Welcome to Klarna’s Shopping Pulse!

2 years into the pandemic, digital transformation has accelerated, and shoppers have turned online more than ever before. Many retailers have pivoted to evolve their online presence to meet new shopper expectations online. 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 13 countries (the US, UK, Ireland, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Denmark and Finland). The research is conducted quarterly and always includes a minimum of 1,000 respondents in each country. In total, 14,114 consumers participated during Q2 2022 (April-June). The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

13 countries

14,114 consumers

150m consumers

400,000 retailers

Online shopping data.
Insights from Klarna’s shopping data. Klarna serves more than 150 million consumers and 400,000 retailers.

Digital transformation in retail.

Online shopping has accelerated amid the pandemic. 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 is on the rise.

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

Online shopping

is preferred over physical stores by the majority in Sweden and the UK.

Rapid growth

the fastest increasing preference for online shopping is found in Austria, Finland and the Netherlands.

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

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

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.

Physical stores are still the norm for shoppers.

Consumers are still shopping in physical stores more frequently than they are shopping online despite the growing preference for online shopping.

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.

Some categories appear more available online than others.

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 average percentage of shoppers in each market who have shopped the category online and in physical stores respectively.

Groceries and Pharmaceuticals

are 2 of the most frequently shopped categories in physical stores. The only exception is found in Sweden, where Pharmaceutical products are bought online roughly as often as offline.

Clothing & Shoes

one of the most frequently bought categories, is shopped about as often online as in physical stores in most countries. Younger generations are more likely to have shopped this category more often online than in physical stores across almost all countries.

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 UK, with the US not far behind.

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.

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 seamless transition between online and physical stores.

Virtual and augmented reality (VR/AR)

is currently twice as anticipated for online shopping in the wider population—but US Gen Z’ers stand out by expecting investments to the same extent in physical stores.

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 – June 30, 2022.

The index for “Favourite 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 – June 30, 2022.

Mornings

are the most popular time to buy for older generations. It is 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

means that the share of mobile phones increase further and that consumers to a higher extent opt for payments methods that don’t require them to type in physical card credentials.

An average online shopping week.

While the way shoppers distribute the 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 – June 30, 2022.

The pandemic outbreak

immediately caused a shift in consumption patterns all over the world, increasing the share of purchases during weekdays. This effect lasted only a couple of weeks and soon returned to normal.

Sundays

are the preferred days to shop in the Nordics and DACH.

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 are only two countries 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.

11 out of 13

the preference for Buy Now, Pay Later is higher than credit cards in eleven out of thirteen countries. The only countries in which most shoppers would opt for a credit card over BNPL are Denmark and France.

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 4

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 help 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.

57%

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 path to shopping begins in similar patterns according to countries and generations, with search engines (e.g., Google) being the channel of choice for product search. Consumers tend to visit online stores a second time to research their products.

Followers become buyers.

On average, 33% of shoppers have purchased a product after seeing it on social media. And about 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.

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 biggest following in all countries.

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 every country.

Instagram

is together with Facebook the most popular platform for Millennials in every country, except for Finland, where Youtube has the most impact.

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.

2x

US shoppers participate the most in livestream shopping events. It’s about twice as common that they have attended an event compared to the global average.

1 in 3

Gen Z’ers and Millennials have participated in a live shopping event in the US.

Benefits of livestream shopping.

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

Inspiration

is the main perceived benefit 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 rising in the countries with the lowest preference at the beginning of the year.

Increasing mobile preference

all countries that have had a recorded preference below 30% in 2021 have shown a clear trend for increasing mobile preference at the expense of computers. France is the only country that currently has a mobile shopping preference lower than 30%.

Majority of mobile shoppers

the US is the only country where the majority of shoppers have a higher preference for mobile devices than computers.

The in-store shopping journey begins online.

Online research, also called “webrooming,” plays an important role throughout the in-store shopping journey. The majority of modern day trips to the mall start online.

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

Online pre-search

is most prevalent for Clothing & Shoes, and Electronics.

Electronics

stands out as the category researched by at least 8 out of 10 shoppers, across all generations.

Online research is part of the in-store shopping experience.

Smartphones have become ubiquitous for shoppers while they’re in a store. Similar to online, in-store shoppers are also making comparisons for competitive prices and offers, and checking product reviews and testimonials to make sure they’ve 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.

The most frequent in-store researchers

are found in Australia, Sweden and the US.

Young shoppers

are using their phone in-store more often. Finland is the most prominent example, where this behavior is found with 92% of Gen Z’ers while only 42% of Baby Boomers do the same.

A year from now.

Over the past 2 decades, online shopping has pivoted from something for early adopters and enthusiasts into 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 will 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 13 countries (the US, UK, Ireland, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland and Denmark). The research is conducted quarterly and always includes a minimum of 1,000 respondents in each country.

In total, more than 14,114 consumers participated during Q2 2022 (April-June). The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

13 countries

14,114 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 providers.

Gender has a bigger impact than age.

Although interest in personal finances is consistent across generations, men are generally more interested in personal finance.

Millennials

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

Gender

has a bigger impact than age. Men express a higher interest in personal finances than women, and the gap is highest in the US, UK, Austria 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 13 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 generations preference for physical cards grows bigger with age, while the preference for cash splits relatively evenly in comparison.

Digital overtaking cash

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

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. The US stands out as the country with the highest amount of cash in shoppers’ wallets as opposed to Nordic countries such as Sweden and Norway.

$94

is the average amount of cash in Americans’ wallets, the most out of any country. That’s $35 more than the average amount of cash found in Swedish wallets ($59), who have the least cash in their 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 almost 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.

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 is 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 and Brits

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 and Australians manage their savings about twice as often as their peers in the Nordic countries.

Attitudes to savings.

When it comes to saving money, the differences are not as evident in the share of income saved as it is in the way that people choose to do with that money. The most significant differences are found in the attitudes around investing money to grow funds or potentially risk losing one’s funds.

8 out of 10 save money.

Across all countries and generations, consumers consistently are saving money. 

82%

saves money from their income in the wider global population. Gen Z’ers (90%) 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 attitude towards utilizing various investments to grow savings or keep money in a bank account is 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, Australia, the Netherlands, and France. (It’s lowest in Sweden and Finland.)

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, 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 27% 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.

7x

Gen Z’ers are instead primarily saving to afford a house or apartment as primary residence. They are 7 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 is 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!

Loyalty cards.

Plastic loyalty cards. Most of us have a whole bunch of them stacked in our wallets or lying around at home and have most definitely been offered to sign up to many more. They promise us discounts, cashback and rewards for being loyal customers when shopping in-store. But there are only so many loyalty cards you can fit into one wallet. How can brands convince consumers to sign up to yet another loyalty program? How is shoppers’ behaviour with respect to loyalty cards changing in the face of the rising popularity of mobile payments?

In this report, we deep dive into the attitudes towards loyalty cards across 19 markets, with responses from 20,000 consumers across the world.

Happy exploring!

Methodology.

Klarna research occurred in May 2022, in cooperation with Dynata and across 19 countries (US, Canada, UK, Ireland, Australia, New Zealand, Germany, Austria, Poland, Netherlands, Belgium, France, Sweden, Norway, Finland, Denmark, Italy, Spain, and Portugal). The survey includes a minimum of 1,000 respondents in each country. In total, 20,413 consumers ages 18 to 75 participated.

19 countries

20,413 consumers

Are there more loyalty cards or wallets in the world?

The retail version of the “doors or wheels” brain teaser could be “loyalty cards or wallets”. If you check the homes and pockets of shoppers across the world, will you find more loyalty cards or wallets?

The majority has more than one.

Many retailers offer incentives and benefits to retain loyal customers and it’s clear they are very popular. While very few shoppers are not tempted by discounts and rewards from their favorite retailers, the vast majority has more than one.

84%

have at least one loyalty card.

68%

have more than one.

Most loyalty card holders use it at least one once a week.

Whether you’re shopping for groceries and everyday essentials, making a dream purchase or have found yourself at the checkout with an impulse buy, reward programs appear to work well as an incentive for using loyalty cards. After all, every penny spent counts towards a return. 2 out of 3 are using a loyalty card on a weekly basis, while 9 out of 10 are using them once a month. An estimate based on the frequency of usage shows that the average shopper uses a loyalty card around 108 times each year.

Overwhelming amounts of physical cards.

Today, despite a massive shift towards digital payments, you are still very likely to find a plastic loyalty card in most shoppers’ wallets. But you are equally as likely to find a shopper who has left one or more of their cards at home, or rejected the idea of signing up to another loyalty program altogether, unwilling to carry another card with them while out shopping.

The wide availability of loyalty programs is overwhelming for shoppers.

Ever been out shopping and been asked to join another reward program? You are not alone. We’ve all been there, stood at the checkout weighing up whether it’s worth signing up to another loyalty program. Is the opportunity to save money great enough? Is it worth having to carry another card with me? With the majority of retailers offering a loyalty program these days, consumers are feeling overwhelmed. This sentiment is felt most strongly by younger generations, while the Baby Boomers are the most open to joining new and a broader number of programs.

Many loyalty cards are left behind by shoppers.

Despite the benefits of discounts, rewards and cash back loyalty programs, the majority of shoppers are not bringing all their loyalty cards with them when they go shopping – which means that they risk losing out on the benefits if caught without their card at the checkout.

52%

52% of shoppers don’t carry all their loyalty cards with them.

Gen Z

are the most likely to leave their physical cards at home, and less than a third (31%) have all their loyalty cards available when they go shopping.

The vast majority of shoppers have rejected a new loyalty card.

There are no downsides to signing up for a loyalty card… or are there? Despite loyalty cards being offered to shoppers for free, with the intention to save users money, consumers still reject signing up to new loyalty programs. Why? For the majority, it comes down to how attractive the reward program is, although nearly one-third have also avoided a loyalty program simply because they didn’t want to add another card to their wallet. What’s clear is for retailers to onboard new loyalty members, the kickback needs to outweigh the hassle of signing-up and committing to another card.

74%

of shoppers have rejected a loyalty card. Gen Z’ers (81%) are the most likely to have done so, while Baby Boomers (55%) are the least.

33%

say it is because they don’t want another card to carry with them – or any plastic cards at all.

Missing out on the benefits.

Have you ever reached the checkout to discover you left your loyalty card at home so can’t collect the reward points? Or that you previously declined one in the same checkout because you didn’t want to carry another plastic card? You are not alone with this either, and you are once again more likely a member of the younger generations.

Is the future of loyalty cards digital?

The shift towards digital has never been faster. Today shoppers are in search of more efficient solutions that help them save time and money when shopping. With smart ways to pay on your phone, loyalty cards will follow a similar transition.

Shoppers are positive towards replacing their plastic cards with a mobile app.

Unsurprisingly, given that shoppers express feeling overwhelmed by the amount of loyalty programs available and as a result, the number of plastic cards they need to carry with them, an overwhelming majority are positive towards carrying them digitally.

73% of shoppers globally are positive about replacing their plastic cards with an app that stores all of their loyalty and rewards programs digitally. While this trend is reflective across demographics, the sentiment is the strongest among the younger generations, with 81% of Gen Z’ers and 82% of Millennials look forward to a future in which they never miss out on potential benefits in the checkout when shopping at their favorite stores – assuming they wouldn’t leave their smartphones at home.

And that’s that.

Thirsty for more knowledge?

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

Dream Deals.

Dreams take many forms. There are the ones when people shut their eyes and nod off to sleep—whether for a brief snooze or a restful evening—and there’s the more aspirational sort. Some dreams see a person take flight and soar high above the earth, and some involve purchasing or acquiring a desired object. 

While Klarna hasn’t yet figured out how to make that dream of you shooting laser beams from your eyes a reality (don’t worry, we’ll get engineers on it!), we are laser-focused on helping shoppers score the dream item they’ve always wanted. 

After all, one in two shoppers has an item they consider their “dream purchase,” which is why Klarna has announced the launch of Dream Deal Days, a three-day event offering consumers exclusive deals and exciting product drops with some of the world’s biggest retail brands. 

To better understand what shoppers dream about (from the literal to the figurative), we’ve created the Dream Deals Report, exploring shoppers’ dreaming habits and patterns, and their dream purchases and shopping desires.

Methodology.

Klarna research occurred in May 2022, in cooperation with Dynata and across 19 countries (US, Canada, UK, Ireland, Australia, New Zealand, Germany, Austria, Poland, Netherlands, Belgium, France, Sweden, Norway, Finland, Denmark, Italy, Spain, and Portugal). The survey includes a minimum of 1,000 respondents in each country. In total, 20,413 consumers ages 18 to 75 participated.

19 countries

20,413 consumers

Dreams.

First, the literal. With nearly 8 billion people in the world, there is a whole universe of imagination created by our subconscious every day.

This chapter explores people’s actual dreaming habits and patterns, looking at how often people dream, the types of dreams, and the most common themes globally and nationally.

The dreamiest nation is…

Quantifying the number of dreams every day is a herculean task, but when asked how frequently a person can recall their sleeping dreams, the global average comes to 119 days in a year. For those moments during the day when people drift off for a bit, the average number of days with daydreams is 107, making the combined number of total dreams for the average person around 226 per year.

While nighttime dreaming is consistent worldwide, there is a much more diverse frequency for daydreaming connected to the region where a person lives.

For example, people in Ireland are most likely to daydream (145 per year), while those in Poland are significantly more unlikely to do so (43 per year). The difference between the Nordic countries of Sweden (132), Finland (128), and Norway (124), though, is much less pronounced, with a difference of only 8 separating them. And while thousands of kilometers divide the nations, there’s no separation between the people of Australia and New Zealand when it comes to daydreaming.

  • Canadians have the most dreams at night (143) on average, while the US has the most daydreams (141) per year.

  • The Irish have the highest number of dreams (272) per year, counting both night and day.

  • Men and women average the same amount of dreams at night per year (119), while women daydream 13% more over a year.

Daydream believers.

The US has the most average daydreams per year (141), while Ireland is the country with the most daydreams compared to night dreams (+19 more daydreams), and Poland and France are on the opposite side (+63 more night dreams).

Day dreamers

US, UK, Ireland, Australia, New Zealand, Sweden, Finland

Night dreamers

Canada, Germany, Austria, Poland, Netherlands, Belgium, France, Norway, Denmark, Italy, Spain, Portugal

The dreams of youth.

The younger you are, the more likely you will have healing dreams or ones where you dream something that later actually happens, while lucid and recurring dreams seem consistent across generations. On a global average, Gen Z’ers are more than twice as likely to have healing (+145%) and prophetic (+123%) dreams than Baby Boomers.

Highest share of

Healing dreams: US, Canada (24%)

Prophetic dreams: US, Canada, Poland (32%)

Lucid dreams: Spain, Portugal (50%)

Recurring dreams: Sweden, the Netherlands (53%)

Keeping the dream alive.

While everyone has dreams, not every dream gets remembered. About every fourth person occasionally writes down their dreams, but only a few keep a regular dream diary.

The eagerness to recall dreams seems to be a generational preference, as Gen Z’ers (45%) and Millennials (37%) are far more likely to write down their dreams as compared to Gen X’ers (17%) and Baby Boomers (7%).

Most people (60%) say they have researched what their dreams mean, and 1 in 4 Gen Z’ers (24%) do it often.

Would you like cheese on that?

More than a third of people (37%) say they’d actively choose to eat or drink something that would help them remember their dreams better. That’s especially great news for dairy manufacturers, as research shows cheese may help with dream recall. Thanks to their cheese consumption, Canadians (37%) are the most likely to have already remembered a dream. Italians are very willing to try this (53%), making them more than twice as willing as the Danish (25%) to do so and significantly outpacing their American (24%) and European (19%) counterparts.

Dreams of adventure.

As for the most common types of dreams, people often experience exploring nature and seeing distant places, more so than imagining themselves as an athlete, musician, or artist. If you’re experiencing an even more far-out dream, you’re in good company, 1 in 5 people has dreamed about going to outer space.

Distant new places.

  • Women dream more often about exploring nature and seeing distant places on Earth. In contrast, men more often dream about going to outer space. However, the differences are more significant across generations than between genders.

  • 30% of Gen Z’ers have dreamt about being social media influencers. That’s least prevalent in Austria (21%) and most common in New Zealand (40%).

Dreamed I was someone new.

Reflecting their values and interests, Gen Z’ers and Millennials are more likely to dream about quitting their jobs to pursue passions or turn hobbies into careers, or dream about innovating something impactful or innovative for the greater good.

Meanwhile, for people over the age of 40 there seems to be a drastic decrease in dreams overall.

The only consistent dream among all generations is around travel or going on vacation.

Balancing good and villainy.

Dreams where a person becomes a superhero, are more common than dreaming about being the villain in all countries, but there are wide variations in how frequent it is across borders. Spanish people are ten times more likely to dream about being a superhero than a villain, whereas in Finland and Poland, they dream about being a villain almost as often as being the hero.

In a similar comparison, it seems that there is a clear divide between countries when it comes to whether it’s more common to dream about becoming a real person or a fictional character.

The ideal dream purchase.

Having explored what people dream about while asleep, in this section, we explore what shoppers across the world consider to be a “dream purchase.” For many shoppers, there is one (or many!) items out there they have been pining over or admiring from a distance. Some items are more obtainable, others are more aspirational. Either way, we checked in with shoppers on how long they’d wait to make a purchase, how much they’re willing to spend, and more.

What triggers a dream purchase?

In some countries, as many as two-thirds of people have an ideal dream purchase they are looking to purchase. And about half say there is a specific event that would trigger a dream purchase. What that occasion is, varies across countries and generations, but the most common reason seems to be moving to a new residence.

Baby Boomers (20%) are four times more likely to consider retirement a motivator for a dream purchase compared to younger age groups (5%) for whom retirement feels much farther away. On the contrary, at the starting point of working life, Gen Z’ers (20%) are ten times more likely to consider graduation a motivating factor compared to Baby Boomers (2%).

Dreaming for someone else.

Shoppers aren’t only thinking of themselves, approximately half also have a “dream purchase” for someone else. Most often, that someone is a family member or significant other—this is consistent across age groups. However, the younger you are, the more likely you are to be planning to surprise a friend over a family member with their ideal dream purchase.

Defining a dream purchase.

The idea behind dream purchases is something that solves a particular need or opens up new life opportunities, and is consistent across generations. However, younger generations are more likely to consider dream purchases as something to support their hobbies, or that has emotional value.

Open up new life opportunities or solve a particular need?

  • Americans and Australians are more likely to consider a dream purchase to open up new life opportunities. At the same time, Canadians and Europeans are more likely to want something to solve a particular need.

The price is right? Or the time?

More than one-third (37%) insist it’s impossible to put a price tag on what should be considered an ideal dream purchase, and most shoppers (55%) say there is no specific timeframe one has to wait for an item to become a dream purchase.

And the older (and more experienced?) a person is, the more likely they are to believe a dream purchase doesn’t have to come with a specific price tag or that they have to wait to make their dreams come true. However, among those who would put a price tag on a purchase, only 15% say it has to cost more than $5,000.

And for those saying one needs to wait a specific time before an item becomes a dream purchase, it appears people are eager to make their dreams come true, considering purchasing the item in roughly 95 days, or three months, on a global average.

Reasons for a dream deferred.

The top hindrance preventing a dream purchase is cost (62%). Overall, the average time people are willing to wait for a discount for their dream purchase is 134 days, or about 4-5 months. At the same time, 26% of people are willing to wait however long they have to, while 13% say they won’t wait for a discount at all.

Gender, more than age, seems to have a bigger impact when it comes to being patient for a good deal. Women (29%) are more willing to wait as long as it takes compared to men (22%), while Baby Boomers are both twice as likely to wait as long as it takes (36%) and not wait at all (19%) compared to Gen Z’ers (16% and 7%).

The objects of dreams.

One common experience we’ve seen across demographics and borders is people dreaming about something they do not yet own or possess—call it the “Rosebud effect,” in honor of Citizen Kane. Moving from the ethereal to the (potentially) more tangible, for many people, there are also items they don’t yet possess but are considered “dream purchase.”

Dreams about missing items.

It’s widespread to dream about participating in an activity requiring an object you don’t have (imagine skiing without the skis). Another common theme involves owning an item you don’t actually possess when you wake up (like a magic wand that turns random objects into pastries). About half (43%) of people can recall dreams with these ideas. In these dreams, people are most commonly participating in sports or exercise without the proper equipment, or owning unique fashion items. One noted difference, men regularly imagine owning high-end electronics only to wake up and realize it was just a dream.

Lemme upgrade ya.

Half (49%) of shoppers worldwide are currently looking to level up or improve something important to them. Among the genders, men are more likely to be waiting to make purchases for Electronics, Entertainment, and Leisure, and Sports & Hobby, while women favor Clothing & Shoes, Jewelry & Accessories, Beauty, and Home & Garden to a greater extent.

The most popular products to dream about are electronics, but comparing all age groups to each other, the priorities more clearly shifts:

  • Gen Z: Beauty, and Jewelry & Accessories.
  • Millennials: Children’s Products, and Beauty.
  • Gen X: Leisure, Sports & Hobby, and Home & Garden.
  • Baby Boomers: Baby Boomers: Home & Garden, and Leisure, Sports & Hobby.

Kicking up the look.

Among those looking for fashion items, shoes are the top item to level up or replace for both women (49%) and men (50%). Apart from footwear, men want new jeans and jackets, while women prefer dresses and jewelry.

Top of the fashion carts.

  • US shoppers are looking for accessories like hats, gloves, and belts (31%) and jewelry (49%) to a greater extent than in any other country, while in Spain (40%) of people are most eager to level up their swimwear.

  • The greatest differential in priority comes around the desire to buy a new bag with New Zealand (37%) and Germany (7%) in stark contrast.

Leveling up their favorite things.

Hobbies are one of the areas where people are actively looking to upgrade or replace their current items. Overall, about 24% of people on average are looking to do so, with some activities (like making music or learning a new instrument) seeming to attract more dream purchases than others.

Gamers want to level up.

  • More than one-third of people playing computer/video games (35%), and those who make music or are currently learning a new instrument (34%), would like to improve an item they use for that activity.

  • The activities people feel less inclined to level up or replace an item are dancing, yoga, and pilates.

Dreams and DIY activities.

More than one-fourth (26%) say DIY activities like painting, sculpturing, knitting, and crocheting are among the things they like to do the most.

The most popular DIY activity for all generations is painting, except for Baby Boomers who prefer knitting. However, comparing the preferences of all age groups to each other, the preferred activities become more diverse—and so do the things they would like to try the most.

The DIY activities that each generation currently do, and would like to try, the most compared to other generations.

Age groupCurrent favoriteWould like to try the most
Gen ZSculpturingKnitting
MillennialsCalligraphyKnitting
Gen XCandle & Soap makingJewellery
Baby BoomersKnittingPainting

And that’s that.

Thirsty for more knowledge?

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

Welcome to Klarna’s mobile shopping report!

Consumer shopping habits have changed. More reliant on digital devices than ever before and with a growing preference towards mobile which is driving significant behavioral changes among consumers, today there is an increased demand for convenience and flexibility while shopping.

As Klarna has recently launched its new shopping app, we took the opportunity to examine how the rise of mobile has changed consumer shopping habits, as well as to identify the emerging trends that will shape shopping in the future as consumers continue to embrace the mobile experience.

In summary, as shopping becomes more mobile-oriented consumers are looking for a digital-first shopping experience overall, with streamlined shopping apps, digital credit cards, and more.

Methodology.

Klarna’s Shopping App Survey was sent out online in collaboration with research agency Dynata to a representative sample of more than 13 000 participants from 13 countries, conducted in collaboration with research agency Dynata.

This report uses additional consumer research conducted with NEPA across 11 countries  (the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland). The research is conducted on a quarterly basis and always includes a minimum of 1000 respondents in each country per quarter. In total, 18,000 consumers participated during Q4 2021 (October-December).

13 countries

18,000 consumers

3 continents


High usage of mobile phones when shopping.

Mobile phones have grown to become one of the most prominent channels for shopping. They have changed the way consumers shop online, helping people to  discover and find what they need quickly, wherever they are and at whatever time.

Mobile shopping as common practice.

Shopping has become increasingly mobile-oriented, with 71% of people on average saying they have shopped on their mobile.

5 in 7

consumers have already shopped on their mobile phones.

79%

of Americans have already shopped on their mobile phones.

Mobile shopping is on the rise compared to two years ago (before the pandemic).

Many consumers have changed their purchasing habits as a result of the pandemic, with more now turning to their mobile devices to carry out their shopping needs.  Although much of the growth in mobile shopping compared to two years ago is Gen Z and Millennial-driven, this trend is reflective across demographics. 

76%

of Gen Z’ers have shopped more on their mobile phones compared to two years ago, compared to 56% of the general population

1 in 2

Baby Boomers in the US, the UK and France have done the same

An increased preference for mobile phones when shopping.

Although the majority of consumers still prefer to purchase online using traditional desktops or laptops, a number of consumers prefer to use mobile devices, and this preference is on the rise.

  • There is a clear trend for increasing mobile preference in the Nordics. Meanwhile, German shoppers are turning in the opposite direction.
  • The US is the only country where the majority of shoppers have a higher preference for mobile devices than computers.
  • The only countries with a mobile preference lower than 30% are Belgium and France. Four countries (Austria, Finland, the Netherlands and Sweden) have a preference below 30% but mobile shopping has clearly trended upwards during 2021.

Millennials rely more on their smartphones for online shopping.

Preferring to shop on mobile correlates with consumers who have a higher online shopping frequency in general. In general, preference for mobile shopping is  highest among younger generations (Millennials and Gen Xers).

This chart illustrates the preference for mobile shopping for consumer groups that are well above the general average.

37%

shop online at least once a week on their mobile phone.

48%

of Millennials shop at least once a week on their mobile phone.

In-store with a digital footprint.

The ability to research products online before visiting a store is an integral part of the path to purchase. Many shoppers start their shopping journey by doing research online using their mobile devices before visiting the store to shop for their final purchases.

The in-store shopping journey begins online.

The digital evolution does not only mean people are shopping more online. Online research, also called “webrooming,” plays an important role throughout the in-store shopping journey. The majority of modern day trips to the mall start online.

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

  • Online pre-search is most prevalent for Clothing, Electronics and Beauty products.

  • Electronics stands out as a high pre-search category. Consistent across all generations, at least 8 out of 10 shoppers say that they research items in this category before buying in-store.

Online research has become part of the in-store shopping experience.

The evolution of smartphones has forever changed the in-store shopping experience. Similar to online, in-store shoppers are also making comparisons for competitive prices and offers and checking product reviews and testimonials to make sure they are buying the right product. If you see someone on their phone in a store, there’s a high chance they are doing some additional product research before making a final purchase.

The chart below illustrates the hare of in-store shoppers using their smartphone to research products while in physical stores. 

  • Americans, Australians and Scandinavians do this most often.

  • The stereotypical Nordic preference for having more personal space may come as quite handy for in-store shoppers wanting to keep shop owners unaware that they are not texting or checking the weather, but in fact using their mobile to draw price comparisons and see whether the grass is greener somewhere else.

Mobile shopping has also changed the way consumers interact with brands. As a growing number of consumers embrace mobile, the expectations on the online experience continues to reach new heights.  Nowadays, people are looking for a seamless online shopping experience, that meets their personal needs.

More informed mobile shoppers.

While the digitalization of retail has given additional power to the consumer—including more choice and information—it has also made the decision-making process more complex.Drawing price comparisons and searching for deals and promotions are the most common activities people do when shopping online, followed closely by the ability to manage bought and returned items through delivery tracking.

9 in 10

consumers compare prices and look for deals and promotions online.

88%

of consumers keep track of their deliveries and returns

Virtual cards on the rise.

Virtual cards, also known as electronic cards, can be used when making online purchases and act as replacements to regular physical cards.

This chart illustrates the percentage of consumers across the globe who have heard of virtual cards and those who have also used them when making online purchases.

3 in 5

consumers have heard of virtual cards for online transactions

2 in 5

of Gen Z and Millennials have used virtual cards for online shopping

Reasons behind using a virtual card when shopping.

Convenience is key. When shopping online, consumers are actively searching for more efficient and quicker ways to checkout, making it the first driver for using a virtual card.

68%

use virtual cards for convenience in the US.

1 in 2

consumers use virtual cards for improved anonymity, privacy and security.

Online shoppers embracing virtual cards in the future.

When making future online purchases, it is clear that virtual cards are going to be increasingly embraced by consumers.

81%

US Millennials would prefer using a virtual card for their future online purchases.

4 in 5

of Gen Zers would purchase with a virtual card when shopping online.

High usage of mobile apps and shopping apps.

Consumers today have a vast selection of apps installed on their phones, ranging from travel and transportation to shopping, music, and healthcare, among many others. Nonetheless, only a few apps are being used on a weekly basis and consumers express clear frustrations in regards to the number of apps on their devices and how they need to continuously switch between them.

Apps downloaded on one’s phone.

53

is the average number of downloaded apps a Norwegian or Dutch consumer has on its phone.

48

is the average number of apps on a Gen Zer’s phone.

Smartphone owners are only using a few apps on a weekly basis.

Although smartphone users are spending more time in apps than before, there is an upper limit as to how many apps a consumer regularly uses on a weekly basis. Consumers have a limited level of engagement with most of their installed apps.

On average, only a few mobile apps are used on a weekly basis.

1 in 4

uses between only 1 to 10% of their mobile apps.

8%

of consumers use more than half of their existing apps.

High number of shopping apps downloaded.

On average, 1 in 5 consumers have approximately 6 to 10 shopping apps downloaded on their mobile devices.

Number of shopping apps used on a weekly basis.

Among the consumers who have shopping apps installed on their phones, on average over 80% use only 1 to 5 (or none at all) on a weekly basis.

Shopping apps overload.

Although mobile shopping is now common practice, the majority of consumers think they have too many shopping apps on their phones.

The chart illustrates the number of apps a consumer considers of no use and would like to delete off their phone whilst going through their  installed shopping apps.

1 in 4

would delete more than half of their existing shopping apps.

33%

of Swedish consumers would delete more than half of their existing shopping apps.

Preference for one single shopping app.

The majority of consumers would like to move away from a very cluttered and complex shopping app landscape and have expressed clear interest in having one single shopping app to simplify their online shopping experience.

Overwhelmed by too many apps.

The majority of consumers feel overwhelmed about the number of shopping apps available.

The chart illustrates the percentage of consumers feeling overwhelmed by the amount of available shopping apps

40%

 of consumers across the globe feel overwhelmed by the number of apps available.

51%

of Finnish and Dutch consumers feel overwhelmed by the number of apps available.

Preference for one single shopping app.

Consumers are embracing the idea of having one single app that consolidates shopping, payments and post-purchase management, such as order management, delivery and returns tracking – all in one place.

70%

would prefer to have one single app that incorporates all the features of the shopping apps they currently use.

3 in 4

Gen Z and Millennials would prefer to have one single app.

The advantages of having one global shopping app.

Simplicity and convenience seem to be the key motivators for having one single shopping app, allowing consumers to perform multiple actions in one place, as opposed to  having to switch between different apps.

Simplicity.

70% would use one app because they feel it simplifies the whole shopping experience.

Convenience.

68% of consumers are shopping on mobile devices because it saves them time.

The future of mobile shopping.

70%

would prefer having one single app that would incorporate all the features of the shopping apps they currently use.

3 in 4

of Gen Z and Millennials would prefer having one single app.

That’s it for this time!

The insights in Klarna’s Shopping Pulse is updated on a quarterly basis, so stay tuned for future updates.

Thirsty for more knowledge?

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

A deep dive into Wellbeing & Leisure trends.

In the past two years, we have seen new habits being formed, with great emphasis on mindfulness activities, and connection to nature.

In this report, we explore current consumption habits and share insights into life outside of work – what activities or hobbies people undertake for their health and mental wellbeing. 

The report is structured into four major themes: the increase of leisure and mindfulness activities, plant parenthood, pet ownership, and Cooking/baking habits.

Happy exploring!

Methodology.

Klarna research occurred in May 2022, in cooperation with Dynata and across 7 countries (US, UK, Australia, Sweden, Norway, Finland, Denmark). The survey includes a minimum of 1,000 respondents in each country. In total, 8,114 consumers ages 18 to 75 participated.

7 countries

8,114 consumers

Leisure activities & meditation.

Following the disruptions of the pandemic to our daily lives, people across the world used more mindfulness activities to help them cope with stress and improve their mental well-being. We’ve asked people to list their top leisure activities, and how has their engagement increased since the end of the pandemic.

Most common activities to recharge/relax.

The restrictions imposed by the lockdowns left many feeling trapped at home. A great number of people across the world have started undertaking new leisure activities or hobbies at home, following the pandemic. Let’s take a look at what were the most popular activities at home to relax or recharge.

Meditation

is practiced by 31% of Finnish consumers in order to recharge/relax at home

Reading

 is most practiced by Gen X (44%) and Baby Boomers (55%) to recharge at home, compared to only 29% of Gen Zers.

3x more

more men practice sports for relaxation compared to women in the US

Starting meditation.

The leisure activities that saw a surge in popularity during lockdown were “mindfulness” activities”. How we start engaging with mindfulness or meditation activities is very unique to each of us – each having specific motivations, paths, and mindsets. Advice and influence from friends and acquaintances seem to be the number one reason why people start doing mindfulness activities.

37%

of UK consumers have started meditating by reading websites online.

3 in 10

Danish consumers have started meditation through therapist recommendation.

Benefits of meditation.

Here we explore the impact of mindfulness/meditation on physical and mental well-being. A key takeaway is that meditation practice helps increase people’ mood and have a positive outlook towards life. 

35%

of US consumers have noticed a decreased level of anxiety when starting meditation.

37%

of Swedish Gen Zers have noticed having more creativity when starting meditation.

How often do you meditate?

In terms of how often people meditate, the number of days per month varies across countries and generations. Some people benefit from doing it once a day, while others prefer a short session every now and then,

18 days

is the average number of days a month that US consumers practice meditation.

Finns

who meditate practice less often on average in a month – 7 days.

Top items for mindfulness activities.

Yoga equipment, candles, painting accessories… The list of items dedicated to mindfulness is large. But, what are the top items purchased by people practicing mindfulness activities?

Food and Beverages

were the most common items purchased by US consumers (43%) that promote mindfulness.

Candle & Oil diffusers

were last purchased by 3 in 10 UK consumers who practice meditation on a regular basis.

Plant parenting.

Coined by Millennials and embraced by all other generations from Gen Zers to Baby Boomers, “plant parenting” is a phrase that refers to anyone who cares for their plants as much as they care for their family members or pets. Let’s check out consumers’ appreciation for plants and how their plant-parenting all started.

Owning houseplants.

The need for plants is real. Over 1 in 2 state owning a plant at home – spanning across generations, from the youngest to the oldest – showing a high interest in growing plants indoors.

7 in 10

Swedish consumers own at least one houseplant

6 in 10

US Millennials own at least one houseplant – the largest share compared to other generations (Gen Z 40%, Gen X 49% and Baby Boomers 52%).

Into Plant Parenthood.

Caring for houseplants is a term most recently described and used as “plant-parenting”, with people increasingly interested in growing plants indoors, and caring for them as they would for a child or a pet. Let’s check out who is embracing this concept wholeheartedly.

7 in 10

US consumers consider themselves as plant-parents

3 in 5

Danish Millennials who own a plant consider themselves as plant-parents

An increased interest post-pandemic.

Post-pandemic, house plants have been flying off the shelves in an unprecedented fashion. The interest in plants has grown in all countries.

9 in 10

US consumers (87%) had their interest in plants increase compared to two years ago

7 in 10

Gen Zers had their interest in plants increased compared to two years ago.

Main benefits of houseplants.

The mental health benefits of houseplants are far-reaching. Not only do plants improve the air of our homes and improve our moods, but plants also help us think more creatively and disconnect from the technology. Let’s find out the main benefits of plants according to their  plant-owners.

Improving the design of one’s home

is the number one house plant benefit according to Finnish (77%), and Norwegian (65%) plant-owners.

Aesthetics

are the first reason for owning house plants according to Danish plant-owners (62%).

Talking to plants.

Do plant-owners communicate with their plants? The practice may not be as far-fetched as it sounds.

American

plant-owners talk to their plants the most with nearly three quarters doing so.

Millennials

(62%) are the generations that talk to their plants the most, followed closely by Gen Zers (58%).

Pet-ownership.

Did you adopt a dog or cat during the pandemic? You are not the only one. The demand for adopting or fostering pets has risen worldwide. A staggering number have embarked on lives as new pet owners with many clearly having considered the numerous benefits of pet ownership.  Scroll on for more insights on pet parents.

New pet-owners.

While approximately 3 in 10 welcomed a new pet in the last two years, pet ownership is mostly Gen Z and Millennials driven.

3 in 5

US Millennials have gotten a pet in the last two years.

3 in 5

UK and Australian Gen Zers have gotten a pet in the last two years – the highest percentage compared to other generations.

Finding pets, explained.

How and where did pet-owners get their furry-friends from? A majority of pet owners have found their pet through a private seller, but also through friends and family.

Half of Finnish pet-owners

have gotten their pet via a private seller

Animal shelter

are the main source of having a pet for a quarter of Australian Gen X pet-owners.

Benefits of having a pet.

Whilst pet owners fully understand the immediate joys that come with sharing their lives with companion animals, many of us are unaware of all the benefits that accompany the pleasure of owning a pet. Pets can reduce stress, anxiety and ease loneliness, and can provide valuable companionship for adults.

Boosting one’s mood

remains the first benefit of owning a pet for Finnish (64%) and Swedish (50%) pet owners

3 in 5

Australian female pet-owners state that owning a pet reduces stress.

The pet social-media universe.

More and more, social-savvy pet owners dedicate social media accounts to highlight their dogs, cats, rabbits and other furry friends. Social media accounts for pets have been more popular than ever before with their four-legged companions becoming real influencers and celebrities online.

45%

Swedish pet-owners have started a social media account for their pets.

1 in 2

UK Gen Z or Millennials have created a social media account for their pets.

What’s cooking.

Cooking and baking also became the most popular activities post-pandemic, with many people spending more energy and time preparing delicious meals at home for their family and friends. In this following section, we explore the current motivations behind cooking, as well as the new interests behind taking additional dietary supplements & vitamins.

More cooking at home.

Consumers have had more free time since the pandemic to experiment in the kitchen. Since then, consumers have been reconnecting with cooking, and experimenting with new flavors, but also seeing cooking as a cure for stress or feeling down. A staggering number are cooking more often compared to 2 years ago.

US consumers

cook or bake the most often compared to two years ago,

90%

of Norwegian Gen Zers cook/bake more often vs two years ago

Top cooking practices.

Cooking practices have noticeably increased, with consumers trying out new recipes, or getting into baking. Cooking for social reasons and spending time with friends and family has become more popular as well.

1 in 4

Australian consumers who cook/bake for relaxation often bake banana bread.

52%

of Swedish consumers cook with or for friends/partner/family.

Sources of inspirations for cooking.

Cooking inspirations can come from a variety of sources: restaurants, roaming around markets, search engines, social media… How do consumers get most inspiration from?

40%

of Swedish consumers get inspired for cooking through online blogs and apps

40%

of US consumers get inspired through friends and acquaintances.

Vitamins power.

With more people focused on improving their health and fitness, dietary supplements are more popular than ever. Which country takes most vitamins on average per year? 207 days is the is the average number of days US consumers eating vitamins take every year. 1 in 2 take vitamins daily.

Types of dietary supplements.

The choice of dietary supplements is today incredibly varied, each having their own benefits and purposes. We’ve asked our respondents to state which ingredients they think are most useful for them, and what are the main reasons behind taking dietary supplements. Health is at the forefront – as the primary purpose seems to maintain one’s overall health.

And that’s that.

Thirsty for more knowledge?

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

A deep dive into Fashion trends.

After nearly two years of disruption, the fashion industry has returned to growth with consumers wanting to dress to impress and fashion brands pushing boundaries and tacking new consumer demands.

In this report, we discuss four major themes shaping the current state of Fashion: the Music festival fashion, Fashion weeks, the Metaverse mindset and Gender fluidity – where we investigate what are the current consumer trends and approaches to fashion.

Happy exploring!

Methodology.

Klarna research occurred in May 2022, in cooperation with Dynata and across 7 countries (US, UK, Australia, Sweden, Norway, Finland, Denmark). The survey includes a minimum of 1,000 respondents in each country. In total, 8,114 consumers ages 18 to 75 participated.

7 countries

8,114 consumers

Music festival fashion.

Although festival-goers are seeking unique experiences, attendees no longer visit a festival purely for the music. A variety of experiences, from music and food, to culture and fashion draw them each year onto the muddy fields. Music festivals have disrupted the fashion line-up – providing a fresh and fun opportunity for dressing.

Music festival revival.

Every year, thousands of people venture back into green fields, pits and tents for the festival season. Festival-goers span across all age groups, showing that festivals are not just for the young.

Americans

are most looking to go to music festivals over the coming months

Gen Zers

are the generation most planning in going to music festivals, except in the US where Millennials are ahead of Gen Zers.

Festival-goer outfits.

At the same time, the festival fashion is back in full force, bringing high-energy crowds altogether. When the festival season kicks off, buying a new outfit has become part of the fun, and driving stylish customers back to stores. Streetwear, funny or sexy? Let’s take a look at how people are wearing their festival spirit.

Streetwear

is the most popular fashion look for festival goers.

4 in 10

Finnish festival-goers consider wearing funny or original clothing during music festivals.

The must-have accessories.

Festival-goers are on the lookout for accessories and outfits making their experience better and keeping up with the latest fashion trends. Let’s check out what are the most popular festival accessories, and how consumers are dressing up for fun!

Original sunglasses

are the top fashion accessory that music festival attendees want to wear most.

Chunky shoes

are most popular among Danish festival goers.

Catwalk calling.

Fashion weeks are powerful vehicles for brands to install new season trends and capitalize on the “see now, wear now”. Many people are ready to watch Fashion shows, as well as the content produced by designers and brands to stay up to date with the latest trends. We’ve taken the opportunity to investigate people’ interest and engagement in Fashion weeks.

High interest in Fashion weeks.

Fashion weeks are events to celebrate the art of Fashion. We’ve decided to ask generations for their thoughts on Fashion Weeks, and how they are engaging with them.

7 in 10

Americans who are interested in fashion trends, are aware of Fashion Weeks, and actively seeking out pictures and broadcasts.

1 in 2

Finns interested in fashion trends are aware of Fashion weeks, but do not actively seek out pictures or broadcasts.

NYFW.

The most prominent Fashion weeks take place in the fashion capitals of the world. New York, Paris or Seoul – what are the most popular fashion weeks according to consumers interested in Fashion? New York Fashion week seems to be the big favorite.

New York

remains the most popular Fashion week for consumers interested in Fashion.

UK and Finnish

consumers interested in Fashion prefer the London Fashion Week among others.

Paris Fashion week

is most researched by Norwegian consumers interested in fashion.

The power of social media.

Social media has made it easier than ever to follow and watch Fashion shows, with smartphones and streaming of Fashion shows on digital platforms becoming the new normal. Shoppers find inspiration in social media channels from brands, and follow various types of accounts: celebrities, fashion brands, designers or influencers.  We’ve investigated which of channels they most engage with during the Fashion shows.

Types of items purchased inspired by catwalks.

Brands and fashion looks are gaining momentum during the Fashion shows. From catwalks all the way down to the street styles – what are the clothing categories that gain the most traction and being most sought after by consumers?

Shoes, dresses and jewelry

are the types of items most bought on average after getting inspired by catwalks from Fashion weeks.

Bags

are the type of items most bought by Swedes and Finns following Fashion weeks.

Is the virtual catwalk the future?

The first Metaverse Fashion Week went live this year with various brands shifting towards virtual fashion presentations. Is this transition from physical to virtual popular among audiences? Are consumers open to live virtual and new immersive experiences rather than traditional shows? Turns out virtual runways can be just as compelling as physical runways.

8 in 10

of those interested in Fashion think all Fashion Weeks should turn virtual / digital

UK consumers

interested in Fashion are the most inclined in Fashion Weeks turning digital, while Finns are to a lower extent than the average.

Fashion moving into the Metaverse.

“Metaverse” – the Internet’s favorite buzzword. There’s a lot of buzz surrounding the Metaverse and its concept – which could be defined as a virtual / digital environment where people play, work, socialise and shop. However, for brands and the fashion industry, the Metaverse represents plenty of potential and new opportunities to engage with Gen Zers and tech-savvy shoppers. Scroll on for more insights on the Metaverse mindset.

A Metaverse mindset.

The relationship between a fashion brand and its consumers is revolutionary and the Metaverse environment offers new form of consumers’ engagement. Now more than ever, brands have the opportunity to build proximity with their shoppers and a vast majority of consumers are already well aware of this new virtual space.

3 in 5

consumers have already heard of the Metaverse.

Brits

are the most aware of the Metaverse – 7 in 10 have already heard of it and knows about it

The fashion of tomorrow.

The Metaverse fashion can be playful and a way to escape the confines of daily life. It is also opening up endless possibilities for designers, fashion brands, and consumers. A staggering majority are embracing the Metaverse and the fashion of tomorrow.

3 in 5

US and UK consumers aware of the Metaverse find it exciting that fashion brands use avatars as their ambassadors.

18%

of Swedish consumers find the concept of avatars as ambassadors absurd or alarming – the highest percentage among other countries

Moving into the digital realm.

The interest and engagement towards the Metaverse is real. While more and more brands use augmented and virtual reality technology to engage with their customers, a vast majority of consumers currently have a desire to interact with brands and shop via the Metaverse.

3 in 4

consumers already aware of the Metaverse would be interested in purchasing virtual fashion items in Metaverse environments

Americans

who are already aware of the concept of Metaverse, are the most interested in purchasing fashion items virtually in those 3D environments.

Trying clothes virtually.

A growing number of consumers are open to trying clothes virtually and experiment with new kinds of store experiences and services.

7 in 10

consumers who be interested in trying clothes virtually through virtual rooms or using AR

US consumers

show the most interest in the use of VR/AR, whilst Finns express the least interest on average compared to other countries.

Gender-fluid fashion.

The future is fluid. In the past decade, fashion brands have produced more and more gender-fluid collections in order to meet consumer demand. Gender-fluid fashion can be defined by the notion that clothing does not belong to one gender, and that clothing can be unisex, or not listed by the traditional “menswear”/ or “womenswear” binary. Gender-fluid fashion is now more than ever reshaping fashion rules, with consumers showing genuine interest in gender neutral clothing.

The rise of gender-fluid clothing.

The gender-fluid movement is looking to accept different gender expressions, and allowing fashion to be more creative, free and open-minded when it comes to gender and sexuality. More consumers are seeking gender-neutral apparel, and retailers are looking to meet that demand.

3 in 10

 have already purchased a fashion item outside their gender identity.

1 in 2

Gen Zers on average have already purchased a fashion item outside their gender identity – the generation most open to the idea of gender-fluid fashion.

Breaking the binary.

Clothing is no longer split along gender lines – the new wave of gender-fluid fashion is bound up with significant shifts in society’s expectations around gender roles, and sexuality. Results show that today’s shoppers tend to choose an item because they like it, without necessarily checking who it was targeted to and choose to wear items from the other gender’s section.

Nearly 1 in 2

female fashion shoppers shop in the men’s department, including 20% equally as much in the men & ladies’ department.

A quarter of

of Australian and UK female shoppers purchase equally as much from the men’s department and ladies’ department.

A trend here to stay.

A staggering majority is looking to purchase more gender-fluid garments in the future, heavily influenced by younger, Gen Z consumers.

7 in 10

are looking to purchase more gender-fluid clothing items in the future.

Norwegian

fashion shoppers lead the pack, in particular with 9 in 10 Gen Z and Millennials stating so.

Comfort as key consideration.

When choosing their garments, comfort is one of the first reasons for choosing items outside one’s gender identity. Proving a social statement and aligning with one’s gender expression are also main considerations.

Comfort + Design

are the top 2 considerations when choosing items outside one’s gender identity.

A quarter of

UK Millennials want to make a social statement by purchasing/wearing clothing from the other gender.

It’s all about personality.

Consumers are open to push boundaries, and use fashion for self-expression. Between functionality, sense of belonging to a social group or expressing one’s personality – the power of fashion is unending. But personality stands out as the most sought after means of expression from fashion shoppers across the world.

Personality

is the dominant means of expression fashion consumers wish to convey through their clothing.

Functionality

is most sought after by Finnish Fashion shoppers (7 in 10 state seeking it, right after personality)

Black, grey and white.

What are the most popular colour spectrum when it comes to dressing up? And how do countries compare to each other regarding the colour of their wardrobe?

Neutrals

 are the most popular choice of color clothing.

40%

of male fashion shoppers tend to wear primary colours which is 12pts more than female counterparts.

And that’s that.

Thirsty for more knowledge?

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

A deep dive into Travel & Outdoor Activities.

The hot days of summer are finally here, and many of us have their leisure activities planned -from traveling, doing outdoor exercises or enjoying the seaside.

In this report, we’ve taken the opportunity to investigate what are the current plans of respondents across the world, and find out differences and similarities in terms of their travel intentions, outdoor exercise interests and motivations, and swimwear fashion. International travel vs domestic travel? Bikini or one piece? We asked them to find out.

Happy exploring!

Methodology.

Klarna research occurred in May 2022, in cooperation with Dynata and across 7 countries (US, UK, Australia, Sweden, Norway, Finland, Denmark). The survey includes a minimum of 1,000 respondents in each country. In total, 8,114 consumers ages 18 to 75 participated.

7 countries

8,114 consumers

Travel plans.

On average, the appetite for travel remains very high across all generations – the great majority intends to travel in the coming months. Although long distance destinations are still in the radar, traveling in one’s home country has become the norm.

Travel is back.

Travel will be at an all time high this summer with a great majority of consumers eager to get away. More than 3 out of 5 consider traveling over the season.

  • On average, 3 in 5 are planning to travel in the coming months, with Norwegians and Brits planning to travel the most.

  • The appetite for travel remains the same across generations- although Gen Zers plan to travel a bit more than others.

  • Three quarters of Norwegian Gen Xers have planned traveling – and are ahead of other generations.

The top travel destinations.

Demand for domestic travel remains strong. 41% of consumers around the world are planning to travel in their home country – showing that the pandemic situation has proved to impact on the travel habits and attitudes of people. Short distances are as popular as long-distance travels abroad.

Vacation in a nearby country

is the top travel destination preference on average.

Australian & American

travellers enjoy traveling in their home country the most.

Main reasons for traveling.

The motivations behind traveling are multiple. Discovering a new culture, food or escaping the everyday routine? Let’s see how people are embracing their traveling spirit.

Recharge/Relax, and escaping the everyday routine

are the main reasons for travel.

Escaping the everyday routine

 is the top reason for Swedish people only.

Planned trips or spontaneous journeys?

When it comes to traveling, there are two types of people: those who love to plan their trips, and those who prefer to seize the day. Planners try to make the most out of their vacation and do not leave much space to last minute opportunities. Spontaneous travelers on the contrary get inspired by the present moment, and leave more space to go with the wind. Let’s find out who are planners and who are more improvers.

7 in 10

 travelers have already planned, organized or done research before arriving at their destination.

British travelers

lead the pack for researching and planning prior to their trips.

Packing suitcases.

One of the most challenging parts of traveling is figuring out what to pack for a trip, and even coming up with a travel packing checklist, for those of us who are most organized. British travelers lead the way when it comes to packing the earliest while Finnish travelers seem to be procrastinating a bit more in their packing.

  • 1 in 3 travelers pack their suitcases a day before.

  • When it comes to packing early, British travelers seem to be the more organized, whereas Finnish travelers seem to be the most spontaneous among the pack.

  • Almost 1 in 2 male travelers pack from the day before to right before leaving, as opposed to only 1 in 3 female travelers.

Main activities when travelling.

From planning outfits, to booking restaurants or browsing places to visit – what are the main preoccupations of travellers ahead of their travels?

4 in 10

travelers state they plan their activities ahead of their travels.

Finns

do the most research and plan the most when it comes to reading blogs/books, Wikipedia pages and browsing Google maps.

Swedish and Danes

like to plan their outfits the most.

Outdoor aspirations.

How outdoorsy people across the world are, and how do generations compare to one another for outdoor activities? Let’s find out what are the most common outdoor activities, and what are the main motivations behind doing them.

Outdoor recreation matters.

As consumers are looking for a respite from home life, more and more people are looking to invest their time outside and practicing outdoor activities. 

3 in 5

consumers are planning to do outdoor activities in the coming months.

Finns

are ranking first in terms of outdoor activities planning in the coming months, with nearly 90% planning to do some.

Outdoor activities in trend.

Outdoor adventures have been booming since the last two years, with certain activities and sports that have become more in demand. From biking, to camping, fishing, hunting and hiking – the choice of outdoor activities is unending. Let’s check out what are the most popular outdoor activities over the coming months.

Hiking, Cycling and Fishing

remain the top most planned outdoor activities this summer.

Cycling

is the most popular in Finland.

Hiking

is the most popular in Norway and Denmark

Rise of outdoor activities compared to last year.

On average, many people have changed their habits as a result of the pandemic, with more now dedicating more time to outdoor activities. The trend is reflective across demographics and in particular among Gen Zers and Millennials.

43%

of people plan to do more outdoor activities compared to last year.

Americans

come top of the rank, followed by Finns and Brits.

American Gen Xers

plan to do more outdoor activities the most compared to other Gen Xers from other countries.

Prioritising mental and physical wellbeing.

The events of the past two years highlighted the importance of taking care of ourselves. Consumers have incorporated more physical fitness in their lifestyle, and many people are looking to integrate outdoor practices into their vacations. When exploring the top benefits of outdoor recreation across countries and generations, personal wellbeing appears to be the first motivation behind active outdoor activities.

  • The top three most important considerations across the markets surveyed in outdoor activities are personal wellbeing, fitness and proximity to nature.

  • 3 in 5 Americans plan to do more outdoor activities for fun, whereas Norwegians want to be closer to nature.

  • On average, younger generations plan more outdoor activities for fun and fitness. Older counterparts favor personal wellbeing and proximity to nature.

Swimwear trends.

Summer is already here for the majority of us – whether you are going abroad or having a staycation, we’ve taken the opportunity to explore the current swimwear trends that get us in a holiday frame of mind. What are the main motivations of our shoppers when purchasing a swimsuit? Let’s find out.

Fit and price as main factors.

Fit, price and style remain the top most important considerations in consumers’ purchasing decision when purchasing swimwear apparel. 

  • Color lies within the top 3 considerations for Swedish, Norwegian and Danish swimwear shoppers.

  • On average, female shoppers prefer style to a much higher extent than male shoppers. Male shoppers emphasise on material to a much higher extent than female shoppers.

Types of swimwear according to gender.

Every year, the first rays of sun incite us to look for the perfect swimwear as the holidays start. Despite the variety of choice, styles and patterns, one piece and swim shorts are respectively the most preferred swimwear for female and male respondents.

Sustainable swimwear.

Factors such as price, brand and quality still matter in shoppers’ purchasing decisions. However, today’s fashion shoppers seek out products that align with their values, with the environmental and social issues as top concerns leading more shoppers to seek out responsible products.

17%

consumers state that it is essential that the swimwear they purchase is made without child labour.

A swimwear made without using harmful chemicals

is most important for Danish shoppers.

Skinny dipping – yay or nay?

Do people have the same attitude when it comes to skinny dipping? Here’s what people across the globe think:

Over 1 in 2

respondents are against trying skinny dipping in the coming months

1 in 4

state they will definitely go skinny dipping.

3 in 10

UK Gen Zers will go skinny dipping – making them the most open to the idea compared to other countries.

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!

This insights report provides an overview of what the end of November sales phenomenon means to shoppers all over the world.

While Black Friday and Cyber Monday continue to rise in popularity, the American sales event has been adapted differently by shoppers and retailers across the world. In many European countries, the concept of having a dedicated day for online shopping has been shrugged off, as retailers offer similar discounts during Black Friday, and in recent years the sales period has gradually extended to include the full week. Meanwhile, in the US, online shopping growth during Black Friday has outpaced Cyber Monday and looks bound to overtake the position as the biggest online shopping day to date in 2021.

More than a year into the pandemic, shoppers from all generations have been turning online to a greater extent than ever before as retailers have pivoted to evolve their online presence. What effect will this have during the biggest sales week of the year?

Familiarize yourself with shoppers’ plans and expectations leading up to the most intensive shopping days of the year, and keep track of  the latest updates from Klarna’s shopping data.

Enjoy!

Methodology.

Survey data.

Insights from Klarna’s consumer research, conducted in cooperation with Nepa across 11 countries (the US, UK, Australia, Germany, Austria, France, Belgium, the Netherlands, Sweden, Norway and Finland). The research was conducted during October and November 2021 and includes a minimum of 1,000 respondents in each country. In total, more than 11,000 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.

11 countries

11 000 consumers

147m consumers

400 000 retailers

Online shopping data.
Insights from Klarna’s shopping data. Klarna serves more than 147 million consumers and 400 000 retailers.

Planning makes perfect.

Late November sales have gradually increased their share of total sales during the holiday season at an accelerated pace during the past decade, and the named sales days have extended their footprint outside of the US. This year, shoppers all over the world have been eager to get an earlier start than usual due to the logistic challenges and shortages that have been caused by the pandemic. It is clear that many have planned ahead, and there is a strong correlation between setting a budget, planning purchases, waiting to make more expensive big-ticket purchases—and expecting to find a bargain.

Online shoppers are more meticulous.

Shopping online and in the physical world are done differently. Meticulous planning, budgeting, price awareness, and online shopping are strongly correlated. Those who intend to go to physical stores go about their shopping more spontaneously.

Insights.

  • Online shoppers in general have a more clear idea about how they will spend before they start shopping
  • In-store shoppers on the other hand are likely to use their smartphones instore to make a more informed purchase decision

Gen Z & Millennials are on it, too.

November sales are more embraced by the younger generations. Gen Z & Millennials budget to a further extent than their older peers and have a more clear idea on what they are going to buy before the sales get started.

Insights.

  • Gen Z & Millennials are planning their shopping during the end of November sales to a further extent compared to older generations.
  • 9 in 10 Gen Z’ers have set an overall spending budget for the holidays in Australia and the UK.
  • 8 in 10 Gen Z’ers are expecting big price drops during Black Friday, and more than 7 in 10 know what they are going to buy.

Holiday shopping on a budget.

A lot of shoppers are taking the opportunity to get more value for their money by shopping during the November sales. And many are looking to cross off a large chunk of items from their holiday shopping list in one swoop.

Insights.

  • US consumers will look to do 23% of their holiday shopping during Black Friday alone.
  • Gen Z, followed closely by Millennials, have planned to do most of their holiday shopping compared to older generations.

Shopping for both oneself and others.

Black Friday and Cyber Monday sales at the end of November are the perfect time for those that are shopping on a budget. The price drops encourage many shoppers to wait and consolidate their shopping needs that very week. They are not only buying holiday gifts, but also shopping for themselves.

November sales have become a natural part of holiday gift shopping.

Many holiday shoppers are looking to seize the opportunity to get bargains on products they will use themselves while finding holiday gifts for loved ones that are otherwise bought at a more expensive price point.

Insights.

  • Clothing & Shoes, Electronics and Beauty are the product categories most are looking to buy on a global average. The only countries where another product category makes the top 3 list are the UK (Entertainment), Australia (Home & Garden) and Norway (Leisure, Sports & Hobby)
  • Children products stand out as the product category most are looking to buy for others, while Clothing & Shoes are the category most shop for themselves.

Online shopping is gaining ground.

Black Friday is no longer in store for US shoppers only, and might overtake Cyber Monday as the biggest online shopping day ever during 2021. In Northern Europe, this transition has already happened, as both online and in-store sales mainly revolve around Black Friday with most retailers offering discounts in the lead up to it.

Black Friday shopping no longer requires protective gear.

Shoppers want to avoid crowds and do their bargain hunting from the comfort of their living room. While Black Friday is still physical stores first, many shoppers are looking to make a large share of their purchases online this year—and retailers are quick to adapt to evolving consumer needs and preferences.

The chart below illustrates the extent to which shoppers are planning to shop online and in physical stores on Black Friday.

Insights.

  • On average, Erotic materials and toys, Entertainment and Electronics are the categories consumers most prefer to shop online.
  • Home & Garden stands out as the category consumers most plan to shop in physical stores.

Online shopping is on the rise everywhere.

During 2021, shoppers all over the world have grown increasingly fond of the online experience—which, unsurprisingly, has led many retailers to step up their digital offering during the pandemic.

The chart below illustrates consumers’ mindset in regards to the extent to which they choose to shop online and in physical stores.

Insights.

  • On average consumers across the globe are evolving to more online shopping for Black Friday sales.
  • The UK, Germany and Sweden are leading the pack for this online transition.

In-store with a digital footprint.

Black Friday was born in physical stores, and even though the appetite for online shopping has increased amidst the pandemic, going bargain hunting in physical stores will remain top of mind for many shoppers.

The in-store shopping journey begins online.

The digital evolution does not only mean that people are shopping more online. Online research, also called webrooming, plays an important role throughout the in-store shopping journey. The modern day trip to the mall starts online for the majority. 

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

Insights.

  • Online pre-search is most prevalent for Clothing & shoes, Electronics and Beauty categories.
  • Electronics stands out as a category that is researched by at least 8 out of 10 shoppers, which is consistent across all generations

Online research has become part of the in-store shopping experience.

The evolution of smartphones has forever changed the in-store shopping experience. Similar to online, in-store shoppers are also making comparisons for competitive prices and offers, and checking product reviews and testimonials to make sure they have found the right product. When you see someone browsing their phone between the aisles, there is a high likelihood that they are not texting someone or checking  their social accounts, but rather making sure they get all the information they need to make a more informed purchase decision.

The chart below illustrates the share of instore shoppers that say they use their smartphones to research products when they shop in physical stores.

Insights.

  • Americans, Australians and Scandinavians do this the most often.
  • The stereotypical Nordic preference for an extended personal space may become quite handy for in-store shoppers wanting to keep shop owners unaware that they are not texting or checking the weather, but instead are using their smartphones to casually check whether the grass is greener somewhere else

2021 data updates.

In this section you will find regular updates on the developments based on shopping data from Klarna. During 2021, Black Friday takes place on the 26th of November, and Cyber Monday on the 29th. This section will be updated during the week, starting in the lead up to Black Friday and ending with Cyber Monday.

The online shopping map.

Select a country in the list below to see where people shop the most online per capita, where people are shopping the most 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, 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.

22 – 29 November 2021

That’s it for this time!

Member of the press and looking for additional information?

Don’t hesitate to get in touch with the Klarna team via press@klarna.com