The key facts

  • The 'Be Ready' campaign (22 October) recommends three days of self-sufficiency: 3 litres of water per person per day, canned food, torches, chargers
  • Iceland: +40% canned food sales over the weekend; Robert Dyas: +160% radios; Maplin: +284% torches, +106% power banks
  • Ocado reports sold-out types of water, beans and soups; independent sellers saw growth of up to 650% and tenfold

The government's call and shoppers' reaction

On 22 October, the UK Defence Secretary Wes Streeting urged citizens to stock up in case of an emergency — for example, cyberattacks or extreme weather events. He recommended having three litres of water per person per day, canned food, baby food, battery-powered torches and phone chargers. At the same time, the government published the 'Be Ready' guidance, advising households to remain self-sufficient for three days, keep cash, copies of important documents, warm clothing and antiseptic. Security Minister Dan Jarvis said this 'brings the UK into line with many European partners', for whom the three-day message is also at the heart of the campaign'. Just days later, retailers recorded a sharp rise in sales: the Iceland chain reported a 40% increase in canned food sales over the weekend and strong sales of bottled water, Robert Dyas reported a 160% rise in radio sales over a week, and Maplin reported a 284% increase in torch sales, a 92% rise in radios and a 106% rise in power banks compared with the same period last month.

Sold-out shelves and small businesses

According to The National, several types of water were unavailable at online retailer Ocado, and beans and soups had sold out; the Booths chain noted a similar dynamic to Iceland. Niche sellers showed an especially sharp rise: Preppers Shop UK founder Lincoln Miles told the BBC about a 650% increase in sales, and Josh Prinkle of the Sgt Prepper's shop reported a tenfold increase in orders, mostly for hand-crank radios. Maplin managing director Ollie Marshall noted that 'within hours of the Be Ready announcement, people reached for the basics — a torch, a wind-up radio, a power bank'. Streeting called shoppers' reaction encouraging: in his words, a stock of canned food and torches helps households prepare for disruptions — floods, power cuts or burst pipes. It is worth noting that the announcement was made ahead of a weekend when storms Austen and Boelo hit the UK — during such periods sales of such goods rise even without a campaign, as The National points out.

Assortment of food items including oils, pasta and dried foodsImage source, Getty Images
Image caption,

A staple item for those looking to stock up on supplies is tinned oily fish - including salmon, mackerel and tuna

A red torch shines a beam of light on a black portable radio.Image source, Getty Images
Image caption,

Sales of torches and radio have risen sharply for some UK retailers

Woman is rearranging the kitchen pantry. Many cans, bottles and tins on the kitchen table. Panic buying concept.Head and shoulders shot of Burnham meeting firefighters, who are visible in the background along with a fire engine. He is wearing a navy suit, a white shirt and a green tie, with a poppy on his lapel.Wes Streeting walks in front of the Downing Street building facade carrying a binder that says 'Secretary of State for Defence' on the front, in September.