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.
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.
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.
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.
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.
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.
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.
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.
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.