Toilet paper sales have soared across the UK after Britons were urged to stockpile “be ready” kits ahead of a potential national emergency.
Retailers and manufacturers have seen an astonishing rise in demand for tissue, tinned goods, and batteries.
Defence Secretary Wes Streeting unveiled the initiative on Thursday, warning the country to prepare for hypothetical scenarios, including severe storms, flooding, power failures, and cyberattacks by hostile states.
The campaign encourages every household to assemble an emergency kit with enough supplies to manage independently for up to 72 hours if essential services are disrupted.
Following the announcement, Bamboo toilet roll brand Cheeky Panda recorded a 43 per cent jump in sales compared with the same period last year.
Meanwhile, recycled paper producer Serious Tissues saw orders climb 36 per cent over just five days.
Bumboo, another eco-friendly supplier, noted a 29 per cent rise between October 22 and 26 against the previous month.
High street chains have felt the effect too, with discount retailer B&M reporting a 19 per cent uplift in toilet roll sales since the guidance was published.
By Tuesday afternoon, lavatory paper ranked in the top 20 on Amazon’s grocery bestsellers page.
Beyond toilet paper, the official Government checklist recommends keeping approximately nine litres of drinking water per person, non-perishable food that requires no cooking, a torch, spare batteries, a radio and warm blankets.
Iceland reported a 40 per cent weekend increase in tinned food sales, while Ocado customers found several lines of bottled water listed as unavailable alongside soup ranges from Heinz and Baxters.
Torch purchases at Argos rocketed by 400 per cent between Thursday and Saturday compared with the prior week.
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Toolstation recorded a 172 per cent spike in generator sales, driven by demand for electric inverter and petrol-powered backup units.
Robert Dyas saw radio sales leap 160 per cent week on week, and Maplin reported that torch purchases rose 284 per cent and radio orders 92 per cent compared with the same period a month earlier, with power banks also up 106 per cent.
St John Ambulance said first aid kit sales more than quadrupled from Friday to Monday.
Despite the retail chaos, Mr Streeting welcomed the public’s immediate response to the initiative.
“It’s encouraging that people are taking practical steps to be ready,” he told the BBC.
“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.”
Ministers have stressed that the campaign signals no immediate danger, framing it instead as part of a broader national resilience strategy to help families cope with routine emergencies.
The Government has told the public to stay “alert but not alarmed,” even as retailers work to restock shelves.
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