Behind the scenes
Anarchy on the mask market
by Alex Hämmerli
Shopping in the time of Corona – the virus is mirrored in our shopping carts
9.6.2020
Translation: Jessica Johnson-Ferguson
The Corona pandemic has completely changed the way we shop. Our animated bar chart shows how the demand for face masks, gardening tools or home office equipment has developed since the beginning of this year.
Lockdown, social distancing, disinfectant in supermarkets – coronavirus has turned our lives upside down. But just how much the pandemic has impacted our shopping behaviour can now be seen in our evaluation. Since early-January, we’ve been comparing the weekly sales of over 2,000 product groups to those of the previous year. The shift in the top 10 products at digitec and Galaxus in terms of sales growth unfolds like a drama in eight acts.
Week 1: the calm before the storm
News of a new type of virus from faraway China is spread by the media. These developments are not yet reflected in shopping carts. digitec and Galaxus customers are buying 23 times as many used mobiles than they did in the first weeks of 2019. A new trend, it seems. They also appear to be happy about the addition of sweets to our range.
Week 4: something’s brewing
On 13 January, the first infection outside China is confirmed in Thailand. This is followed by reports of a confirmed infection in the US on 23 January – the first official case outside of Asia. By the end of January, a relatively small number of consumers in Switzerland start to grasp the gravity of the situation and begin to stock up on hand sanitiser and masks as a precautionary measure. At that point in time, we’ve sold 114 times as many masks and 66 times as many hand sanitisers than in the year before. Our stocks are soon sold out.
At the same time, our sex section is booming. There’s a spike in sales of provocative lingerie, corsets, adult toys, lube and condoms. This could be linked to social distancing; meaning more time at home for singles and couples.
Week 8: the virus reaches Switzerland
On 25 February, the first Swiss resident is tested positive for SARS-CoV-2 in Ticino. More infections follow on a daily basis. This marks the tipping point. On 28 February, the Swiss Federal Council bans all major events with more than 1,000 people. Individuals in Switzerland are now buying even more disinfectant; 140 times as much as the year before, to be precise. An increasing number of employees start working from home and are equipping their desks with letter trays to keep things neat and tidy. Keyboards, computer mice, webcams, etc. are selling like hotcakes.
Week 9: panic buying begins
On 1 March, the Swiss Federal Council launches its campaign «Protect yourself and others» with recommendations on hygiene and distancing. Meanwhile, there’s nonstop media coverage of the latest developments. The Swiss are now panic buying foodstuff. At Galaxus, this includes pasta and nut bars. Some customers seem to be preparing for the worst-case scenario and order camping stoves.
Week 11: piles of toilet paper
On 11 March, the WHO labels the events as a pandemic. Switzerland goes toilet paper crazy. Sales are 90 times higher that week – a record number. Any masks and sanitisers added to our range leave the warehouse almost as fast as they’re stocked.
Week 12: I need a haircut!
On 16 March, the government imposes a lockdown. Restaurants, bars, clubs and most shops have to shut. This includes hairdressers. It doesn’t take long until people want to rid themselves of their messy mop. This would explain the rise in sales of hair-cutting shears. The self hair-cutting trend will intensify over the following weeks.
The lockdown triggers a huge run on our online shops. By mid-March, customers are waiting three days longer on average for their orders to reach them. In the following two weeks, we ramp up our logistics with 200 new employees. This helps us gradually reduce the backlog. Our customer service is swamped with requests.
Week 13: cabin fever sets in
In the meantime, half of Switzerland is working from home. We’re all spending lots of time indoors, so no wonder stained walls, scratched tables or grey grouting are starting to get to us. With all this time on our hands, we start renovating, making music, gardening and painting. Face masks have now completely sold out at Galaxus.
Week 18: close encounters of the acrylic kind
Mid-April sees sneeze guards sweep the nation. They prove particularly popular with companies whose employees can’t work from home. Hair salons are given the green light to reopen on 27 April. The demand for hair-cutting scissors screeches to a halt.
Week 20: masks are back in stock
The Swiss Federal Council decides to further ease measures. Since 11 May, for example, restaurants are permitted to welcome guests under certain conditions. Furthermore, some retailers may also open for business. And we’re finally getting a large supply of protective face masks. The previous days had seen them sell out as fast as they were stocked up. At last, we’re able to reliably provide our customers with masks. However, wholesale trade is still like the Wild West.
How did you like our evaluation? Is there something we missed? Are there any lockdown anecdotes you’d like to tell us about? Thanks for sharing your story or comment below.
Alex Hämmerli
Senior Public Relations Manager
Alex.Haemmerli@digitecgalaxus.chAt 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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