• January 10, 2008

A new survey from Unity Marketing reports that Gen Y-consumers age 25 to 35 are the biggest spenders on luxury paper and stationery.

"The generational shift in the market for stationery is bringing dramatic changes in the marketplace," the report says. "Suddenly specialty retailers like Crane & Co. Paper Makers, Papyrus, Kate's Paperie and Paperchase found in Borders stores nationwide are destination shops for young people to pursue their paper passion."

Greeting cards, meanwhile, continue to skew toward older consumers, and are most frequently purchased by those age 45 and beyond. Overall, Unity estimates the annual stationery market at $37.4 billion.

--Sarah Mahoney