"We used to buy wallpaper; now we buy gas canisters": How the war has changed sales at home improvement stores

The standard portable gas canister has become the top-selling item at the VISTA chain of home improvement and hardware stores and has held this position for several months now. Just a few years ago, such a situation in a home improvement store would have been hard to imagine.

The war and frequent power outages have significantly changed Ukrainians’ purchasing priorities. Instead of planned home repairs, people are increasingly spending money on backup power, autonomous lighting, heating, and safety equipment. And products that were previously considered non-essential have unexpectedly become top sellers.

This creates new challenges for businesses. As soon as the power supply situation stabilizes, demand drops. But the next wave of outages triggers another rush of demand, for which even suppliers don’t always have time to prepare.

In an interview with a representative of the VISTA chain, we discuss how sales have changed, why shortages occur, and what the Ukrainian retail sector has learned from previous years.

- How much have sales changed over the years of the war? Which products are selling the best right now?

- The changes have indeed been drastic. And one fact illustrates this best: for several months in a row now, our top-selling item has been a standard camping gas canister.

Imagine: a home improvement chain with a huge assortment of products for renovation, construction, interior design, and household use—and yet the item that sells the most is gas canisters.

Previously, this was a fairly niche product. People bought it for camping, fishing, and outdoor recreation. Demand was relatively straightforward and predictable.

Now the situation is different. In addition to everyday needs, there are now issues of self-sufficiency: the ability to cook, charge devices, provide lighting, and keep essential equipment running.

And this isn’t just a short-term shift in interest toward a single product. The very structure of purchasing is changing.

- And what’s happening with traditional product categories? For example, wallpaper, paint, and finishing materials?

- The need for home improvements hasn’t gone away, but priorities have shifted.

In the past, people could plan to redecorate a room, choosing new wallpaper, paint, or flooring. Now they’re often faced with a different question: should they spend money on renovations or buy equipment that will help them get through prolonged power outages?

It’s clear that in such a situation, renovations can wait.

It’s not as if sales of all traditional product categories have come to a halt. But the structure of consumer spending has changed. What used to be a planned purchase is now often put off in favor of more urgent needs.

This is an important signal for retail chains. Sales data from previous years no longer always helps in accurately forecasting the next season.

- Why have gas canisters become so popular? After all, when people talk about blackouts, they usually mention generators and power stations.

- A generator or a powerful charging station is a significant expense. Not everyone can afford such equipment.

A gas canister, on the other hand, is a small and relatively affordable purchase. People are stocking up, buying several units to have on hand in case of prolonged outages.

That’s why it’s important to distinguish between market leaders based on the number of items sold and those based on revenue. A single generator can cost as much as hundreds of gas canisters, but in terms of sales volume, the inexpensive product will be the market leader.

We’re seeing similar trends in other categories: the importance of rechargeable flashlights, portable chargers, standalone lighting, and backup power equipment is on the rise.

At the same time, it’s important to remind customers about safety. Not every camping stove or gas appliance is intended for use in a residential setting. It’s essential to follow the manufacturer’s instructions and fire safety requirements.

- The business has been operating under these conditions for several years now. Why, then, do shortages arise again during the latest blackouts?

- There’s an interesting pattern here.

When large-scale power outages begin, demand spikes sharply. People simultaneously search for generators, charging stations, flashlights, gas canisters, and other essential items.

Then the power supply situation gradually stabilizes. Outages become less frequent, and life returns to a more familiar rhythm. And shoppers seem to forget that the problem could happen again.

Demand drops, and people put off their purchases. Consequently, stores and suppliers adjust their inventory to match the current situation.

But as soon as a new wave of outages begins, the whole cycle repeats itself. Moreover, demand can surge very quickly.

And this is where the problem arises: suppliers aren’t always physically capable of meeting the necessary volumes on short notice. Especially when the same products are being ordered simultaneously across the country.

- So, is the problem not so much a shortage of goods as the fact that everyone starts preparing at the last minute?

- That’s one of the main reasons.

The usual supply process follows a certain cycle. Goods must be ordered, manufactured, or received from the manufacturer, delivered to the warehouse, and distributed among stores.

If demand grows gradually, businesses have time to respond. But when demand significantly exceeds normal levels in just a few days, the supply chain doesn’t always keep up.

Ordering goods today doesn’t mean receiving them tomorrow.

Moreover, shortages often occur simultaneously at several levels. First, store inventories run out, then distributors’ stocks, and manufacturers or importers need time to secure new shipments.

As a result, even a company ready to purchase additional quantities of goods cannot always do so as quickly as customers need.

- What should businesses do then? Keep large inventories in warehouses at all times, even when there’s no demand?

- It’s not that simple. Large inventories mean tied-up working capital, warehouse costs, and the risk that some products will remain unsold for a long time.

This is especially true for generators, charging stations, and other expensive equipment.

But experience has shown that it’s no longer possible to focus entirely on current demand either.

In our opinion, businesses need to adapt their planning approach. It’s important to analyze not only the sales from the last month but also previous periods of sharp increases in demand.

If a product has already been in short supply several times during power outages, a temporary drop in sales does not mean that the demand for it has disappeared forever.

For such product categories, it is necessary to separately assess the need for reserve stock, delivery times, and the ability to quickly engage alternative suppliers.

And most importantly—don’t wait until the rush starts again.

- Has VISTA changed its approach to operations following previous waves of blackouts?

- Previous years have shown that preparations for a new surge in demand should begin while the situation is still relatively calm.

First and foremost, it’s important to consider how customer needs are changing. Today, customers often aren’t looking for a single product, but rather a ready-made solution for a specific situation.

For example, someone might need to keep a router and laptop running, set up lighting in an apartment, or provide backup power for equipment in a private home.

That is why, in the VISTA online store, products that help prepare for power outages are grouped into a separate category called “Blackout Supplies.”

This category features a variety of solutions—from portable chargers and standalone lighting to generators, inverters, and other equipment.

When it comes to procurement, the main lesson for us is the need to constantly review forecasts and assess the potential risks of recurring crises.

After all, if all market participants start increasing their orders only after the next round of blackouts begins, it becomes much more difficult to quickly resolve the shortage.

- Have buyers’ requirements changed? Have they become more knowledgeable about off-grid equipment?

- People have become more interested in the practical characteristics of products.

Previously, a buyer might have chosen a flashlight based on brightness or price. Now they’re interested in how many hours it will run without recharging, how quickly it charges, and whether the battery can be replaced.

Charging stations are even more complicated. You need to consider not only battery capacity but also output power, the inrush currents of devices, and charging capabilities.

Generators must also be selected based on the load and operating conditions.

That’s why the role of expert advice and clear product information has grown. It’s important for people not just to buy a device, but to be confident that it will solve their problem.

- Aside from self-sufficiency, what other changes in buyer behavior have you noticed?

- Home security is a separate category.

For example, protective window films, often referred to as bulletproof films. Previously, such materials were mainly of interest to buyers with specific requirements for glass safety. Now, people are more likely to focus on ways to reduce the risk of injury from shards when windows break.

Requirements regarding heating, lighting, and home self-sufficiency have also changed.

Today, people often evaluate products not only by price, design, or convenience, but also by how much they will help in an unpredictable situation.

At the same time, it’s important not to create a false sense of security: protective film does not make ordinary glass shatter-resistant, and standalone heaters require adherence to safety guidelines.

- Can we say that buyers’ needs will never be the same as they were before the war?

- It’s hard to predict what the market will look like in a few years. But we’re already seeing that people’s attitudes toward home improvement have changed.

Previously, comfort was mainly associated with modern renovations, home appliances, and beautiful interiors.

Now, this has been joined by the ability to stay connected, have lighting and heat, and keep essential equipment running during power outages.

This doesn’t mean people will stop renovating or building. But self-sufficiency and safety will likely remain important criteria for choosing products going forward.

For retailers, this means the need to maintain a balance between traditional product lines and new categories, for which demand can change very quickly.

- And finally: what is the main conclusion you’ve drawn over the years?

- The most important thing is not to view a temporary stabilization of the situation as a guarantee that the problem won’t return.

When the outages stop, it seems that backup equipment is no longer as necessary. But the next crisis shows that preparations should have started earlier.

This applies to both consumers and businesses.

People should plan ahead for their basic needs in case of prolonged outages. And retail companies should analyze past experience, work with suppliers, and plan inventory with potential new waves of demand in mind.

The story of the portable camping gas canister, which became our best-seller, is very telling. It demonstrates just how quickly the significance of even the simplest product can change.

That’s why the challenge for businesses today is not only to sell what’s in demand right now, but also to try to anticipate what people will need tomorrow.

Олена Болган