«Find my granny» – tracking devices are a summer hit at Galaxus
3.6.2025
Translation: Elicia Payne
Sales of Bluetooth and GPS trackers skyrocket, especially before the summer vacations. The little helpers are particularly popular for tracking suitcases, but also for keeping an eye on keys, pets or, more recently, children as well as grandma and grandpa.
Never want to lose grandad in the shopping centre again? Trackers are trending. More and more people are turning to small tracking devices to keep track of personal items – and sometimes even people. Galaxus is seeing strong and sustained growth in the tracker category. In 2023, sales rose by 48.2 per cent compared to the previous year, and by a further 38.2 per cent in 2024. So far this year, there has already been an increase of 25 per cent compared to the same period in 2024.
Accessories such as mounts, trailers or protective covers are also in demand: in 2023, growth was 39.2 per cent, in 2024 it was 46.3 per cent. The current growth rate for 2025 is at 19 per cent.
Travel time increases demand
Trackers sell particularly well in spring and early summer – a time when many people are planning their vacations. Even before they’re off on their travels, customers are securing their suitcases, rucksacks and valuables with a tracking device. The best-selling models are Bluetooth trackers that can be easily attached to luggage or key rings.
The most common areas of use
Typical areas of application, as described by users or advertised by manufacturers, include:
- Tracking luggage
- Finding keys, bags or wallets
- Securing bicycles or e-scooters
- Finding pets
- For the safety of children or elderly people (also known as dementia trackers)(site in German)
In fact, according to a Bitkom survey (site in German), around a third of the population can imagine equipping children with trackers in order to be able to locate them in potentially dangerous situations. Galaxus shows that child-friendly watches with a location function or SOS button are particularly popular. Alternatively, classic trackers can also be inserted into special wristbands, then worn like a watch.
No GPS – but still findable
«Many popular trackers don’t work with their own GPS module, but use the proximity of other smartphones to locate them – for example via social GPS networks. This technology is particularly suitable for everyday use, but has its limits in rural locations or away from busy areas,» explains Martin Baumann, Category Business Manager at Digitec Galaxus. If you want to reliably locate your motorhome, boat or pet, you’re better off using GPS trackers with a mobile radio module. However, that’ll be more expensive.
Regional differences in demand
Demand for trackers is particularly high in urban areas. For example, customers in Switzerland buy the most tracking devices per capita in Zurich, Zug and Basel-Stadt. In Jura and Ticino, the sales figures are the lowest in relation to the number of inhabitants. In rural areas, on the other hand, there’s a tendency towards classic GPS trackers. For tracking vehicles or animals, for example.
Do you have a tracker? If so, what for? Let us know in the comments.
Header image: Onfokus / iStockphoto
Daniel Borchers
Senior Communications Manager
Daniel.Borchers@galaxus.deA soft spot for good series, loud music, science fiction and (second division) football. As PR Manager, I am available to answer journalists' questions about Galaxus and honest e-commerce.
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