BUTT SERIOUSLY: THE TP INDEX
NCS has developed a National TP Index, which demonstrates just how extraordinary these times are. Toilet paper’s category rank by daily total dollars is generally 20th or 30th (though we see dips during Thanksgiving and Christmas when consumers prioritize other products).
On March 11 and 12, 2020, at the start of Extreme Buying, toilet paper jumped to the #1 highest-selling category by total daily dollars.
Until the week prior, TP never ranked above 10th place; until March 2020, TP never ranked above 16th place. These are record-breaking times for TP.