Behind the scenes

How the second wave has shaped our shopping behaviour

2.3.2021

Translation: Jessica Johnson-Ferguson

The pandemic has forced us to keep our distance. And the second wave seems to have us longing for cute pets, fresh air and our own workshops. At least that’s what the shopping carts of Digitec Galaxus customers reveal.

The second wave of Covid-19 hit Switzerland with full force. Following a relatively laid-back summer, the cases skyrocketed in November. And in view of the mutations from England, Brazil and South Africa, mid-January saw the federal government issue yet another lockdown (link in German) of public life against the will of the cantons.

These developments did not leave consumers in Switzerland and Liechtenstein unaffected. For one, we now shop online much more frequently. Furthermore, the pandemic and its consequences have changed our needs. This becomes clear when you compare the sales at digitec and Galaxus in the past few weeks with those from a year ago.

Unsurprisingly, sales of protective masks and disinfectants surged. Some weeks saw Galaxus customers buy 200 to 300 times as many as in the previous year. Plexiglass sneeze guards and spray bottles that can be filled with alcohol have also become commonplace.

Blubb, peep, meow, bow-wow

What’s remarkable for the second wave is the sharp rise in demand for pet supplies. Since mid-October, certain weeks saw Galaxus customers order 20 times as many aquariums and terrariums as they did the year before. And 40 times as much fish food. Those who are less into scales and more into paws invested in warm outfits or new houses for their furry friends.

In 2020, Galaxus almost tripled its turnover of pet supplies. Alongside fish and reptiles, small animals such as hamsters and birds particularly gained in popularity during the pandemic. No doubt, the online department store Galaxus benefitted greatly from this pet trend. The databases Amicus and Anis show record numbers of new registrations for dogs and cats in 2020. However, there were still only under two per cent more dogs and six per cent more cats in Switzerland in 2020 compared to 2019.

The call of the wild vs. indoor workouts

The pandemic is also driving us outdoors for some fresh air activity – at a safe distance from our fellow human beings, of course. These activities probably include jogging. To avoid getting cold, we stocked up on headbands, running tights and vests. For example, within just a few weeks, customers bought over 40 times more tights than in 2019. Other trendy outdoor activities in this second wave include cycling, motorbiking, skiing, fishing, climbing, and going for walks while carrying a baby on your chest.

But sports isn’t just something we do outdoors. Last year, many people in Switzerland set up their very own gym. Best-selling items include kettlebells, treadmills, dumbbells, dumbbell bars and weight benches. Overall, Galaxus customers purchased about four times as much fitness equipment as they did the year before.

There was also more activity in Switzerland’s bedrooms. A development that was reflected in the sales of pleasure-enhancing stimulants. During two weeks in the run-up to Christmas, this type of product was dispatched around 30 times as often than in the same weeks in 2019. In total, Galaxus customers bought more than twice as many products from our sex range than in 2019.

Switzerland goes DIY

Today, sexy role-playing games probably star many a sexy craftsman or -woman. At least this can be assumed in view of yet another mega trend: DIY. During the pandemic, many people in Switzerland set up their own workshop. From tool boards to side-cutting pliers to staple guns to saw stands. Since the outbreak of Covid-19, almost the whole range of DIY supplies has been more in demand.

The DIY trend is probably driven by the fact that we’re spending significantly more time in our homes. This can make ignoring old carpets, cracked tiles and grey walls difficult. On the other hand, renovations, extensions and home improvements are a great way to fight the boredom that has crept into our lives with the restrictions.

Gaming instead of partying

We’ve also increasingly been killing time with gaming. Last year, digitec and Galaxus customers bought over 80% more game consoles than in 2019. When pre-sales for the Playstation 5 started in early October, more than 20 times as many orders came in within just few hours compared to an entire week in 2019. The new Playstation was sold out within a very short time.

An increased demand for children's headphones has been going on for a while longer. After all, children and adolescents are also spending less time with their peers outside of school. Time that’s now spent on mobiles, computers or gamepads. And good sound is a must when it comes to those activities. In total, Digitec Galaxus sold almost eight times as many children's headphones in 2020 as in 2019.

What’s for dinner? Pot noodles!

Last but not least, the pandemic has also reached our plates. As we’re increasingly working from home, we now drink more coffee brewed by our own machine. Unsurprisingly, Galaxus has also seen a sharp rise in demand for sugar and sweeteners. Some weeks saw sales increase thirtyfold.

And with restaurants closed, we have no choice but to cook at home more often. Non-foodies seem to be happy to make do with cans and convenience food. This is reflected in a sixteenfold increase at Galaxus – albeit at a low level overall. Food lovers, on the other hand, are firing up their BBQs, even in winter. The fire is increasingly being fed with wood pellets and smoking chips.

Find out how the first Covid wave affected our shopping behaviour in the following article:

video
Behind the scenes
Shopping in the time of Corona – the virus is mirrored in our shopping carts
by Alex Hämmerli

Visuals: made with Flourish.

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Alex Hämmerli

Senior Public Relations Manager

Alex.Haemmerli@digitecgalaxus.ch

At Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.

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