As snow blankets the UK this week, shoppers are urged to approach their supermarket trips cautiously. The Met Office has issued yellow weather warnings for snow and ice, including a 15-hour alert for England starting Monday night. While preparing for bad weather is prudent, panic buying of everyday essentials—such as milk, bread, and toilet rolls—can create shortages that affect everyone.
This typical behaviour, which resurfaces during snowstorms, has sparked social media conversations as shoppers begin stocking up. But what drives this phenomenon, and how can we shop responsibly during these times?
Snow and Panic Buying: A Recurring Trend
Consumer behaviour experts consistently observe a pattern: as soon as snow is forecast, essentials like bread, milk, and toilet rolls are among the first items to disappear from supermarket shelves. This behaviour isn’t unique to the UK; it’s a global phenomenon tied to weather-related disruptions.
Retail analysts note that items like eggs and snacks often join the essentials list, but staples like bread and milk remain the most sought-after. These items are considered irreplaceable daily, making them priority purchases when supply chains could be affected.
During the infamous Beast from the East in 2018, shoppers cleared shelves across the UK, some even taking items directly from delivery vans. Many queued for over an hour in supermarkets, only to find a limited stock of their desired items.
On social media, reports of chaotic scenes began trending. One user shared, “Local Co-op out of milk and bread. There was a delivery this morning, and people were taking it from the driver before he’d got it into the shop.”
The Psychology Behind Panic Buying
So why do people need to stockpile in times of potential crisis? Anthropologist Sharon Wolfgang explains that behaviour stems from necessity and psychological factors. Essentials like milk and bread are staples in most households, particularly for families with children. With heavy snow making travel and shopping difficult, ensuring access to these basics becomes a priority.
Wolfgang also highlights the social factor: seeing others stockpile can create a ripple effect. “When shelves begin to empty, it triggers a fear of missing out, leading to even more panic buying,” she explains.
Are Supermarkets Running Out?
Major retailers like Tesco, Asda, Morrisons, and Sainsbury’s have not reported any confirmed shortages. However, panic buying can create artificial scarcity, where demand outpaces supply due to over-purchasing rather than actual stock issues.
Experts emphasise the importance of responsible shopping. While it’s wise to prepare for a few days of bad weather, buying excessively—such as 20 loaves of bread or 16 pints of milk—can disrupt supply chains and leave others without essential items.
Lessons from Past Storms
During the Beast from the East, many shoppers reported minor price increases on essentials, further fueling frustration. “I noticed the basics price suddenly shot up 5p in some cases,” one shopper shared. “Sheer profiteering as the snow had hardly settled.”
This highlights another aspect of snow-related panic buying: its impact on vulnerable communities. Those who can’t afford to stock up often face the brunt of shortages. By shopping responsibly, we can collectively reduce the strain on supply chains and ensure access for everyone.
How to Shop Responsibly During a Snowstorm
- Plan: List essentials for a few days rather than stocking up for weeks.
- Diversify Purchases: Consider non-perishable items like canned goods, dried pasta, and frozen vegetables as alternatives to fresh products.
- Stay Informed: Regularly check Met Office updates to plan trips around weather warnings.
- Think of Others: Buy only what you need, leaving enough for other shoppers.
The Bigger Picture
While snowstorms can disrupt daily routines, panic buying often creates problems that could have been avoided. By shopping responsibly, we can prevent shortages and support each other during challenging times.
So, as the snow falls this week, remember a calm and thoughtful approach to shopping will ensure everyone has access to the essentials they need. Prepare wisely, but don’t let panic guide your decisions.