the findings.
Who are the Leaders in the UK Stationery Market?
The online stationery market has flourished this year in terms of organic traffic. Organic traffic is all about how easily your brand can be found online. In total, the average UK stationery brand's organic traffic increased by 21% in 2025.
Let's start with the big one - which brands have excelled for year-on-year organic traffic?
- The Works
- WHSmith
- Ryman
- Smiggle
- Flying Tiger
Want to see where your brand ended up on our organic traffic league table?
Download our free UK Retail Stationery Market Report now.
Who Has Lost the Most Organic Traffic?
Not every brand flourishes. Some have dropped significantly in organic traffic. But don't worry, not all is lost; your brand needs a little more TLC to make its mark.
The top 5 losses in our UK Retail Stationery Market Report are:
- Lyreco
- Executive Pens Direct
- Ryman Business
- Collins Debden
- The Online Pen Company
With even big brands struggling to keep up, maintaining strong SEO roots and being receptive to users' needs is more important than ever.
Which Stationery Brands Have the Best Social Score?
It's no surprise that social media is crucial to online success, so we have created a bespoke social score that measures who is engagement savvy and who is falling behind.
For this, we looked at follower count across major social media platforms and engagement metrics, including comments and likes.
This year's winners are:
- Faber-Castell
- Montblanc
- Flying Tiger
- Staedtler
- Smiggle
Which Stationery Brands Have the Best Online Reputation?
Users want to know whether they can trust your site. Trust, expertise, and authority are major ranking factors. Here are the top 5 brands with the highest reviewed sites, taking into account both the number of reviews and review scores:
- Cult Pens (4.9/5 from 86,995 reviews)
- WHSmith (4.3/5 from 49,869 reviews)
- The Online Pen Company (4.7/5 from 13,572 reviews)
- Staples (4.4/5 from 14,749 reviews)
- Euroffice (4.4/5 from 12,376 reviews)
User reviews, testimonials, trust-pilot integration, guarantees, and credentials/certification are all surefire ways to increase trust.
Because E-E-A-T factors have become so important, we have included a review and reputation analysis in our report.
This way, you can see who's earning the trust of their customers and demonstrating they are worthy of ranking.
Brand Reach in the UK Stationery Market
Understanding which brands have the strongest brand presence is crucial for competitive analysis. Our data shows that the brands with the highest monthly brand term search volumes are:
- The Works (673,000 searches)
- WHSmith (450,000 searches)
- Ryman (135,000 searches)
- Smiggle (135,000 searches)
- Flying Tiger (90,500 searches)
These numbers demonstrate which brands have achieved strong brand recognition in the market, influencing how consumers search and shop for stationery products.
Download Our Free Stationery Market Report
Interested to know where your brand stacks up against your competitors in various ranking factors? Or want to learn more about this year's keyword trends to focus on in your campaign? You can have all this information and more straight in your inbox.
Download our UK Retail Stationery Market Report for free.
If you don't see your brand, don't worry! Our data includes all the brands in the sector, but we'd be here all day if we included them all in our report.
If you'd like, we'd be happy to send you a personalised report with your brand included.
If you want to discuss SEO, request a free strategy audit, or have any questions, contact us today!
