Author: Joel Hedin

Welcome to Klarna’s Shopping Pulse!

3 years after the pandemic, an event that accelerated the digital transformation with unprecedented pace, shoppers continue to turn online, having formed new habits that persisted beyond restrictions and lockdowns. Many retailers have pivoted to evolve their online presence to meet new shopper expectations. But does this mean physical stores are irrelevant? Not at all. Our research shows physical stores still play an essential role for shoppers. That said, many people anticipate they will shop online even more often in the future.

In this report, you’ll find a pulse check on shopping habits worldwide.

Happy exploring!

Methodology.

Insights from Klarna’s consumer research, conducted in cooperation with Nepa across 17 countries (the US, UK, Ireland, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain). The research is conducted quarterly and always includes a minimum of 1,000 respondents in each country. In total, 21,770 consumers participated during Q4 2022 (October-December). The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency, Nepa.

17 countries

21,770 consumers

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.

Digital transformation in retail.

Online shopping has accelerated with unprecedented pace over the past couple of years. And there are no signs of the digital transformation slowing down. Shoppers’ preferences for online shopping continue to increase despite restrictions lifting in physical stores worldwide.

Online shopping continues to rise.

Shoppers globally are growing increasingly fond of online shopping. Not surprisingly, many retailers stepped up their digital offerings during the pandemic and have continued to make their virtual offering more appealing. Younger generations prefer the online shopping experience while their older peers are trending in the same direction as they grow increasingly tech-savvy.

The chart illustrates consumers’ mindset regarding the extent they prefer to shop online and in physical stores.

Online shopping

is preferred over physical stores by the majority in the US, UK, Germany, Sweden, Italy, and Poland.

Rapid growth

All countries covered in this report have increased their online shopping preference, both since the tracking started and compared to the past quarter.

Where shoppers would do most of their shopping if they could choose freely.

The charts below show how shoppers in each country would choose to split their shopping between online and in-store. The remaining population has a neutral preference.

Where shoppers are currently shopping.

Physical stores are still the norm and consumers still visit them more frequently despite the growing preference for online shopping.

While some retail categories are shopped more often online, physical stores still see certain product types are bought more often in person. The biggest differences are found across some of the most commonly bought categories, indicating an opportunity for disruption, as online shopping’s main drivers are convenience and the ability to save time.

The charts below show the percentage of shoppers in each market who have shopped online and in physical stores respectively at least once a week – and what categories have been shopped on a monthly average.

Traditional offline categories ripe for disruption.

Online shopping means people can access offers from all over the world, regardless of whether they are in a major city or the countryside. Still, some products appear more available than others.

The chart illustrates consumers’ mindset with regards to the extent they prefer to shop online and in physical stores.

Groceries

is the most preferred category to shop in physical stores across all countries and has its highest online shopping preference in the US.

Digital disruption

Groceries, Pharmaceutical products, and Home & Garden, which are the most preferred categories to shop in physical stores, have had the biggest increase in online shopping preference over the past 2 years.

Attitudes towards online and physical stores.

Shoppers’ choice heavily depends on whether they are looking to save time and money—or whether they are looking for better social interaction and customer service.

Younger generations think they get better social interaction online to a higher extent. This correlates with being more likely to purchase items seen on social media and attend live shopping events.

Saving time & money

are the 2 main perceived benefits of online shopping.

Better social interaction & service

are the 2 main perceived benefits of in-store shopping.

Technology investments are a must.

Today’s shoppers are looking for innovative solutions that give them a better shopping experience. These are the main focus areas for online and physical stores, according to shoppers themselves.

Frictionless payments

is the most wanted improvement across all countries—both online and in-store.

Personalized service and product recommendations

are next on the wishlist, followed by a seamless transition between online and physical stores.

Virtual and augmented reality (VR/AR)

is more anticipated for online shopping than in-store.

Online shopping habits.

Online shopping has evolved into an integral part of retail; it has become a natural part of the everyday life of consumers. Data from Klarna shows when and where shoppers all over the world shop and how their favorite products shift across regions.

The online shopping map.

Select a country in the list below to see where people shop the most online per capita, where online shopping is growing the fastest, and how the most commonly bought products shift across regions. The data is from January 1 – December 31, 2022.

The index for “Favorite Products” is calculated in relation to the national average, and does not necessarily reflect the products that are most often bought overall—but most often in comparison with other regions in the same country.

An average online shopping day.

The most prominent perk of shopping online is how it can be done any time, from any corner of the world. It can be both a time saver and a convenient way of getting access to products not in stock in your local physical store. Most online purchases take place late in the evening, often in the comfort of shoppers’ own homes.

The chart below illustrates how purchases are distributed during an average day. The data is from January 1 – December 31, 2022.

Mornings

are the most popular time to buy for older generations. It’s also the peak hours for desktop computers.

Evenings

are the most popular time to shop online in most countries. And this is when mobile shopping increases the most.

Night time

is when the share of mobile phones increases further and consumers, to a higher extent, opt for payment methods that don’t require them to type in physical card credentials.

An average online shopping week.

While the way shoppers distribute purchases during the day is universal, the most common day to shop varies much more clearly across countries.

The chart below illustrates how purchases are distributed during an average week. The data is from January 1 – December 31, 2022.

The pandemic outbreak

immediately caused a shift in consumption patterns all over the world, temporarily making the share of purchases during weekdays. This effect was short lived, and shopping patterns soon returned to normal with most purchases taking place late evenings.

Fri-yay!

The most preferred day to shop in the US is Friday.

Evolving payment preferences.

Payments are a fundamental part of the shopping experience that continues to evolve with emerging preferences driven by technological innovation.

The rise of Buy Now, Pay Later.

Shoppers all over the world are turning to Buy Now, Pay Later to an increasingly higher extent. In fact, there is only one country featured in this report in which shoppers prefer credit cards over Buy Now, Pay Later.

According to the consumers themselves, the main reasons for choosing Buy Now, Pay Later over credit cards are to avoid having an open line of credit and save money, since it’s 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. The only country in which most shoppers would opt for a credit card over BNPL is Italy, and it’s close.

Try before you buy.

The majority of shoppers are more positive towards online retailers that allow them to receive the goods before they pay. No physical store would require shoppers to deposit a payment before they touch, feel, and try the goods, and only reimburse their shoppers a few bank days later if they didn’t end up buying it. With that in mind, it’s not surprising that shoppers turn to retailers that bridge that gap in the online shopping experience—and enable them to turn their sitting rooms into fitting rooms.

Sustainability-minded shoppers.

A significant share of shoppers are looking for brands and retailers to act in a more sustainable way. Adhering to this calling can boost businesses from compliance to competitive advantage.

Sustainability-minded shoppers actively seek out brands and retailers that share their values.

The importance for brands and retailers to act in an environmentally sustainable way is deemed as important across generations. Younger generations more often take the environmental impact of delivery options into consideration when shopping online, and seek out brands that are ethical and sustainable to a higher extent.

1 in 3

consider it important that brands act in an environmentally sustainable way.

1 in 5

actively seek out brands that are ethical and sustainable.

Top priorities.

The majority of shoppers that take environmental impact into consideration are looking for information that helps guide their purchase decision, including both environmental and social impact of the business.

>70%

want retailers to promote fair labor conditions, use recycled or sustainable material in production, and actively combat climate change by reducing carbon emissions.

Transparency is key.

The majority of shoppers that take environmental impact into consideration are looking for information that helps guide their purchase decision. They want more information at product level, about how it was made and the potential environmental and social impacts.

56%

are looking for ways to track their carbon footprint while shopping.

Social shopping on the rise.

Social media and online live shopping events drive increased engagement, discovery, and more informed purchasing decisions—particularly among younger generations.

Digitalization of shopping.

The shopping discovery path is shaped in different patterns across countries and generations but one common unifying factor is the tendency to rely on digital channels to an increasing extent.

Followers become buyers.

On average, 37% of shoppers have purchased a product after seeing it on social media. And more than half of them did it directly from the platform.

Social channels to shopping discovery.

After discovering it on social media, purchasing a product is becoming common in all consumer groups—and especially among younger generations. These are the type of accounts that have the highest chance of inspiring shoppers.

Influencers

have a bigger impact than retailers on Gen Z, and the opposite is true for older generations.

Retailers

have a higher impact than influencers in most countries. France and the Netherlands being the only exceptions.

Brands

have the highest following on a global average.

Social media climbers.

Social media has made it easier than ever to discover new trends and items. Shoppers find both inspiration and shopping opportunities.

TikTok

is more popular than Facebook for Gen Z in almost every country.

Instagram

is together with Facebook the most popular platform for Millennials in every country, but TikTok is catching up.

Facebook

is the overall most popular platform for Gen X’ers and Baby Boomers.

Taking the shopping experience to the next level.

Shoppers are looking for innovative online shopping experiences, and are keen to engage with new types of experiences such as livestream shopping.

1 in 4

Gen Z’ers have participated in a live shopping event.

Benefits of livestream shopping.

The modern, online version of teleshopping invites shoppers to engage with their favorite influencers to get inspiration and access exclusive discounts.

Inspiration, ideas & access to exclusive discount

are the main perceived benefits on a global average. But the sentiment varies across countries, from real-time engagement in the US to access to exclusive discounts in Germany and France, and more informed purchase decisions in the Netherlands.

Innovative formats

like augmented/virtual reality appeal the most to Millennials and Gen Z’ers.

Mobile shopping online and in-store.

As smartphones and tablets continue to take screen time from computers, mobile devices are expected to play a central role in the continued digitalization of retail.

Mobile shopping on the rise.

While most shoppers still prefer traditional desktops or laptops when shopping online, the preference for mobile devices is trending upwards globally.

Increasing mobile preference

All countries that had a recorded preference below 30% in 2021 have shown a clear trend for increasing mobile preference at the expense of computers. Today, no country has a mobile shopping preference lower than 30%.

Majority of mobile shoppers

The US, Ireland, and Australia have a majority of shoppers with a higher preference for mobile devices than computers.

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.

The chart below illustrates the percentage of in-store shoppers who usually research online before shopping in physical stores.

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.

The chart below illustrates the share of in-store shoppers who say they use their smartphones to research products when shopping in physical stores.

70%

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

22%

do it often.

A year from now.

Over the past 2 decades, online shopping has pivoted from something for early adopters and enthusiasts to the preferred way to shop for people all over the world. Technological innovation will continue to marvel and excite, retailers will continue to improve their digital offering, and the digitalization of retail will continue to shape the future of shopping.

Predictions for the future.

There’s still a general belief that the majority of shopping will be done in physical stores in a year’s time—but preferences are quickly shifting.

This chart illustrates the share of shoppers believing they will make the majority of their shopping online or in physical stores respectively.

And that’s that.

Klarna’s Shopping Pulse insights are updated quarterly, so stay tuned for future updates.

Thirsty for more knowledge?

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

Welcome to Klarna’s Money Management Pulse!

Technology has changed the way people manage their everyday personal finances. Checking your account balance is no longer a chore, and payments happen in the blink of an eye without any physical cash transactions. Yet some habits remain, and preferences shift heavily across generations and the globe.

In this report, you’ll find a pulse check on money management habits in a selection of countries around the world.

Happy exploring!

Methodology.

Insights from Klarna’s consumer research, conducted in cooperation with Nepa across 17 countries (the US, UK, Ireland, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain). The research is conducted quarterly and always includes a minimum of 1,000 respondents in each country.

In total, 21,770 consumers participated during Q4 2022 (October-December). The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

17 countries

21,770 consumers

High interest in personal finances.

It’s a pattern seen across generations. However, Millennials express the highest interest—which correlates with their frequent interactions with financial services.

Millennials high interest for personal finances stands out.

The difference between Millennials and other generations is greater than the gender gap in all countries. As a matter of fact, across the 17 countries featured this report there’s only one where another generation expresses a higher interest.

Millennials

have the highest overall interest in personal finances compared to younger and older generations.

Gender

has a bigger impact than age in many countries. Men express a higher interest in personal finances than women, and the gap is highest in the US and Sweden. The only countries where women express a higher interest than men are Austria, Finland, and Norway—of which the latter two also are the countries with the highest overall interest.

Cash is no longer king.

Our increasingly digitized society also means preferences for payments in physical stores are evolving. In fact, only 2 out of the 17 countries covered in this report have a population preferring cash.

Innovation introduces new habits.

Gen Z’ers’ preference for digital devices like smartphones and smartwatches means neither hard cash or physical cards have a natural place in their pockets anymore. And with smartwatches on the rise, and biometrics on the horizon, much is likely to change in this space in the near future.

Physical cards growing old

The generation’s preference for physical cards grows bigger with age, while the preference for cash splits relatively evenly in comparison.

Digital overtaking cash

There’s a distinct generational differentiation between physical cards and digital devices like smartphones and smartwatches. Gen Z’ers have a higher preference for paying with smartphones or smartwatches than with cash in all countries.

Mobile phones > cash.

The smartphone revolution has enabled new and innovative means to pay, and digital means of payment have become preferred over cash on a global average.

13 out of 17

More people now prefer mobile phones over cash for in-store payments in the vast majority of countries featured in this report.

Contrasting payment preferences across countries.

The difference in payment preferences gets even clearer when the countries are placed next to each other in the index.

Cash remains royal in DACH

Germany and Austria stand out with a high preference for cash compared to the other countries. On the other side of the coin, consumers in Nordic countries seldom use cash and prefer physical payment cards to a much higher extent.

Cash in pocket.

How thick a shoppers’ wallet is varies across countries, and it’s clear that inflation and increased cost of living has had a significant impact on the amount of disposable cash during the past quarter—despite the fact that digital payments has continued to rise in popularity.

$149 is the average amount of cash in Germans’ wallets, the most out of any country. That’s 56% above the global average and 3 times the amount found in Swedish wallets.

Cash withdrawals.

Until alternative payment methods become universal, cash will still be relevant. And there will be a need to access funds before payment can be made.

Cash withdrawals are naturally more frequent in countries with a higher preference for cash. Still, they don’t scale with preferences—which may indicate unplanned withdrawals for consumers who would have preferred to pay otherwise.

Younger generations tend to withdraw cash more often despite preferring to pay with digital devices, indicating that availability is not meeting the demands.

3x

The average American withdraws cash more than 3 times as often as the average Swede.

Digitalization is changing the way people bank.

All over the world, well-established banks are closing down their physical banking locations as consumers increasingly interact with their funds digitally. At the same time, neo-banks are challenging incumbents with a digital-first approach for specific banking services.

Innovation introduces new habits.

The smartphone revolution puts the bank office in your pocket, accessible at all times. Everyday financial services moved from physical offices to personal computers a long time ago, and in most countries they have continued to transition from computer browsers to mobile apps.

5 out of 5

It’s more common to use a mobile app for 5 of the most frequently recurring financial services.

Mobile banking on the rise.

New and innovative mobile apps are offered by both the established banks and the challengers. Meanwhile, consumers have become increasingly tech-savvy.

Mobile and tablet

usage for financial services is generally trending upwards worldwide. This is especially true for activities such as checking one’s account balance and money transfers. Meanwhile, the usage of computer browsers is trending downwards across the world.

Digital banking around the world.

Thanks to the increased availability of innovative digital solutions, higher tech-savviness, and raised interest in personal finance—the way people bank is changing. Still, the pace at which it’s all evolving varies across demographics.

Gen Z & Millennials

are mobile first, using apps and browsers on mobile devices, while Gen X and Baby Boomers more often use computers to access banking services.

Younger generations interact with banking services at a higher frequency.

Mobile banking increases accessibility to services, enabling less financially experienced consumers to retain better control over their money.

Americans

interact with financial services more often than others, across all activities measured.

Younger generations

use financial services more often, especially for transferring money, sorting expenses into categories, and managing their savings. The youngest Americans manage their savings twice as often as their peers in the Nordic countries.

Attitudes to savings.

When it comes to saving money, differences are not as evident in the share of income saved but in what people choose to do with that money. The most significant differences are found in attitudes around investing money to grow funds with the risk of seeing them decline. Here’s how consumers all over the world go about their savings and investments.

8 out of 10 save money.

Across all countries and generations, the vast majority of consumers are consistently saving money.

81%

save money from their income in the wider global population. Gen Z’ers (89%) are the most frugal generation.

12%

is the average share of income saved. Gen Z’ers (17%) allocate money for savings to the highest extent.

Save in a bank account. Or invest.

The attitudes towards utilizing various investments to grow savings or keep money in a bank account are shared across generations. But not across countries.

Gender

has a bigger impact than age, and men invest at a higher rate than women in all countries.

Country of residence

has an even bigger impact. The difference between the share of the population saving money in bank accounts and those investing is highest in the UK, Ireland, Australia, France, the Netherlands, and Poland.

Stocks, bonds—or cryptocurrency.

There are numerous ways to invest for those willing to do so, each with its potential upsides and risks.

Stocks

are the most popular form of investment in every country except Germany, Austria, Italy, Spain, and Sweden, who instead prefer mutual funds and ETF’s.

2x

Men are twice as likely to invest in cryptocurrencies than women.

Environmentally sustainable investments are in-demand.

Growing money—while promoting planet health. The majority has considered investing in companies with an environmentally sustainable profile.

1 in 3

consumers have actively chosen to invest in environmentally sustainable companies, and as many have considered it but not yet done so. Only a minority say that they choose the investment product that will yield the highest returns, regardless if they are sustainable or not.

Saving for a rainy day—or a sunny place.

The most common reasons for saving differ across generations, and depending on where you live.

2x

Baby Boomers are more than twice as likely to be saving money for the purpose of having a buffer for unforeseen expenses compared to Gen Z’ers.

6x

Gen Z’ers are instead primarily saving to afford a house or apartment as a primary residence. They are 6 times more likely to do that compared to Baby Boomers, 3 times compared to Gen X’ers and slightly more likely than Millennials, who represent the generational tipping point between primarily focusing on building a rainy day fund and entering the housing market.

A bright future.

People across the world are optimistic about their future financial outlook—and more people believe they will be in a better place in the near future.

Most have a positive outlook.

And it’s especially the young who believe their financial situation will be improved.

And that’s that.

Klarna’s Money Management Pulse insights are updated quarterly, so stay tuned for future updates.

Thirsty for more knowledge?

Make sure to check out the other reports that are available at Klarna Insights!

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.