By Mark Seavy  

In a world turned digital, younger consumers are increasingly focused on analog pursuits.  

Gen Z and Millennial consumers are not abandoning smartphones and social media, but they are taking up analog-related hobbies like crafting, journaling, puzzles, and reading at growing rates.   

The trend was on full display at the NYNow show in New York this week where “vintage” was the watchword across apparel, textiles, tabletop items, stationery, puzzles, greeting cards, books, and other products.  

 And while retail orders were central to the show, so too was the on-going trend of “cottagecore” (the embracing of home interiors with timeworn charm) that gained favor at the height of the pandemic in 2020. The cottagecore aesthetic has gained popularity from decidedly non-analog sources like Instagram and TikTok but found staying power among young consumers seeking a slower lifestyle, repurposed products, and pastoral pursuits like gardening.  

“Many people are trying to stay off their phones—or at least appear that way—but how long that will last, I can’t say,” said Kathryn Libertini, Sales Coordinator for Key Accounts at Chronicle Books.  

With demand for puzzles growing, many manufacturers are looking for beloved brands to help differentiate their offerings. Recent examples include a 500-piece LEGO Ninjago offering, which is be released on March 3, and the Star Wars Death Star, which is being imported to the U.S. after its launch in the U.K., Libertini said.   

How-to crafting books have also been in high demand, with Chronicle promoting author Martina Calvi’s A Year of Junk Journaling title, which provides ideas for scrapbooks, and Aja Tinsley’s Cozy Home Crafts book that supplies tips for do-it-yourself (DIY) projects. These types of books are being supplemented by so-called “analog bags,” a concept that centers on carrying non-digital items intended to replace time usually spent scrolling on smartphones. The idea was popularized, ironically, by TikTok creator Sierra Campbell, who shared a video explaining how she assembled a bag designed to divert her attention away from her phone. The bag included crossword puzzles, knitting needles, a portable watercolor set, and a planner.  

That focus on a more leisurely pace could also be found in other categories at the NYNow show as consumers spend more time doing things like cooking at home.  

At ceramics supplier Portmeirion, for example, Spode-branded salad and dinner plates as well as cups and saucers featuring hand-crafted designs and textile arts churned out by Morris & Co. have been a top seller. The designs, most of which first appeared in the late 1800s, are sold under license by Sanderson & Sons, which is part of the Walker Greenbank fabrics company that owns the Morris & Co. label.   

“People are looking for things like botanical garden [designs] and there are several pockets of trends that are working around vintage products and anything that might apply to a slowing down in a digital world,” said Elyse Gabel, Independent Sales Manager for North America at Portmeirion. 

Cutting board supplier JK Adams is expanding its line of wooden serving trays by adding licensed designs from Ramsay Gourd, an architect who created a side business with designs for napkins, place mats, and tablecloths. And Abrams Books—best known for children’s books and high quality illustrated books—is launching the new akaStory adult fiction line in January 2027 to capitalize on the “romantasy” trend in literature.  

And Penguin Random House, not to miss the latest licensing trend, assembled books inspired by the hit animated movie KPop Demon Hunters (For the Fans: Little Golden Book and KPop Demon Hunters: The Official Poster Book) in just two months against a more typical two-year cycle. The line will be filled out in the spring with additional titles based on the Netflix film’s original plot across activity and sticker books. 

“Consumers, particularly younger ones, are seeking anything that provides a time out from the digital world,” a licensing executive said. “That is coming in many forms, but books, crafting, scrapbooking, games, and puzzles are getting the most pull.”