Investors and consumers alike appear to be turning toward analogue hobbies as a counterbalance to the growing prominence of artificial intelligence and digital technology. Activities such as journaling, knitting, puzzles, and physical gaming products are experiencing a noticeable resurgence, according to recent market trends.

In the United States, Michaels, a craft retail chain owned by private equity firm Apollo Global Management, reported that online searches for analogue hobbies, including knitting, journaling, and painting, more than doubled in the six months leading up to March. Similarly, Moleskine, the well-known journal manufacturer, saw a sales increase of over 6 percent in the first half of the year after enduring years of decline, according to Siobhan O’Deteren, a company representative. In London, specialty stationery stores have been opening along major shopping corridors, signaling renewed consumer interest in physical writing instruments and paper products.

The appeal of tangible media extends beyond stationery. Warner Music Group’s revenue from vinyl records, CDs, and DVDs increased by 15 percent in its most recent quarter following a period of stagnation. Fujifilm reported that sales of its Instax instant film cameras grew nearly 30 percent last quarter. Puzzles such as Sudoku have also gained popularity, with NielsenIQ data showing an increase of over 10 percent in related sales over the past year.

While the analogue segment remains a small portion of many large corporations’ overall business, some publicly traded companies have benefited notably from this trend. Shares in The Works, a UK-based small books and hobbies retailer, nearly tripled in value this year. New Brands, owner of writing utensil brands Sharpie and Paper Mate, has seen its shares rise by approximately 60 percent, driven largely by growth in its writing division. Games Workshop, producer of Warhammer miniatures, derives 95 percent of its revenue from these products and currently trades at a forward price-to-earnings ratio of 28, according to S&P Capital IQ.

The rising interest in analogue pursuits represents a contrarian investment approach amid the increasing dominance of AI technologies competing for consumers’ attention. With new digital devices such as Apple’s foldable phone and OpenAI’s forthcoming home assistant entering the market, digital engagement is set to deepen. Nonetheless, some investors appear to be wagering that a segment of consumers will seek refuge from the digital environment through hands-on, offline activities, potentially sparking a sustained revival in analogue hobbies and related products.