Faced with soaring energy prices, households are equipping themselves to prepare for the cold months.
Risk of rotating load shedding, calls for sobriety… The forecasts for this winter are chilling. And yet, soaring energy prices are making households cautious about turning on their heating. Anxious to limit their energy bills, the French are therefore equipping themselves, instead rushing to products “anti cold“. Insulation for doors and windows, duvets, plaids, hot water bottles… While all of these products regularly see their sales jump as winter approaches, many brands agree that the surge is historic this year.
The most far-sighted have turned to household equipment, including heaters. Like other brands, Castorama saw sales grow in September, whereas the phenomenon usually only increases with the drop in temperatures at the end of October. Among the popular products, auxiliary heaters, whose sales “were multiplied by 3.5 compared to last year“, according to the group. All types of heaters are affected by this surge that Castorama explains with a “desire for independence in the event of power cuts“. At the same time, wood heating is also popular: still according to the company, sales have been multiplied by three over one year. The attraction of households for wood is also noted by NielsenIQ: in supermarkets, “products for fire including in particular pellets or wood pellets are experiencing strong disruptions”, noted the panelist this week.
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Other households go further and embark on work to improve the insulation of their homes. At Lapeyre, state-of-the-art windows and shutters are particularly in demand. “Two criteria are particularly sought after, it is emphasized: high-level thermal insulation and a supply of light and natural heat“. An increase in sales which is not due to the increase in new construction sites, but to the multiplication of renovation works.
Well-being and comfort
Same observation in the clothing department: perhaps influenced by Bruno Le Maire’s famous turtleneck, the French have thickened their wardrobes, favoring warm outfits. Fleece sweatshirts, plaids or heating pads, all these products have seen their sales take off compared to last year, notes Nature & Découverte. The brand noted a jump in sales of these products of 80% in September and 65% in October. Here too, the rush is particularly early: “These are references whose sales climb each year at the end of the year, rather November – December. This year, the increase started in September. Our customers have anticipated their purchases in a context of energy sobriety and lower heating temperatures»we detail.
The chamber is also affected:We have seen strong increases in duvet searches since government announcements, with sales accelerating 46% more than last year», explains one of the co-founders of Tediber.
This trend could settle in the long term, according to the actors… Unless inflation comes to break the dynamic. Castorama explains the evolution of its sales as follows:will depend on concrete inflation and the degree of consumer confidence“. On the other hand, despite the anticipated and sudden increase in sales, the companies claim not to fear a shortage. “We anticipated wellsays the Nature & Découverte brand. Same opinion at Lapeyre who considers that the risk of “clean breaks“, is very low, despite “stresses on the components».