Major UK retailers have experienced a sharp increase in sales of essential goods following the government's call for households to prepare for potential emergencies, according to figures obtained by BBC News. The spike in purchases came after Defence Secretary Wes Streeting urged the nation on 22 October to stockpile items including tinned food, bottled water, torches, radios and mobile phone charging packs in preparation for disruptions caused by cyber attacks, extreme weather or other crises.
The government's Be Ready campaign has prompted consumers to act with remarkable speed. BBC Newsnight gathered sales data from multiple retailers showing the scale of the response across different product categories.
The government's recommendations specified that households should ensure they have three litres of water per person per day, tinned goods, baby food, battery-powered torches and mobile phone charging packs. Streeting responded to the retail surge by stating:
It's encouraging that people are taking practical steps to be ready. Having a few everyday essentials at home, from tinned food to torches, helps households prepare for disruption, whether that's flooding, power cuts or burst pipes. We can all play our part in making Britain more resilient.
Which retailers saw the biggest increases?
Iceland supermarket chain reported a 40% increase in sales of tinned products over the weekend following the announcement, with strong sales of bottled water also recorded. An Iceland spokesperson told the BBC:
It's clear consumers have listened to the government's message as we have seen a 40% increase in sales of tinned products over the weekend and strong sales of bottled water too. Our supplies of these products remain healthy.
Electronics and emergency supplies retailers experienced even more dramatic growth. Robert Dyas reported a 160% increase in sales of radios compared with the previous week. Maplin, the electronics retailer, saw radio sales rise by 92%, torch sales increase by 284%, and power bank sales climb by 106% in the period since the government's announcement compared with the same timeframe a month earlier.
Ollie Marshall, managing director at Maplin, described the immediate consumer response:
Within hours of the Be Ready announcement we saw people reach for the basics - a torch, a wind-up radio, a power bank. Torch sales nearly quadrupled and radio sales almost doubled in three days.He added:
These are simple, affordable products that keep a household connected and informed when the power goes out, and it's encouraging to see people taking the advice seriously.
Specific products have sold out rapidly across the retail sector. According to the Telegraph, Maplin's £18.99 Ionos Almere wind-up radio sold out on Friday, and retailers reported a fivefold surge in orders for wind-up radios. Online grocer Ocado listed several bottled-water brands and soup ranges as unavailable on Monday, 26 October, and said it was working with suppliers to improve availability. Booths also reported year-on-year increases in sales of tinned goods, bottled water and batteries.
How have independent retailers responded?
Smaller specialist retailers have experienced extraordinary demand. Josh Pringle, from Sgt Prepper's online store, reported that his sales increased tenfold following the government announcement.
We were a small outfit on Wednesday. And then the government launched the Be Ready campaign and we couldn't believe what we were seeing – order after order after order. Most of them were for a wind-up radio.
Lincoln Miles, founder of Preppers Shop UK, told the BBC of a 650% increase in sales after the government announcement, noting that off-grid products have become the focus of consumer purchasing. These independent retailers, which typically serve niche markets, have suddenly found themselves at the centre of mainstream demand.
What does the broader data show?
The surge in consumer interest extends beyond traditional retail channels. According to the Telegraph, Google Trends showed searches for "survival pack" up more than 5,000% in October compared with the same period last year, indicating that the government's message has reached a substantial portion of the population and prompted active research into emergency preparedness.
The government has positioned Be Ready as the first stage of a three-year campaign aimed at building household resilience. The campaign advises households to build supplies gradually during regular shopping, check them every six months, and discuss support and contact details with neighbours. Eligible households are also encouraged to to the Priority Services Register so utility companies can identify people who may need extra support during an emergency.
What comes next?
The government plans to expand the Be Ready campaign through social-media and radio advertising over the coming weeks and months, with a particular focus on reaching families with young children and older people. This broader promotional push is expected to sustain or potentially increase demand for emergency supplies across retailers in the coming period.
