You’re holding two planners. One is sleek, minimal, every line purposeful. The other bursts with colors, inspirational quotes, and half a pound of decorative stickers. One promises efficiency. The other, delight. Which do you actually use?
The planner market will hit $1.6 billion by 2033. But most sales lean toward function. Why?
Photo by Tara Winstead
Functional vs. Aesthetic: The Split
Functional planners win on volume. Undated layouts. Bullet journal grids. No-nonsense covers. They’re tools first. Brands like Muji and Leuchtturm dominate this space.
Aesthetic planners thrive on emotion. Floral covers. Gold foil lettering. Sticker packs sold separately. They’re part journal, part art project. Brands like Erin Condren and Rifle Paper Co. cater here.
But here’s the truth:
For every 3 functional planners sold, only 1 aesthetic planner finds a buyer.
Why Functional Planners Sell More
- They work anywhere. A Filofax fits boardrooms. A bullet journal survives backpacks.
- They’re cheaper. Most cost under $50. Aesthetic versions? Often $60–$100.
- They adapt. Undated layouts mean no wasted pages. Miss a week? No guilt.
Professionals buy these. Parents. Anyone tracking more than moods.
The Power of Aesthetic Planners
They’re not failing. They’re niche.
- Instagram fuels them. Every decorated page is content.
- They serve creatives. Calligraphers. Watercolor hobbyists.
- They’re self-care. Turning planning into ritual soothes.
Etsy thrives on this. Custom designs. Sticker shops. Cottagecore planners with handmade pressed flowers.
Who Buys What
Working moms grab functional layouts. Time blocks. Meal planners.
Students mix both. A pretty cover. Plain grids inside.
Artists go full aesthetic. Every sticker a tiny rebellion.
Brands like Laurel Denise bridge the gap. Watercolor accents on undated grids.
The Future? Hybrids
- Agendio lets you build planners. Floral tabs on spreadsheets.
- Digital-physical blends. Apps that sync with paper.
- Sustainability matters. Recycled paper outsells vinyl covers.
Choose Your Side
Functional if: You need to execute. Fast.
Aesthetic if: Planning is your creative outlet.
Both sell. But to different hearts.
(Your next tattoo? Maybe a tiny planner. Just saying.)