The simple comfort of stocking up

A box full of soft, bleach free toilet paper isn’t the most dramatic or showy thing you can bring into your home, but here at Naked Paper we like to think it’s special in its own right. 

After all, there’s a simple comfort in knowing you’ve got the basics covered, and it doesn’t get much more basic than loo roll. 

So we’ve always loved to see pictures from customers of our boxes in airing cupboards, our kitchen rolls on shelves, and our tissues set up neatly, ready for the weeks ahead. 

But toilet paper isn’t the only thing people are stocking up on. With restock videos of bathroom cabinets, fridges, and dressing tables becoming a firm favourite for online content, we want to weigh up the benefits of the big bulk buy. 

Why do people love to stock up, when is restocking a waste of time, money, and resources, and when is it actually better for the environment? 

Why people love restock content

There’s no denying the fact that people love to watch other people restock. From kitchen pantries to bathroom cabinets, the internet is full of videos of bottles being refilled and products lined up in perfect order. 

In a Vogue piece from 2021, Sarah Spellings summarised the satisfaction she personally gets from these videos: “There’s something soothing about the ritual, the percussive sounds, and the way everything has a place—even if you never considered it might need one.”

The universal appeal of being prepared is something we’re well aware of as toilet paper manufacturers. Naked Paper launched during the UKs second lockdown in 2020. At the time, supermarket shelves were being stripped bare and people were filling their cupboards with mountains of tissue.

With the benefit of hindsight, we can see that the great toilet roll panic buy wasn’t strictly necessary, but the impulse behind it makes sense. When things feel unpredictable, people cling to the comforts of home; cleanliness, security, and routine. 

But outside of global pandemics and the shortages that come with them, is buying in bulk a good idea? It depends what exactly we’re stocking up on.  

When restocking is bad for the environment

Buying and storing things for our homes in bulk can help us feel prepared, and seeing the beautifully arranged cupboards of content creators can scratch a very particular itch for those of us who enjoy a tidy, ordered home environment. 

But there comes a point where preparedness tips into excess.  Watch enough restock videos and you might find yourself starting to eye your own cupboards with anxiety. Do you need more travel-sized tubes of toothpaste? Do you have enough flavours of lip balm? 

When the focus becomes creating content rather than living comfortably, it’s easy to lose sight of what we actually need, and this leads to overconsumption. Critical commentators on the restock trend have warned that buying so much more than we need generates unnecessary waste and transport emissions, and usually involves a pile of single use plastic. 

This type of content can also create an unrealistic picture of what a normal home looks like.

It’s perfectly normal to have one type of laundry powder or a single moisturiser on the go. There’s nothing aspirational about clutter, especially when it’s wrapped in plastic and destined for the bin.

When stocking up makes sense

That said, when it’s done thoughtfully, buying in bulk can actually be a great sustainable option. If you’re stocking up on things you know you’ll use, and you’re not buying in excess, it can help reduce waste in more ways than one.

It probably won’t surprise you to hear that we think toilet rolls are a great example. 

Tissue products don’t have a shelf life, they’re something we all use daily, and when bought in bulk they cut down on the packaging and transport emissions you'd get with smaller packs.

At Naked Paper, we offer our sustainable rolls in plastic-free, recycled, and fully recyclable 24, 48, and 96-roll boxes. 

For our customers, choosing Naked Paper is a simple way to save time, waste, and even some money along the way. And as our lovely customer Sheila shared with us, it’s a simple staple that quickly becomes part of the home:

“So pleased I have subscribed. This paper is great and I am pleased to be able to do a little bit for the planet. No complaints in my house. It is comfy to use. My son always stocks up for himself when he comes home.”

What’s worth stocking up on

So what’s the line between stocking up and overconsumption? Here are a few simple rules of thumb about what’s worth buying in bulk. 

🌿 It’s something you use regularly (ideally every day or every week)
⏳ It doesn’t expire or go off
📦 It doesn’t come with excessive packaging
🏡 You have the space to store it comfortably

If it ticks those boxes, stock away. 

Our toilet paper, tissues, and kitchen rolls fit the bill perfectly. They’re everyday essentials that look beautiful in your home, thanks to their natural, unbleached tones. They’re soft, sustainable, and satisfyingly stackable.

Want to try this simple comfort at home?