Behind the scenes
From slow seller to sales sensation – the suitcase is making a comeback
by Stephan Kurmann
«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.
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)
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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