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The decree of the state of alarm in Spain on March 14, 2020 banned any departure from the home that was non-essential. Going to the supermarket to get food and other products became almost the only possibility for people to go out. Proximity and product availability played a key role when deciding which supermarket chain to go to. Among all the existing chains in the country, Mercadona became the favorite to a large part of the Spanish population. In fact, throughout the period, the Valencian supermarket concentrated more than a fifth of national sales.