For too long, newsagents and others have seen journals as a female purchase and stocked flowery journals that have narrow appeal.
The journal market has chan ged. have you kept up?
What I show in this video is one range from hundreds of ranges of more broadly appealing journals through which you can attract new shoppers.
Traditionally, journals have been marketed with a feminine-focused, floral, and hard-cover aesthetic. While these remain popular gifts, I argue that this limited view ignores a massive, growing demographic: younger men and non-traditional journalers. There are more people putting pen to paper today than there were even a year ago, and their tastes are shifting toward the unconventional.
I showcase a series of “naughty” and edgy journals from Brainbox Candy, first discovered at the Spring Fair in Birmingham. These products swap out the flowers for humour and raw, relatable language. By stocking items that appeal to a 12-year-old, an 18-year-old male, or even a 90-year-old with a sharp sense of humour, you create an environment where even those who don’t consider themselves “journalers” are tempted to make a purchase.
In this video, you’ll learn:
- Why the journaling category is expanding beyond traditional demographics.
- The importance of stocking “left-field” products to attract new customers.
- How to use platforms like Faire to source unique, high-margin stock.
- Why “edgy” content can be a powerful tool for retail differentiation.
Journals are selling well, if you have the right stock pitched in an appropriate way. Achieving that requires you to think outside of what has been traditional in the journal space.
By diversifying your inventory and moving beyond the “beige,” your business can capture opportunities that your competitors might be overlooking. It’s time to think outside the box and give your customers a reason to smile, and spend.
There is so much opportunity here for newsagents and other retailers in the journal space. It starts with making bold inventory purchase decisions, experimenting beyond the traditional and what may be expected of you. The investment is not big and the opportunity of success discovery wonderful.
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Mark Fletcher founded newsagency software company Tower Systems and is the CEO of newsXpress, a marketing group serving innovative independent retailers who continuously evolve their businesses to be enjoyable, relevant and successful. You can reach him on mark@newsxpress.com.au or 0418 321 338.