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

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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.


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Avatar for Martijn Hoogeveen

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

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