The Psychology Behind Panic Buying Toilet Paper During COVID-19

At the start of the COVID-19 pandemic, there was a strange and unexpected side-effect of the global crisis: a sudden rush to buy toilet paper. Supermarket shelves were stripped bare, and social media filled with images of shoppers hoarding packs of loo roll. It was a bizarre scene, especially given that the virus itself had no direct connection to the need for such an item in bulk. So, why did toilet paper, of all things, become the emblem of pandemic panic buying?

In times of uncertainty, people seek control, and one of the first ways they often do this is by ensuring they have what they believe are essential supplies. Toilet paper, though mundane, became symbolic of this. It’s a basic necessity, used by everyone, every day, and suddenly, the fear of running out of it became intertwined with larger, more existential fears about the pandemic. We were not just dealing with a virus; we were also grappling with how to maintain the everyday routines that keep life feeling normal. This small square of tissue came to represent the preservation of that normalcy.

Psychologically, this behaviour is rooted in something called “scarcity mindset.” When people see an item disappearing from shelves, it triggers the belief that there won’t be enough for everyone. This mindset fuels more panic buying, as individuals rush to grab what they can, fearing that they might miss out. The more they see others doing it, the stronger the urge becomes. This is often referred to as “herd mentality,” where the behaviour of the majority leads others to follow suit without necessarily questioning why.

Toilet paper, in particular, became the focus because it is both bulky and conspicuous. It’s hard to miss someone walking out of a shop with a towering stack of loo rolls in their trolley. This visual cue made people even more aware that supplies were dwindling, driving them to react in the same way. Had it been a less visible item, the effect might have been different. But once images of empty toilet paper shelves started circulating online, it created a feedback loop. The media amplified this, with constant stories about shortages, heightening the sense of urgency.

It’s also worth noting that toilet paper isn’t perishable, making it a “safe” product to stockpile. Unlike food, which might go off, a surplus of toilet paper can sit in a cupboard for months without issue. This practical consideration played a role in why it became an attractive item to hoard. People believed they were preparing for the long haul, and toilet paper seemed like a smart investment for an uncertain future.

But beneath the surface, there’s a deeper psychological aspect tied to fear and survival. The pandemic unleashed a sense of vulnerability, a loss of control over our environments, and a general fear of the unknown. Stockpiling toilet paper may have seemed irrational on the surface, but it was a form of coping. People wanted to feel like they were doing something to prepare for the crisis, even if that action wasn’t necessarily logical. In an odd way, filling a house with toilet paper became a way to exert control over a situation that felt uncontrollable.

There’s also the influence of social contagion. When people observe others behaving in a certain way, especially in times of crisis, they are more likely to mimic that behaviour. This is not just about following trends; it’s a deeply ingrained survival instinct. If a large group is taking a particular action—like clearing the shelves of toilet paper—there’s a part of the brain that assumes it must be important. Thus, the cycle continues, driven by the anxiety that others know something you don’t, and that you need to act fast.

Interestingly, some research suggests that the pandemic panic-buying wave was exacerbated by government messaging. Early on, when officials urged people not to panic, it had the opposite effect. Instead of calming the public, it stoked fears that something worse might be coming, leading to a “better safe than sorry” mentality. People began to prepare for lockdowns as though they were preparing for a natural disaster, and toilet paper—readily available and non-perishable—was the perfect candidate for stockpiling.

In the grand scheme of the pandemic, toilet paper shortages seem almost comical. Yet they reveal much about human behaviour under pressure. The rush for loo roll wasn’t just about the paper itself; it was about our need for security, for feeling prepared, and for maintaining control over our environment. What started as a few anxious shoppers clearing shelves soon spiralled into a global phenomenon, showcasing how, in times of uncertainty, even the most basic of items can take on an outsized importance.