What Britain is preparing for
What PreparedBritain's readers read, and which kit they clicked through to, week by week. It shows what people do after a headline: whether they check it, and what they reach for. Shares and percentage changes only.
Checking the headlines was the most-read topic, with 58% of reading. Emergency radios were 26% of all clicks through to retailers.
"A usual week" is the weekly average of 21 August to 17 September 2026. We're a young site, so part of any rise is our own growth; the shares below are the fairer comparison.
What people read
Each topic's share of this week's page views, against its share in a usual week.
What they reached for
Kit categories as a share of all clicks through to retailers this week. Clicks, not sales: we don't see what anyone bought.
Most-read pages
Share of the week's page views, and the change against a usual week ("new" if it was published during the week or the usual week is too small to compare).
- 1.Is the UK government telling people to stockpile food and water?45.8% · new
- 2.Best emergency radios for power cuts (2026)4.6% · +685%
- 3.The emergency kit builder4.3% · +1,960%
- 4.How much emergency food should you store? A per-person guide3.4% · +1,550%
- 5.The UK Emergency Kit List, explained item by item3.1% · +721%
- 6.Best water storage & purification for emergencies (2026)2.5% · +541%
- 7.Is the UK setting up a civilian ‘war register’?1.8% · new
- 8.Best emergency torches & wind-up radios (2026)1.8% · +1,096%
How we measure it
- Page views and clicks through to retailers on preparedbritain.co.uk, from our cookie-free site analytics, for the seven days to the date shown, against the weekly average of the four weeks before.
- Our readers are the people who searched for, or were sent to, a preparedness site. They aren't a sample of the country, so read this as what interested people did, not what everyone thinks.
- Topics group pages by subject; the homepage, hub pages and site pages are left out of the shares (the grouped pages were 89% of all views).
- We publish percentages only, never visitor, click or sign-up counts.
Journalists: the figures are free to use with credit to PreparedBritain. For anything more, see our press page or email hello@preparedbritain.co.uk.
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