Tracking devices are a summer hit

Sales of Bluetooth and GPS trackers skyrocket, especially before the summer holidays – the little helpers are particularly popular for tracking suitcases, but also for keeping an eye on keys, pets or, more recently, children as well as grandma and grandpa. Galaxus is recording strong and sustained growth in the Tracker category. In 2023, sales rose by 48.2 per cent compared to the previous year, and by a further 38.2 per cent in 2024. In 2025 to date, the increase is already 25 per cent compared to the same period in the previous year, reports the online retailer.

Accessories such as mounts, trailers and protective covers are also in demand: growth was 39.2 per cent in 2023 and 46.3 per cent in 2024. Growth in 2025 has so far been 19 per cent.

Trackers sell particularly well in spring and early summer - the time when many people are planning their holidays. Customers use tracking devices to secure their suitcases, rucksacks and valuables before travelling. Typical areas of application, as described by users or advertised by manufacturers, include the localisation of luggage, the retrieval of keys, bags or purses, securing bicycles or e-scooters, and locating pets. “If you want to reliably locate your motorhome, boat or pet, you are better off using GPS trackers with a mobile phone module. However, this is also more expensive,” explains Martin Baumann, category business manager at Digitec Galaxus.

Demand for trackers is particularly high in urban areas, according to Galaxus: For example, customers in Switzerland buy the most tracking devices per capita in Zurich, Zug and Basel-Stadt. In Jura and Ticino, the sales figures are the lowest in relation to the number of inhabitants. In rural areas, on the other hand, classic GPS trackers are more in demand – for vehicles or animals, for example.