DIARIES seem to have had their day as far as corporate gifts go. Some blame it on the economic downturn, but others say it is because not many people need them in these days of digital gadgetry.
The high-tech wizardry in devices such as PDAs and mobile phones has made traditional diaries and even calendars look a bit too last century.
'In the earlier days, diaries were very essential in the business world. However, with the advent of electronic gadgets that incorporate many diary functions, diaries can be easily replaced,' said Mr Frankie Chia, the president of Gifts Association Singapore.
'In the current economic situation, the decline is understandable. Many companies will cut their budgets, so not only diary and calendar sales are affected but, on the whole, all kinds of corporate gifts too.'
Other gift firms agreed.
Mr Denis Kong, the owner of Silver Lining Gifts, an importer and wholesale stockist, said sales of diaries and calendars had been knocked down by information technology gadgets.
'All these gadgets have calendar and diary functions,' Mr Kong said.
The sales director of diary specialist Whitney Planner, Mr Derrick Tan, said sales of diaries were 'slow compared to last year'.
He cited the Internet and the trend among many people to go paperless, but was still optimistic about the industry.
'I believe diaries and calendars will not disappear,' said Mr Tan, who has spent more than 30 years in the industry.
He feels diaries and calendars are essential, as they are good ways for companies to get their brands better known among their clients.
Firms that traditionally hand out diaries say they are sticking to the tried and true product for a while yet, although numbers will be cut.
A DBS bank spokesman said: '(We) will continue to give out year-end collaterals this year. However, the quantity produced will be scaled back in efforts to be prudent and to manage costs.'
Harmonic Health said it would maintain its corporate gift-giving.
'We have been giving out premiums as tokens of appreciation to our business partners. The premiums we select are for functional purposes, such as diaries, pens and umbrellas,' said chief executive Lim Kian Guan.
'Most people still use diaries in their offices, and umbrellas are useful for Singapore's unpredictable weather.'
Larry Jewelry said its orders for diaries and calendars remained constant.
'We believe it is extremely important to continue to build on and enhance ties with our customers even in the light of the financial crisis,' said Larry Jewelry managing director Charles Chan.
'Giving our customers mementos is one of the ways that we show appreciation to them for their continued support.'
And diary maker Grandluxe reckons the last rites have been read a bit too early.
'As most of the major corporate orders were placed starting from March to August, sales are on target for 2008 - a 20 per cent increase from last year, a feat that we have achieved every year since year 2000,' said sales and marketing director James Quan.
'Because of our positioning, we feel that we are well-suited to take advantage of this downturn.
'There will be many who are used to purchasing luxury items for their corporate clients and themselves.'
Lewis Global Public Relations, which designs and publishes calendars for clients, says it has increased orders for next year by 15 per cent, 'following our market expansion and longer client role'.
Mr Jeffrey Tan, a director of Fuji Xerox Printers' Asean arm, said: 'Our orders for calendars increased this year. The reason is that we have more business partners this year compared to last year, as we have expanded our operations.'
Recipients are grateful that they are still getting their diaries this year.
Ms Chan Yiu Lin, who has been receiving a few diaries every year from her contacts, puts them to good use.
She keeps one for personal use and gives the rest to her two sons to use as notepaper, said the 35-year-old mother who works for PR company Greener Grass Communications.
Mrs Daisy Yam, a 48-year-old entrepreneur, who gets about three to four diaries each year, believes there is still demand for diaries.
At bookstores, even an ordinary one costs about $9.90. For the more expensive ones with leather covers, prices can go up to $100 apiece, she notes.
This article was first published in The Straits Times on December 15, 2008.
