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Mums top organising poll

And diaries sales rise as Danilo survey shows paper products keep UK on schedule


MUM IS still head of the household when it comes to organising the family diary – and, despite the rise of technology many still keep track with a paper version.

And this is reflected in Danilo’s sales figures which have seen a huge 25 per cent increase in diary sales over the past three years.
According to the results of Danilo’s new survey, mum is still very much the head of the household when it comes to managing the schedule with 63 per cent of the people asked admitting it’s her responsibility to ensure appointments go in the family calendar.
The findings emerged in a recent study of 1,189 households by the UK’s largest publishers of official licensed calendars and diaries, with the remaining organisers being dads, grandparents and child-carers.
The survey also reveals Mum is the most likely to give a calendar as a birthday gift or Christmas stocking filler – maybe in the hope their children will become more organised, as research shows kids are the most likely to be late to scheduled appointments and their activities take up the most room on the family calendar at 40 per cent.
However, 54 per cent of those polled prefer the standard wall calendar format against a more family-friendly planner instead, and Danilo believe this could be because the same percentage said they use more than one planning tool to keep everything organised – with a third of these claiming they use a pocket diary in addition to their calendar.
Another third of people who do use more than one planning tool, claim they have a digital calendar linked to their email account in addition to their paper calendar, showcasing how technology works alongside traditional paper products in modern society.
Many find these statistics surprising considering the increasing trend of technology reliance over the past decade as Ofcom’s data shows 78 per cent of UK adults now owning a smartphone, rising to 95 per cent among millennials, and 71 per cent say they never turn off their phone.
This resilience of paper products is supported by David Pike, director of one of the UK’s leading shopping centre retailers and Danilo stockists Calendar Club, who said: “The overall calendar market in the UK remains around £75-80million per annum and customers continue to see calendars as a relevant, personal and a good value gifts, especially for Christmas.”
As to the type of paper calendars bought in the UK, the majority prefer wildlife and nature calendars such as BBC Blue Planet, closely followed by personalised products and then movie and entertainment, especially in areas like Wales, the North West of England, and Yorks and Humberside.
With the stunning imagery used in these types of calendars, it’s no surprise that many people continue to use their calendar monthly pages as artwork on their walls to display what they are passionate about.
With movie and entertainment calendars, Disney came out on top with 46 per cent favouring a Marvel Avengers-themed calendar, followed by Classic Disney Characters, Pixar Movies and Star Wars.
The survey also shows London seems to have the biggest preference for football calendars, Scotland favours more towards music artists and the North East of England leans more towards models and celebrities.
So, with nearly 80 per cent of UK household calendars being purchased as gifts, mostly by mums followed by friends, and with 40 per cent bought solely in December, it’s no surprise calendars are a key purchase for Christmas – including Secret Santa gifts – as well as birthdays and Chanukah.

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