Behind the scenes
From the kitchen to the living room: retro and vintage products are conquering the market
by Daniel Borchers
«Viola, your wish is our command» – Switzerland stocks up on emergency supplies
2.5.2022
Translation: Katherine Martin
The world has seen rosier days. The 2020s got off to a lousy start, with Covid-19 and the war in Ukraine taking centre stage in the drama. Even in Switzerland, the consequences of the war are far-reaching. The Swiss Defence Minister recommended that residents create an emergency supply kit. Digitec Galaxus’ March sales figures demonstrate that the call was heeded.
March 2022 was an unusual month. Certain products on the Galaxus website sold much better than usual. So, where did this high demand come from? Not wanting to jump to conclusions on the analysis of our sales data, I sat tight until the end of April. I figure now that March really was an outlier.
Emergency supply kits recommended
Many people living in Switzerland started an emergency supply kit in March. The reason behind it is staring us in the face: on 23 February, Putin waged a war of aggression on Ukraine. The war sent waves of dismay and uncertainty across Switzerland.
As the old adage goes, it’s better to be safe than sorry. With this in mind, one or two people in Switzerland stocked up on emergency supplies – and not without reason. Federal Councillor Viola Amherd said in an interview with Swiss broadcaster SRF that the population would be well advised to put together an emergency supply kit. The appeal made an impact, as our sales figures confirm.
But what’re you supposed to put in an emergency supply kit? According to the Federal Office for National Economic Supply (BWL), food, drink, toiletries and medical supplies as well as items that can be used for lighting, cooking and receiving information.
Due to the war in Ukraine, many residents of Switzerland have questions about supply levels. Currently, Switzerland’s supply of essential goods and services is guaranteed. Regardless of this, we generally recommend creating an emergency supply kit.
Equipped for a crisis: camping stoves and night vision
Looking at our product range and the corresponding sales figures, it’s immediately apparent that outdoor items experienced a boom in March. Compared with last year, we recorded the highest level of growth in sales of water filters (+642%), night vision devices (+322%), camping stoves (+295%) and lights (+183%) as well as fishing accessories (+135%).
A similar picture emerges in the ranking by unit sales. Here’s the top ten: camping stoves, outdoor water filters, camping tableware, headlamps, climbing accessories, camping furniture, camping lights, sleeping bags, tent accessories and binoculars. And in case of a mishap: first aid kits were purchased 249 per cent more often in March 2022 than in 2021. I guess some of these items weren’t just destined for Swiss bunkers, but were donated to Ukrainians in need.
Sales of canned goods boom
Food and drink also has a place in emergency supplies. And we sold an extraordinary quantity of it in March. In fact, more canned goods and ready meals (+214%) were sold on Galaxus in March 2022 than ever before. Sugar (+179%), mineral water (+133%) and milk (+118%) also place high in the rankings. And not forgetting our four-legged friends: pet owners bought 80 per cent more dog and cat food than last year.
Solar energy, not Russian gas
Galaxus customers also stocked up on durable goods: the drive to become self-sufficient in energy seems to have risen. Who knows how long Russia will continue to supply oil and gas to the West? Among the most popular items are mobile power stations, with a growth of 493 per cent. Solar panels (+439%), solar power banks (+212%), generators (+185%) and torches (+132%) also ranked among March’s bestsellers. In an emergency, you also want to be well informed: in March, we sold 58% more radios than last year.
How are you dealing with the situation? Have you found out where the nearest fallout shelter is? Have you bought emergency supplies? Or did you have some already? Or is this all going too far for you? Share your experience with the Community if you like.
Stephan Kurmann
Senior Communications Manager
Stephan.Kurmann@digitecgalaxus.chStudies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling.
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