Sales of toilet paper and bottled water have surged following the UK government's 'Be Ready' campaign, which encouraged households to stockpile essentials for potential national crises such as natural disasters or cyber-attacks. The campaign, which advises stocking up for 72 hours, has led to a noticeable increase in demand for items like tinned foods, bathroom products, and survival gear.
Retailers have reported significant upticks in sales. Serious Tissues, a recycled toilet paper company, saw a 36% increase in sales, while eco-friendly brands Bumboo and Cheeky Panda reported 29% and 43% increases, respectively. Online, bottled water and toilet paper accounted for six of Amazon's top 20 most popular grocery items. Survival-style items, including jerry cans, head torches, hand warmers, and water purification tablets, are also topping bestseller lists.
Despite the heightened interest, suppliers are expressing concern that the campaign could trigger hoarding behavior similar to that seen during the COVID-19 pandemic. Julia Chen, co-founder of Cheeky Panda, advised against stockpiling months' worth of items, stating, "Having a little extra toilet paper in the cupboard is good planning, but there’s no need to stockpile months’ worth." Online supermarket Ocado reported some bottled water brands and tinned soups as out of stock, and it is working with suppliers to increase availability. Footage from a Costco wholesale supermarket showed shoppers filling trolleys with cases of bottled water and paper towels.
Defence Secretary Wes Streeting described the public's preparedness as 'encouraging,' emphasizing that having everyday essentials helps households prepare for disruptions like flooding, power cuts, or burst pipes. The 'Be Ready' campaign highlights concerns about climate change, technological dependence, and hostile foreign actors. It also recommends keeping copies of essential documents, physical cash, a wind-up radio, a power bank, and a first aid kit.
The government's initiative has also faced some lighthearted criticism due to remarks from officials. Housing Secretary Angela Rayner joked about stockpiling personal items and wine, while Treasury minister James Murray admitted he only keeps coffee readily available at home. Prime Minister Andy Burnham downplayed the alcohol suggestion and noted his own preference for snacks like Twiglets.
Specialist 'prepping' shops have seen a dramatic increase in trade. Jack Brown, owner of Sgt Prepper's, reported receiving a month's worth of orders in just 24 hours. However, the British Retail Consortium stated that food availability remains good and most stores maintain healthy supplies.
