This LRB piece mentions the British magazine Protect and Survive Monthly, which “was mainly a collection of adverts for Geiger counters and shelters with names like the Mole and the Egg.” Published between ~1981 and 86, the magazine had 12,000 subscribers.
According to the BBC, “[o]ne advert even promoted a wine club, with vintages you could keep in your shelter. As one article put it, ‘You don’t want to be caught in a queue at the supermarket when the bomb drops! ‘ “
