Holiday budgets.

The pandemic accelerated digital innovations and now shoppers are online more than ever before. Additionally, over the past 6 months, millions of consumers have been affected by price inflation and thus have adapted their spending habits accordingly.

In this report, we find out what these changes in behavior mean for this year’s holiday season. Read on to learn about consumers’ plans for creating budgets and getting more out of their money during the final months of the year.

Enjoy!

Methodology.

Insights from Klarna’s consumer research, conducted in cooperation with Nepa across 17 countries (the US, the UK, Ireland, Australia, New Zealand, Germany, Austria, Poland, France, Belgium, the Netherlands, Italy, Spain, Portugal, Sweden, Norway and Finland). The research was conducted during October and November 2022 and includes a minimum of 1,000 respondents in each country. In total, more than 17,000 consumers participated. The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

17,390 consumers

17 countries

Holiday budgets.

Creating a budget and sticking to it. Here’s how consumers all over the world are doing it.

Young and meticulous.

Younger generations are more likely to establish a budget before they start spending for the holiday season.

9 in 10

Gen Z’ers have already, or want to, create a budget for their holiday spend. Only 4% of U.S. Gen Z’ers say they don’t have a need for a budget, while…

3 in 10

Baby Boomers don’t believe they need to establish a budget. And this is true for twice as many Swedish Baby Boomers, with 60% saying they have no such need.

Holiday spending.

Over the past 6 months, millions of consumers have been affected by price inflation and thus have adapted their spending habits accordingly. Here’s how it will affect holiday spend compared to 1 year ago

10 out of 17

In 10 out of 17 countries, holiday spending budgets will be bigger compared to 1 year ago.

55%

of consumers will not change their holiday spending budgets, on a global average.

The majority will change the way they spend.

In all countries, the vast majority say recent price inflation will impact the way they shop for the holiday season.

78%

of consumers will change the way they spend for the holiday season, ranging from 67% in Sweden to 89% in Portugal.

Budget-friendly is the name of the game.

Shoppers are looking to hack the holidays by prioritizing shopping for the essentials, embracing sales, and more. It’s also increasingly important to gather input and ensure the person receiving the gift wants it.

1 in 2

will reduce their spend on non-essential items, and choose more budget-friendly options.

1 in 6

will actively try to avoid using their credit cards for holiday spending.

Keeping their spending in check.

The vast majority want to use an app to manage their holiday spending.

73%

would find it useful to have a mobile app that can help them set a budget and track and manage their spending, but only 26% are already using one.

Wait, there’s an app for that?

The smartphone revolution has introduced new technology that empowers consumers to keep better track of their shopping and make more informed choices.

76%

would find it useful to have an app that compares prices across retailers to find the cheapest item.

Evolving payment preferences.

Naturally, payments are a fundamental part of the shopping experience. Yet continual technological innovation means our payment preferences are constantly evolving.

‘Tis the season to ditch your credit cards.

About half of the shoppers who used their credit cards for holiday spending last year ended up paying some form of interest or fee. This year, more than 8 out of 10 will try to avoid credit card debt.

The rise of Buy Now, Pay Later.

Shoppers all over the world are turning to Buy Now, Pay Later to an increasingly higher extent.

According to consumers, the primary benefits of Buy Now, Pay Later over credit cards are avoiding the open line of credit and saving money. Most believe that Buy Now, Pay Later is cheaper compared to credit cards that charge additional fees and interest.

16 out of 17

the demand for Buy Now, Pay Later is higher than credit cards in 16 out of 17 countries.

Why pay interest?

Most people find it helpful to split the payments for holiday gift shopping into equal parts, without any additional cost or interest.

80%

of consumers find it useful to split the payments for holiday gift shopping into equal parts, without any additional cost or interest.

Those that use Buy Now, Pay Later are more meticulous.

There are clear differences when comparing those that have already tried Buy Now, Pay Later to those that have never heard of it. They are twice to have set a budget for their holiday spending and to use mobile apps to keep track it — and three times as likely to know what they will buy during the Black Friday sales.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Welcome to Klarna’s Black Friday & Cyber Monday deep dive!

The pandemic accelerated digital innovations and now shoppers are online more than ever before. Additionally, over the past 6 months, millions of consumers have been affected by price inflation and thus have adapted their spending habits accordingly.

In this report, we find out what these changes in behavior mean for this year’s Black Friday & Cyber Monday sales. Read on to learn more about shoppers’ plans and their expectations in the lead-up to the most intense shopping days of the year.

What’s more, we will continue to update the global shopping insights based on our shopping data so don’t forget to check back in for the latest news on developments this year.

Enjoy!

Methodology.

Insights from Klarna’s consumer research, conducted in cooperation with Nepa across 17 countries (the US, the UK, Ireland, Australia, New Zealand, Germany, Austria, Poland, France, Belgium, the Netherlands, Italy, Spain, Portugal, Sweden, Norway and Finland). The research was conducted during October and November 2022 and includes a minimum of 1,000 respondents in each country. In total, more than 17,000 consumers participated. The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

17,390 consumers

17 countries

150m consumers

450,000 retailers

Online shopping data.
Insights from Klarna’s shopping data. Klarna serves more than 150 million consumers and 450,000 retailers.

Online & in-store.

Bargain hunting season has started. Here’s where shoppers are heading and why.

Black Friday shopping no longer requires protective gear.

Many retailers have evolved their online presence to meet shoppers’ increasingly digital expectations. But does this mean physical stores are irrelevant? Not at all. Our research shows that physical stores still play an essential role for shoppers.

That said, many people anticipate that they will shop online more than usual during the hectic November sales. As such, online stores look bound to take an even larger share of the (digital) foot traffic this year.

IRL vs. digital shopping.

The charts below show how shoppers in each country think they will split their shopping between online and in-store. The remaining population thinks they will split it evenly between the channels.

Why are shoppers turning online?

A consumer’s choice of shopping channel heavily depends on whether they are looking to save time and money or whether they are looking for social interaction and customer service.

This helps to explain why shoppers are planning on digitizing their purchases during the biggest (and often most intense) sales days of the year.

74%

think they get lower prices online.

78%

prefer online stores to save time.

In-store with a digital footprint.

Ever been standing between the aisles and grabbed your smartphone to check product reviews or compare prices? You’re not alone.

The in-store shopping journey begins online.

The digital shopping revolution doesn’t only mean that people are shopping more online. Online research, also called “webrooming,” plays an important role throughout the in-store shopping journey. For the majority of people, a trip to the mall starts before they arrive.

81%

are sometimes (or often) researching online before they go in-store, out of which:

27%

do it often.

Smartphones have forever changed the in-store shopping experience.

Even when shoppers are physically in-store, they are also online, using their phones to compare competitive prices and offers and to check product reviews and testimonials to make sure they have found the right product.

70%

are sometimes (or often) using their smartphones in-store, out of which:

22%

do it often.

Planning makes perfect.

Executing the perfect bargain hunt requires proper planning. We found that there is a strong correlation between setting a budget, planning purchases, waiting to make more expensive big-ticket purchases, and expecting to make bargains during the sales days.

Online shoppers are more meticulous.

Shopping online and in the physical world are done differently. Meticulous planning, budgeting, and price awareness are strongly correlated with online shopping. Those who intend to shop in-store tend to make their purchases more spontaneously.

Online shoppers more often:

– know what they’re going to buy.

– wait until the sales to buy big ticket items.

– compare prices between retailers to find the cheapest item.

– try to make larger share of their holiday gift purchases during the sales periods.

Gen Z’ers & Millennials are on it, too.

Younger generations have a clearer idea of how much they are going to spend and what they are going to buy before the sales even get started.

8 out of 10

Gen Z’ers and Millennials will more often compare prices between retailers, and make more of their holiday shopping during the sales period, compared to last year.

The vast majority think they will buy something during the Black Friday sales.

And this is particularly true for the younger generations.

67%

think they will buy something during Black Friday/week, out of which:

25%

are sure they will do it.

Shopping for yourself and others.

Many take advantage of the sales to buy for themselves and for their nearest and dearest. Many shoppers will aim to get a bargain both on products they use themselves and on holiday gifts for loved ones.

75%

will buy something for themselves, while…

72%

will buy for others.

Top gifting categories.

These are the top products consumers are looking to bag for themselves and others ahead of the holidays.

Children’s Products

is the most popular gifting category, while…

Clothing & Shoes and Electronics

are the most popular categories to buy for oneself.

Evolving payment preferences.

Naturally, payments are a fundamental part of the shopping experience. Yet continual technological innovation means our payment preferences are constantly evolving.

The rise of Buy Now, Pay Later.

Shoppers all over the world are turning to Buy Now, Pay Later to an increasingly higher extent.

According to consumers, the primary benefits of Buy Now, Pay Later over credit cards are avoiding the open line of credit and saving money. Most believe that Buy Now, Pay Later is cheaper compared to credit cards that charge additional fees and interest.

16 out of 17

the preference for Buy Now, Pay Later is higher than credit cards in 16 out of 17 countries.

Why pay interest?

Most people find it helpful to split the payments for holiday gift shopping into equal parts, without any additional cost or interest.

80%

of shoppers find it useful to be able to split a payment into equal parts without paying fees or interest, on a global average.

2022 data updates.

Black Friday 2022 takes place on the 25th of November and Cyber Monday on the 28th.

Klarna will continually update this section over the upcoming weeks based on our shopping data.

The online shopping map.

Select a country from the list below to see where people shop the most online per capita, where people are shopping the most during the sales period (compared to an average day), and how the most popular product categories shift across regions.

The index for “Favourite Products” is calculated in relation to the national average in a particular country. It does not necessarily reflect the products that are most frequently bought overall but in comparison with other regions in that country.

The data includes Black Friday, 2022-11-25 full day.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Holiday Hacks.

The holidays are approaching fast and if you think that everyone seems a little more organized this year, you’d be right.

In 2022, budgeting and time-saving hacks are the top priority for consumers, with many saying they will be using various methods to save money wherever possible.

If you’re looking to pick up some cash-saving tips, then read on. We’ve sleighed around the world to bring you a sack full of shopping tricks and trends to make your holiday season all the merrier!

Methodology.

Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

17 countries

‘Tis the season to be … savvy

For some, gift shopping season has already started. Let’s take a look at this year’s global holiday trends.

‘Tis the season to be … shopping.

People around the world will still be buying holiday gifts this year.

83%

will be shopping for holiday gifts this year, globally. Ranging from 92% in Norway to 65% in the Netherlands.

Ready, Steady, Shop!

This year, the number of shoppers looking to strike a deal is increasing. Most folks will start holiday bargain hunting in November, taking advantage of sales like Black Friday and Cyber Monday.

83%

of Americans will start buying Christmas gifts before December.

Savvier than ever.

The majority of shoppers will try to be more cost-efficient in comparison to last year.

82%

will try harder to save money while shopping for Christmas gifts this year.

Generation thrift shift.

When it comes to saving $$$, younger generations are more concerned than older generations.

85%

of Gen Z’ers, and 86% of Millennials will try harder to save money.

Seasonal savings.

Thankfully there are many ways to save a little cash while still bagging the perfect gift. Here’s how shoppers will get creative during the holiday shopping season.

Play the game.

Today’s shoppers are better equipped than ever to find the best prices, deals, and offers across multiple platforms.

47%

of Gen Z’ers will be using shopping apps; 42% of Millennials say the same.

Gen Z’ers & Millennials

will be using price comparison services and coupons more than others.

Embracing budgets.

Shoppers are looking to hack the holidays by prioritizing essentials and embracing sales.

6 in 10

shoppers, across all generations, will be looking to make use of smart ways to save funds while shopping (like discounts, coupons and sales).

Share the love.

Younger generations are the most likely to zone in on sustainable gifting practices and recirculate pre-loved products.

That’s a wrap!

Opening gifts will always excite our inner child, no matter how old we are IRL. And how the gift is wrapped is all part of the fun — the more creative the better!

34%

of Gen Z’ers will be using creative gift-wrapping techniques.

Advent calendars.

We’ve come a long way since advent calendars were just about the illustrations. Today, these daily delights not only add extra excitement to the holiday season, but they can be a great cost-effective way to try out new products, too.

Counting down the days.

There are few things as nostalgic as extending the holiday magic with a little daily surprise.

61%

will be looking to buy an advent calendar for the holidays, either for themselves or for someone else.

Younger generations buy them for themselves.

Noone treats themselves to advent calendars like Gen Z’ers.

54%

of Gen Z’ers will be buying an advent calendar for themselves, more than any other generation.

Sneaky samples.

There’s a whole advent world beyond the classic chocolate surprise. Why not take the opportunity to try out a range of new products for a fraction of the price?

60%

think advent calendars add excitement to the holidays.

29%

think they’re a great way to try new products.

Candy reigns supreme.

Of course, chocolate and candy are still the most popular advent calendar fillings, but beauty products and children and pet toys aren’t far behind.

Secret Santa.

We’re constantly looking to level up the festive fun and Secret Santa always delivers. With family, friends, or even colleagues, it’s a great way to give gifts, particularly when on a budget.

Shhh…

Almost half of the people we spoke to want to be someone’s secret Santa this year.

24%

will participate in Secret Santa this year, while…

23%

…want to.

Gen Z’ers & Millennials <3 Secret Santa.

The younger you are, the bigger your love for Secret Santa.

37%

of Gen Z’ers will be in a Secret Santa group this year, as will…

33%

of Millennials.

Gen X’ers and Baby Boomers

want to be part of the fun but are less likely to have a group confirmed.

Budget is the aim of the game.

Most groups take their Secret Santa budget seriously. Whether you’re spending $5 or $50, defining your budget is a key part of an equal and happy Secret Santa soiree.

The joy of giving.

Most people agree that watching their Secret Santa gift being opened is the most fulfilling part of the game — more so than opening their own gift!

44%

of people globally are excited to watch the gift they bought being opened, while only 11% enjoy guessing the identity of their Secret Santa.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Festive Fashion 🎅🥂

From Christmas sweaters and sparkly stockings to cozy PJs and duvet suits, nothing quite says indulgent dressing like the holiday season. But what looks are the most popular?

In this report, we take a deep dive into global attitudes toward festive fashion. We want to know who’s wearing what and, most importantly, in which countries we can find our fellow ugly Christmas sweater enthusiasts.

Let’s go!

Methodology.

Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

18-65 years old

Fix up, look sharp.

While of course, the holiday season is about spending time with loved ones, there’s nothing wrong with putting a little effort into your look. It’s your time to shine. ✨

Festive flex.

1 in 4 people worldwide will be leveling up their look over the holidays this year.

26%

will be shopping for new wardrobe treats.

The Irish (44%)

are four times as likely to update their holiday aesthetic than the Finns (11%).

Younger generations are the most likely to splash out on new garms.

According to our findings, age has a more substantial impact than gender when shopping for new holiday garms.

Gen Z’ers (44%)

are more than four times as likely to shop for new clothing than Baby Boomers (9%).

Vibe check.

Cozy, smart, or casual? What vibe are you most likely to go for?

Here’s what we found:

Festive fashion is most likely to be worn by:
UK, Germany, Austria, Portugal, Italy, Sweden, Norway

These nations prefer to keep it casual:
US, Canada, Ireland, and Australia

And these guys go for something in between with smart casual:
Netherlands, Belgium, France, Poland, Spain, Finland.

Material Matters 🧵

When it comes to festive fabrics, quality is key. But what materials do certain countries covert?

Although you might expect plush, luxurious fabrics like cashmere, silk, and velvet to be the top choice for Christmas fits, we found that:

Cotton

is the most popular fabric with 16 out of 18 countries putting it first.

Wool

Is the top choice for Italy and Finland.

Mesh

Is the least popular fabric choice — unless you’re Italian, where 39% of shoppers will be hoping to level up their look with a little meshwear.

Head-to-toe.

At 37% festive garments are the most popular items to buy, shortly followed by shoes and casual wear.

37%

festive garments are the most popular items to buy, shortly followed by shoes and casual wear.

Ugly Christmas Sweaters.

Whether you love them or absolutely despise them, nothing says festive fashion quite like ugly Christmas sweaters. But what makes an ugly Christmas sweater ugly? Generally speaking, it just means the gaudier the embellishments the better — knitwear covered in tinsel, candy canes, Santas, elves, presents, and sometimes even fairy lights.

It’s a love-hate thing.

7 out of 17 countries — the US, Canada, Australia, the UK, Ireland, the Netherlands, and Belgium — are in favor of Ugly Christmas Sweaters, but no one loves them as much as the Irish.

47%

are in favor of Ugly Christmas Sweaters on a global average, ranging from 58% in Ireland to 34% in Finland.

The beauty of youth.

Perhaps unsurprisingly, the younger you are the likelier it is that you’re pro ugly sweaters.

68%

of Gen Z’ers love Ugly Christmas Sweaters…

22%

…while far fewer Baby Boomers say the same.

Things are about to get ugly. 🎄

Winning the Ugly Christmas Sweater competition might be significantly harder than it was last year.

+17%

Make space! The size of this year’s global Ugly Christmas Sweater party is set to increase by 17% compared to last year.

Christmas Day celebrations <3 Ugly Christmas Sweaters.

It makes sense that the majority of ugly sweater lovers would choose to wear theirs on Christmas day (86% globally)… right?

94%

the Portuguese fans are most in favor of wearing one on Christmas day…

67%

…while in Norway every third person (who are positive to them in general) said they wouldn’t wear one on the big day.

For the bad-taste brigade, Christmas day is a time for tacky solidarity 🕊️

Even though the younger generations have a more widespread fanbase, there is clear generational alignment among those that embrace the peak festive fashion piece. If you like them, you can also wear them on Christmas Day. And that is OK. Its ugly, but its OK.

+80%

there are apparently few things that unite generations as much as their love for Ugly Christmas Sweaters.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Hit the Slopes 🏂

Are you ready to hit the slopes this winter? 

For many, the winter months are not for hibernating but for thrill-seeking. And what says that more than skiing down the side of a mountain? But do some nations make more of the snow than others? 

In this report, we explore global attitudes and habits toward winter activities. Do people rate skiing over snowboarding? How do folks choose to unwind after a long day of sliding on ice? And what do they wear? Join us as we take a closer look at the key trends this year and how you, too, can look swish on the slopes. 

Let’s go! 🚡

Methodology.

Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

17 countries

Winter Activities.

Whether it be on ice or snow, there are plenty of opportunities for some full-on al fresco fun.

Who loves the slopes the most?

The majority of people we spoke to in each country have tried some sort of winter activity. But there are majorities, and then there are the Nordics…

72%

of people globally have tried some form of winter activity… but at 95%, nowhere beats Norway.

The ski-off ⛷️

Skiing and ice skating are the most frequently tried activities across all countries. But whether skiing is done on slopes or cross-country differs.

47%

have tried skiing downhill, while 38% have tried cross-country. Unsurprisingly, the Finns favor cross-country skiing the most at 81%, followed by Norway at 76%.

43%

have tried ice skating, while only 16% have tried ice hockey or a similar team sport on ice.

Crossing off the ice bucket list.

Snowboarding, sledding, and paragliding are the winter activities that most would like to try.

83%

would like to try a totally new winter activity this year.

Skis vs. Boards.

Going down the slopes on skis rather than a snowboard is preferred in 16 out of 17 countries.

1 out of 17

Portugal is the only country in which those that have tried both downhill skiing and snowboarding prefer the latter.

Slope style 🎿

Hitting the slopes doesn’t mean sacrificing your style. But how seriously do people take winter sports fashion? We find out whether people prefer to splash the cash on fancy ski suits or whether they couldn’t care less.

Winter ’fits.

The majority wouldn’t be caught on the slopes, or at the after-ski, wearing something that is completely out of style.

63%

believe that winter fashion has importance. 36% mostly want to avoid outdated outfits while 27% believe it is very important that their winter sports outfit is fashionable.

Goggle vision.

Whether you’re rocking moon boots or uggs, ski goggles or sunglasses, what you wear is important, no matter how fast you’re speeding down the slopes. But which items do people covet the most?

Keeping toasty

is the top priority, as you might expect. Ski jackets and gloves are tied first at 52%, followed by a beanie hat at 48%.

41%

think that ski goggles are among the most important winter sport fashion items, and 40% say the same about sunglasses.

Who are you wearing?

Only a few are indifferent to the brands they wear.

93%

of winter fashionistas think that the label and brand matter. Most importantly, the brand needs to be known for the quality of its winter clothing (70%).

Break the bank.

How much do people spend on their winter sports outfits?

80%

will cap their spending at $500.

Sharing is caring (and more sustainable).

Many who care about their winter sports looks don’t mind renting the equipment they need, or buying pre-loved items.

32%

rent items.

43%

buy pre-loved items.

In the Spotlight.

We’ve already established that ski outfits are a fashion statement, and even though the majority of people we spoke to would prefer to blend in there are some that would rather stand out.

Blending in

Nordic countries are the most eager to blend in. 71% of Swedes, 72% of Norwegians, and 82% of Finns prefer their outfits to be modest.

Standing out

56% of Italians would rather stand out, closely followed by Spaniards (55%), Poles (54%), Aussies (53%), and Canadians (52%).

Shades of the season.

Color palette is an integral part of any outfit and winter sports fashion is no different. Most people opt for reliable classic colors like blue (40%) or black (50%) but there are some who like it loud…

15%

of the Irish down to wear a hot pink ski suit.

26%

of Poles are up for wearing something multi-colored.

1 in 4

are all for camo aka all white.

Fashion with a function.

The vast majority believe that ski helmets can be both fashionable and functional. Safety first!

77%

think that ski helmets can be both fashionable and functional.

Under the influence.

83% look for winter sports fashion advice on social media. Instagram is #1 at 73%, followed by Facebook at 69% and YouTube at 58%.

Winter relaxation.

How do you like to unwind after a long day on the slopes? Ice bath? Sauna? A movie or a book? Or do you head straight to the bar?

Most popular ways to relax after winter activities.

They say that ice baths are great for recovery but before jumping into the cold tub, know that there are other (often warmer) alternatives.

48%

say that having a drink and watching a movie or TV is the best way to relax.

Take the plunge!

Noone loves ice bathing like the Finns!

42%

of Finns have tried ice bathing.

Generation dare.

Younger generations are far more likely to try ice bathing.

42%

of Gen Z’ers have tried ice bathing.

Channel your inner Wim Hof.

Yes, there are health benefits to getting in an ice bath — it’s not just because it sounds impressive.

54%

better blood circulation is a key benefit for ice bathers.

37%

think it reduces stress.

36%

say it increases immunity.

26%

believe increased willpower is one of the main benefits.

Finns like it hot.

It is a national treasure after all.

96%

of Finns enjoy the Sauna.

I take my sauna with a side of …

Hot bath? Ice bath? Opinions differ when it comes to whether to take a hot or cold bath — or whether to bathe at all — while using the sauna.

43%

of Finns don’t bathe at all when using the Sauna. And as the world’s most enthusiastic sauna users, we consider this a pro tip!

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

🎄 Festive Film Fest 🍿

Popcorn at the ready, folks. The holiday season has started and it’s officially binge-watch o’clock. Yes, we’re talking about movies — the more festive and wholesome the better. Because nothing quite says ’tis the season to be cozy like wrapping yourself up on the sofa and absorbing all the cinematic feels.

But does everyone feel the same way? And what is the most festive film of them all? This report goes around the globe to give us an answer once and for all.

Enjoy!

Methodology.

Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

17 countries

Holiday movies.

If you didn’t watch a holiday movie, did the holidays even happen?

Who doesn’t love a good festive film?

’Tis the season to get cozy and watch a good seasonal movie, says basically everyone.

74%

watch holiday-themed movies, ranging from 85% in Portugal to 63% in the UK.

The love is real.

The majority of people we spoke to love a good festive film, but the younger generations are the biggest fans.

84%

of Gen Z’ers watch holiday-themed movies.

What are the top reasons to watch holiday movies? Nostalgia? Tradition? Pure vibes?

It’s nostalgia. It’s tradition. And you just have to watch them to make the holiday season complete. These are the top reasons to watch holiday movies.

52%

are here for the nostalgia feels.

52%

say holiday movies are a seasonal must.

How soon is too soon…

to start watching holiday movies?

Believe it or not

4 out of 10 people start watching holiday movies before December. But Australians start the earliest. 26% say they begin watching holiday-themed movies before November. And 13% of them admit it’s their guilty pleasure to watch them all year round. 🤯

The greatest Holiday movie of all time is…

Let’s put this argument to bed. And no, it’s not ‘Die Hard.’ Sorry.

1. ‘Home Alone’ (1990) – 55%

2. ‘Love Actually’ (2003) – 23%

3. ‘The Grinch’ (2018) – 20%

United we stand, divided we binge.

So, we’ve found that ‘Home Alone’ (1990) is the number one holiday movie of all time. But when it comes to movies such as ‘The Holiday’ (2006) and ‘Die Hard’ (1995), there are clear differences.

Guess we’ll just have to watch them all!

The Holiday (2006)

is twice as popular among women (24%) than among men (13%).

Die Hard (1995)

is twice as popular among men (24%) than women (10%).

Baby Boomers

prefer ‘Die Hard’ (1995) and ‘Trading Places’ (1983) more than most younger generations.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

🎄Deck the Halls 🎄

Christmas — a time of year to spend with loved ones, eating, gifting, and covering your home in copious amounts of glitter. Or…maybe not?

In this report, we explore festive decoration trends on a global scale. We want to know who’s maximalist, who’s minimalist, and who’s not into it at all. But most of all, we wanted to know what the ultimate Christmas tree looks like around the world. And we found out.

Join us as we deck the halls with … everything in sight.

Methodology.

Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

17 countries

’Tis the Season to Get Gaudy.

Trees, tinsel, garlands, baubles, candles … the more the merrier

Welcome to Tinsel Town.

Population: Everyone!

Most people (86%)

we spoke to will be decorating their homes for Christmas.

93%

will be decorating their home for Christmas in Ireland and Norway.

Deco Fanatics.

The holidays last longer for Americans, Aussies, and Canadians, who tend to kick off their decoration game earlier than the other countries we spoke to. In these 3 countries, the majority (50%+) start decorating their homes before December begins.

16%

of Americans get going in September or October. And 3% of them don’t take them down at all — they keep some up all year round as a guilty pleasure.

Holiday Decoration Budgets.

36%

already own everything they need.

3 out of 4

cap their spending at $50.

Turn the Lights Off.

40% will decorate their homes as they always do, but many (60%) will tweak their deco game a little this year.

25%

plan to increase the number of non-electronic Christmas decorations in their home.

27%

won’t be decorating the outside of their house with lights.

28%

will use fewer electronic Christmas decorations.

🎄The Deco MVP.

Christmas trees are the undisputed #1 decoration — nothing else comes close.

88%

have Christmas trees among their top favorite holiday decorations.

Tree Trends.

Real or fake? Traditional or unique? Let’s find out how Christmas trees are decorated across the world.

Real vs. Fake.

Artificial Christmas trees will be found in the majority of homes. But not in Austria and Germany.

59%

of homes, on a global average, will have an artificial tree. Meanwhile, 59% of Austrian and 47% of German homes will have a real Christmas tree.

A Greener Christmas ♻️

Eco-friendly, recycled trees are favored among those that opt for an artificial Christmas tree.

78%

of Austrian homes and 77% of German homes with an artificial tree have chosen one that is eco-friendly or recycled.

The Style Off.

When it comes to decorating Christmas trees, most people go for a traditional aesthetic over something unique.

83%

will go for a traditional Christmas tree decoration style.

Go All Out.

Maximalist, minimalist, or monochrome? Which deco style wins?

Maximalist

is the most popular description at 33%, with…

minimalists and personal (inherited items) coming in joint second at 22%.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Santa Paws 🐾

Christmas is almost here and everyone’s feeling sparkly. It would be rude to leave our pets out of the festive fun, don’t you agree?

In this report, we take a look at what’s in store for our furry friends this season. Will they be getting gifts? Special snacks? A little festive ’fit?

Let’s find out what pet owners around the world are planning this year.

Methodology.

Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

17 countries

Presents for pets.

Yes, your pet’s opening technique might differ from humans a tad, what with having paws and all, but that just makes it all the cuter.

The majority of pet owners will be including their furry friends.

63%

of pet owners will buy a holiday gift for their four-legged companion.

Gen Z’ers are the most generous humans.

The younger the human, the likelier the animal is to receive a holiday gift.

76%

of Gen Z’ers will buy a holiday gift for their pet.

But what to buy?

There is a very high likelihood that pets will be gifted food or toys. And it would seem that the older the human is, the more consumable the gift will be.

Food (or candy)

is the most popular gift (61%), followed by pet toys (58%).

Lucky puppy.

While the majority of pets will be getting gifts, some owners are way more indulgent than others.

5x

Gen Z’ers (52%) are five times as likely to buy advent calendars for their pets than Baby Boomers (12%).

Festive ’fits.

The four-legged edition.

Dressed for (social media) success.

Sure, gifts are fun, but is anything cuter than a selfie with your very own Santa paws?

24%

will dress up their pet for Christmas.

Bandanas, cooling vests, and raincoats.

Who said versatile wardrobes were just for humans?

41%

sweaters are the most common clothing items found in pet closets across the world.

Cats vs dogs.

Ever wondered where the most well-behaved cats and dogs live? Or what country has the highest share of cat and dog people? Well, we have the 411.

Cat people vs dog people.

At 45%, we found that the majority of people would consider themself a dog person. Cat people aren’t far behind at 30%, while 25% prefer not to categorize themselves as either.

Ireland

has the most dog people (59%), while…

Austria

has the most cat people (35%).

Cats are the OG influencers.

It has been said that cats own the internet. And our research shows that Gen Z’ers — aka the digital natives — are the most likely generation to consider themselves cat people. Coincidence?

Gen Z’ers

are more likely to be cat persons than older generations (34%).

Baby Boomers

are the most indifferent to the categorization (30%).

Who’s a good boy (or girl)?

Where do the world’s most well-behaved cats and dogs live?

As it turns out, most people feel like their pets could be better trained. We gave people a scale of 1-5 to mark their pet’s behavior and found that:

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

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3, 2, 1 … Happy New Year!

New Year, New You…

… or maybe not. 

It’s hard to believe but we’re almost at that time of year again, the time to start reflecting on the last 12 months and how we want the next 12 to look. Will we be healthier? Happier? Richer? All of the above? Or shall we try and be a little more realistic this time around?

In this report, we’ve gone around the world to discover what attitudes — and outfits — people are bringing to NYE this year.

Cheers! 🥂

Methodology.

Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

17 countries

Fix up, look sharp.

For many of us, dressing up for New Year’s Eve is all part of the fun!

The place to be.

Most people will be celebrating New Year’s eve in their own homes, or in the homes of their loved ones. Only 12% will be celebrating elsewhere.

83%

will celebrate New Year’s eve at home, at a friend’s or family member’s place.

Younger generations are likely to make more effort to dress up for New Year’s Eve.

65%

of Gen Z’ers will dress up for New Year’s eve…

19%

…while far fewer Baby Boomers say the same.

Comfy clothing reigns supreme for those not dressing up.

49%

of those that won’t dress up will go for comfy clothing on New Year’s eve.

Wearing red underwear for luck and good fortune.

In some cultures, it’s thought that wearing red underwear on NYE is a good luck charm. And if this colorful choice may turn the tide, why not give it a whirl?

Italians

are most likely to wear red underwear for luck (35%).

The Portuguese

are the most open to trying if it would bring them good luck and fortune (35%).

Party ’fits.

Let’s start the year in style!

Dressed to impress.

Formal clothing? Costume party? Or will you be a human glitter ball in head-to-toe sequins? What’s the NYE vibe this year?

52%

party clothing is the most popular choice.

16%

want to wear a costume for a themed event.

Stepping into 2023…

In flats? In heels?

It’s official: platforms and sky-high heels are out (4%).

Sneakers are the most popular choice (23%).

Otherwise, the jury is out. Medium heels, low heels, flats, cozy shoes, and barefoot all got similar responses. So, it’s an anything goes kinda situation.

Bring the shade.

A night that sparkles with every color in the rainbow.

21%

pink is about twice as popular in Australia as anywhere else.

New Year’s Resolutions.

Let’s raise a toast to good intentions.

“My New Year’s resolutions are..”

…absolutely, positively, definitely going to work this time…

67%

of Gen Z’ers will make New Year’s resolutions…

32%

…while less than half as many Baby Boomers will do the same.

Most popular New Year’s resolutions.

Most people are hoping for financial and physical wellness this year, but introducing new skills and pastimes is also high on the global to-do list.

Getting healthier

is the most popular New Year’s resolution (45%), shortly followed by saving more money (43%) and exercising more (43%).

Would you rather be healthier or financially better off?

What’s your top priority right now?

68%

would prefer physical health over financial.

Younger generations

are slightly more likely to prioritize financial health.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.