Buying group and M!nt Publishing get behind annual celebration for stationery lovers
Cardgains has set a new challenge for all the buying group’s retailer members – to share their love of notebooks, pens and pencils by getting involved in National Stationery Week.
With just four weeks to the big event, which runs Monday to Sunday, 12-18 May, Cardgains’ just-released April newsletter has shown how the group is really getting behind NSW and giving away a special poster from M!nt Publishing fanfaring a competition to win free stationery goodies worth £100 from the publisher’s colourful new To Be Frank! collection.
“Stationery is becoming increasingly important to our independent retailers, and we have some great stationery suppliers in the Cardgains portfolio, across practical stationery, and some beautiful gift stationery,” commented the group’s MD Penny Shaw.
“I’m encouraging our members to join in the campaign by displaying their poster and creating wonderful window displays, to increase stationery awareness and enthusiasm around the UK.”
And M!nt’s admin and relationships manager Sophie Bylina-Williams added: “We’re delighted to be part of National Stationery Week 2025. Having just launched To Be Frank! in this category and as a long-time supporter of Cardgains, it felt like a perfect fit!
“There’s something special about using paper products and stationery that brings joy to people, and we’re excited to be able to join in the support and passion of enthusiasts everywhere.”
Penny explained the week-long campaign offers an unparalleled opportunity for retailers to engage with customers, boost sales, and highlight the importance of writing and creativity.
And she’d like all their retailers to join the festivities by crafting eye-catching window displays, hosting in-store workshops, launching special promotions, and actively participating on social media using the official hashtags #NatStatWeek #WritingMatters and #LoveStationery.
To get a feel for simple marketing, NSW coordinator Sarah Laker, who runs Stationery Supplies in Marple and Wilmslow, organised a special webinar for retailers last week, hosted by Karen Webber from Goodness Marketing – and the whole thing can be seen below.
“The Get it Write webinar was full of feelgood vibes!” said Karen. “What stood out was watching stationery sellers realise they already have everything they need for effective marketing – their genuine enthusiasm and everyday moments.
“When they understood that sharing what’s on their desk or unboxing new stock is exactly what connects with customers, you could see the shift.
“National Stationery Week provides the perfect platform for this authentic approach, turning marketing from something many dread into a natural extension of their passion for stationery.”
One of the attendees was Heidi Early, who runs Earlybird in Stoke Newington as well as the Earlybird Designs publishing side with husband Dom.
She commented: “It’s made me feel a part of NSW and that I want to share that with my customers. Karen was super helpful with really simple, easy-to-use marketing tips that are really do-able and don’t have to take much time.
“It made me realise how I can easily get both sides of my business involved in NSW, whereas previously I’d only done it for the shop. My head is buzzing with ideas and it feels great, good going for a Wednesday evening!”
And Sarah was chuffed with the “lovely, feel-good time of stationery chat and marketing magic”, thanking Karen for her “inspiring and down-to-earth tips”.
Sarah added: “She showed us that sharing our love for stationery is more than enough when it comes to marketing – it’s about being real, enthusiastic, and letting that shine through. It’s exactly what National Stationery Week is all about, celebrating our passion and connecting through paper, pens and people!”
Momentum is really building for the annual stationery fest, which encompasses the London Stationery Show at the Business Design Centre in Islington on the Tuesday and Wednesday, 13-14 May, which will see a host of stationery brands as well as arts & crafts companies exhibiting.
Among the many exhibitors is Exacompta Clairefontaine, which is also a major sponsor of NSW and this week launched a competition as part of its NSW countdown activity.
“Having had tremendous engagement from our involvement last year, Exacompta Clairefontaine are delighted to be supporting National Stationery Week once again,” said ExaClair marketing manager Lawrence Savage.
“It has quickly become an integral part of the stationery industry’s annual calendar, and its success is a testament to Sarah’s hard work as the driving force behind this worthy initiative. With a host of new products and competitions to showcase over the period, we’re so excited for the 2025 schedule.”
The chance to win a desk set from the Exacompta Skandi range work over £200 is this week’s offer, all you have to do to take part is head to their Instagram page, like the post, and say in the comments what colour makes your desk feel calm and productive.
After the competition closes at midnight on Thursday, 17 April, one comment will be selected at random to win the prize, with the winner to be announced on social media by National Stationery Week on Sunday, 19 April.
There are more competitions coming up each week thanks to the generous sponsors including Mitsubishi Pencil Company with its Posca brand, Eco-eco Stationery, Pilot Pen, Manuscript Brands, The Art File, 3M, Maped Helix, Pentel, Snopake, Staedtler and Zebra Pen – keep an eye on NSW’s Instagram and Facebook pages to take part.
Find out more about National Stationery Week on the website, and register to attend London Stationery Show here.
