How do Swiss consumers cope with masks?
The introduction of compulsory masks on public transport (6 July 2020) and for store visits in Zurich (27 August 2020) was viewed critically at first, as it could slow a recovering post-lockdown demand. After the nationwide tightening of protective measures on 19 October 2020, the question of the effects of mandatory masks became even more pressing. This article adds evidence from Google search behaviour.
The trendEcon data allow a differentiated view of on-site and online retail. First, the new term maskenpflicht (mask requirement) triggered great interest both in the canton of Zurich and across the country. After the Federal Council's decision of 18 October, searches reached a new record high.
The terms öffnungszeiten (opening hours) and shopping center stand for physically visited consumption. Öffnungszeiten is hard to read: the pre-Corona level was reached again, even exceeding the same months a year earlier, but this could mean people check opening hours more often rather than risk a closed door. Shopping center was searched slightly less in Zurich after masks became mandatory and had not yet recovered to the previous year's level.
Finally, the big names of Swiss online commerce: galaxus, coop at home and le shop. The e-commerce giant Galaxus improved its already strong position during the lockdown and settled at a new level above the previous year. The online arms of Coop and Migros saw an enormous lockdown peak followed by a return to roughly the previous year's level. The renewed security measures lifted demand across all online retailers again.
The data cannot directly identify an effect of the mask requirement, but they do point to a shift in non-food consumption from on-site to online. The renewed upturn in online shopping suggests Swiss people moved into the safety of their own homes rather than visiting stores.