Brands Featured

  • therange.co.uk
  • whsmith.co.uk
  • ryman.co.uk
  • viking-direct.co.uk
  • staples.co.uk
  • papier.com
  • paperchase.com
  • officestationery.co.uk
  • hope-education.co.uk
  • officemonster.co.uk
  • ukofficedirect.co.uk
  • smythson.com
  • foyles.co.uk
  • smiggle.co.uk
  • penshop.co.uk
  • ohhdeer.com
  • penheaven.co.uk
  • cultpens.com
  • consortiumeducation.com
  • thejournalshop.com
  • typo.com
  • hema.com
  • euroffice.co.uk
  • ypo.co.uk
  • cross.com
  • paperstone.co.uk
  • officesupplies.org.uk
  • postofficeshop.co.uk
  • aosonline.co.uk
  • officexpress.co.uk
  • lamy.com
  • pilotpen.eu
  • caboodle.co.uk
  • mayfairstationers.co.uk
  • kikki-k.com
  • choicestationery.com
  • bulletjournal.com
  • notebooktherapy.com
  • andys-pens.co.uk
  • writeherekitenow.co.uk
  • frasersoffice.co.uk
  • monkeyoffice.co.uk
  • globalofficesupplies.co.uk
  • vintagefountainpens.co.uk

Show More Brands

What to expect inside

  • 2021 Stationery Market Performance Report Front Cover
  • 2021 Stationery Market Performance Report Index
  • 2021 Stationery Market Performance Report Winners
  • 2021 Stationery Market Performance Report Visibility Year On Year

Latest insights

  • therange.co.uk has the best Digital Brand Reach in the industry
  • cultpens.com has the best user reviews
  • Sites that have grown considerably in SEO visibility YOY are: whsmith.co.uk, papier.com and officestationery.co.uk
  • Sites that have lost visibility in the last year are: theworks.co.uk & staples.co.uk

10 minutes Reading time

1-50 Brands ranked

Updated May 2021

What we know about the Stationery and Office Supplies Industry

We’ve opened the book on the stationery market this week, diving into exactly what makes it tick online. If you’re in this space and are looking for new, innovative strategies to plug into your marketing campaigns, this free report is all you need.

Inside, no page is left unturned. Learn everything you need to know about your competition. Keyword opportunities, page speed scores, and visibility metrics are all reveal in an easily-to-digest format. No matter how well you think you’re doing online, this download will shock you.

Want to take your stationery and notebook brand to new heights? Get your hands on the free market report now. With this in your arsenal, achieving online success will be a breeze. However, if you’re still sceptical or curious if this is right for you, keep reading for some quick insights.

The winners and losers in the online stationery and notebook industry

The stationery and notebook industry has seen gains this year, experiencing a total industry visibility uplift of 6%. Although this isn’t a great deal, it’s still a good percentage to see given many industries saw a decline during the height of the Covid-19 pandemic.

As the whole industry increasing in visibility, it is easy to see why some brands did very well. Winners include big brands like Papier and WHSmith, who saw as much as a 68% increase in organic visibility. Lesser-known brands, such as Hope Education, also saw good increases of 107%.

However, although some brands took advantage of the upward trend, some still feel behind. The Works, for example, lost -36% of their visibility in the past 12 months. Staples saw a similar decrease with a loss of -29% in organic visibility. These brands could do with a few optimisations to say the least.

Curious to see where you came on our visibility league? Want to see if you were a winner or a loser? Download the free report and discover for yourself.

Which are the biggest online stationery and notebook brands in 2021?

Here is a quick rundown of the top 10 sites:

  1. therange.co.uk
  2. whsmith.co.uk
  3. ryman.co.uk
  4. theworks.co.uk
  5. viking-direct.co.uk
  6. staples.co.uk
  7. papier.com
  8. paperchase.com
  9. officestationery.co.uk
  10. hope-education.co.uk

Which online Stationery and notebook brands have seen the biggest growth in 2021?

  1. whsmith.co.uk (68%)
  2. papier.com (55%)
  3. officestationery.co.uk (42%)
  4. hope-education.co.uk (107%)
  5. smiggle.co.uk (1834%)

Which online Stationery and notebook brands have seen the biggest losses in 2021?

  1. theworks.co.uk (-36%)
  2. staples.co.uk(-29%)
  3. paperchase.com (-17%)
  4. postofficeshop.co.uk (-96%)
  5. colemans-online.co.uk (-76%)

Which online Stationery and notebook brands have the best digital reach?

Online reach is just as important as SEO – if not more important. You want your dream customers to remember who you are, so they tell their friends about you and become a repeat buyer.

Due to the importance of digital brand reach in 2021, we have produced a digital brand reach league table inside this free report. It takes all your competitors and ranks them on social media scores and monthly brand searches, enabling you to see whose creating memories in the minds of their customers.

For a quick overview, the best stationery brand for digital brand reach is The Range. Despite not being a winner in this year’s report, they’re smashing it for digital reach. This makes sense given they’re a massive brand in the UK with a ton of authority. In total, they receive a staggering 4,090,000 searches each month. They also have a respectable social score of 2442, which is actually the highest in the report.

Understandably, given they’re a massive brand you may be reluctant to mimic them. However, there is still a lot to learn, and they could be doing something unique or unfamiliar. If you’re looking to one-up your marketing strategies, checking our The Range’s techniques could be fruitful.

Want to see where your brand came on the stationery and notebook digital brand reach table? Get the free report now.

What are the high competition keywords in the online Stationery and notebook industry?

High competition keywords are those terms which hold a lot of search volume and a lot of competition. As you can imagine, the stationery and notebook market have plenty of these keywords and getting them can provide your site’s visibility a substantial boost.

However, getting these keywords is difficult. You need good authority and a lot of resources to reach the top. Regardless of the difficultly, every brand should aim for the stars and have these keywords in their campaign.

To help you find the right high competition keywords for your brand, we have created a list of high competition keywords in our free report. All you need to do is select the keywords relevant to your site and plug and play.

Currently, the most competitive keyword in the stationery and notebook industry is “pencil case”. This keyword receives 60K searches every month and has a competitive rating of 82/100. It’s safe to say getting this keyword is a tough one to land.

Saying this, many brands have managed to land a top spot on the SERPs for this keyword. WHSmith is claiming the first spot with Smiggle and Paperchase following in hot pursuit. Nice work!

If you want to get access to more high competition keywords like this, get the free report by filling in the form atop this page.

What are the keyword opportunities in the online Stationery and notebook industry?

If you’re looking for more lucrative keywords, opportunity keywords are right up your street. These are the low-hanging search terms with low competition but high search volume. They’re perfect for smaller brands looking to make an impact on Google with fewer resources at hand.

Our report lists a ton of these keywords for you to explore. With them, you can land higher spots on the SERPs with little effort.

Here are a few trends and patterns we spotted when exploring the list in this report.

Smart Devices

One of the first patterns that struck us was the buying intent for smart notepads. Notepads like ReMarkable are growing in popularity and that is showing in the search volume. If you want to capitalise on this rising trend, get in early and reap the benefits of being a first starter.

At the moment, keywords like “smart notebooks” are receiving thousands of searches and that’s just with one variation. If you want to blow up your sales in 2021 and beyond, exploring this trend in more detail could be very fruitful.

Which online Stationery and notebook brands have the best online reputation?

Displaying trust signals, especially through your reviews, is incredibly important in 2021. If you want to show Google you’re a site worth ranking, displaying lots of positive reviews is the way to go.

Because of the growing importance of trust in the SEO space, we’ve included a brand reputation table in our free report. This uses Trust Pilot reviews to gauge how good each stationery brand’s reputation is compared to the competition.

With this data, you can see who is pleasing their customers the best and presenting the most trust to Google. Learn from these brands and apply their strategies to your own campaign.

Here are the top 5 brands who are crushing it in terms of online reputation:

  1. cultpens.com
  2. whsmith.co.uk
  3. paperstone.co.uk
  4. ohhdeer.com
  5. paperchase.com

Want to see where your brand ended up? Get the report now.

Which online Stationery and notebook brands have the fastest page speed?

We shouldn’t have to bang on about page speed. In 2021, it’s an important aspect of any site and one you need to be optimising.

To stress its importance and help optimise your own page speed, we categorised the entire stationery and notebook industry into a page speed league table. With this, you can see who is performing the best with their site speed and mimic their best practises.

Here’s what PageSpeed Insights identified as the top 5 fastest Stationery and notebook brands:

  1. frasersoffice.co.uk
  2. hema.com
  3. tomboweurope.com
  4. euroffice.co.uk
  5. ukofficedirect.co.uk

Interested to see where you came? Get the free report now.

Read more about the importance of page speed here.

How much is the stationery and notebook report?

This report is entirely free. All you need to do is fill in the form atop this page. We use these reports to develop relationships with brands in other industries. Get your free copy now.

Where is my stationery and notebook brand?

If your stationery and notebook brand has been left out from the analysis, there’s no need to worry. Get in touch asap and we can sort a personalised report featuring your brand.

If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.

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