DIY, makeup, masturbators and outdoor items winners during COVID-19 lockdown


Which non-medical categories are the big winners of the COVID-19 crisis? In Q2-2020, compared to one year before, it’s unsurprisingly, DIY: electric hoist accessories (+17K%), impact sockets (+7K%), pulley pullers (+6K%), turnbuckles (+5K%) and current meters (+4K%).

Further, personal care is up, dramatically: makeup cases (+14K%) are probably deemed essential when videoconferencing only shows the face. Outside the top 10, and remarkable, are male masturbators (+3K%). Not illogical during lockdowns.

Remarkable is also the escalating interest in outdoor sports items. Climbing harnesses (+10K%) and climbing ropes (+12K%) for a type of sport that can be practiced individually and outdoors, respecting social distancing rules. Also in the category of individual, outdoors recreation are telescope cameras (+4K%).

The reason behind the increased interest in language translators (+4K%) is less obvious, unless they play a role in international video conferencing. Yet, I would normally associate these with travel, which has been restricted till very recently.

Note: the sorting by percentage in tens of thousands of categories is of course benefiting relatively small or new categories. Still, it’s an interesting indication of marketplace dynamics.

Founder and CEO of Icecat NV. Investor. Ph.D.

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