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!


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.


have at least one loyalty card.


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% 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.


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.


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.

Welcome to Klarna’s Shopping Pulse: New Zealand

Almost 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 — and more specifically, in New Zealand.

Happy exploring!


Insights from Klarna’s consumer research, conducted in collaboration with research agency Dynata to a representative sample of 1,085 consumers from New Zealand aged 18-65+ in May 2022.

The data from that survey has been compared with the data from Klarna’s Pulse reports, which are conducted in cooperation with Nepa across 11 countries (the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland). The research is conducted quarterly and always includes a minimum of 1,000 respondents in each country. In total, 11,740 consumers participated during Q1 2022 (January-March). The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

12 countries

12,825 consumers, out of which 1,085 from New Zealand.

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.

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.


is preferred by the average shopper in New Zealand, and only Australians and Austrians favor the in-store shopping experience to a higher extent.

Gen Z & Millennials

favor online shopping over physical stores in New Zealand.

Physical stores are still the norm for shoppers.

Consumers are still shopping in physical stores more frequently than they are shopping online. Preference for online shopping is the highest in the UK, US and Australia.

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.


of shoppers from New Zealand shop online at least once a week – which is on par with the global average.


of Gen Zers in New Zealand shop online 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.


is the only product category in New Zealand shopped more often online than in physical stores.

Clothing & Shoes

are shopped about as often online as in physical stores in most countries, but not in New Zealand. This is one of the most frequently bought categories, and younger generations are more likely to have shopped this category more often in physical stores than in online stores unlike most other 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.

Entertainment and Erotic materials/toys

are the categories most preferred to shop online.

Groceries and Home & Garden

are the categories most preferred to shop in physical stores.

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.


of shoppers in New Zealand consider physical stores the better overall shopping experience.

Gen Z

disagree with older generations, as 57% say that online stores provide the best overall shopping experience. The main benefits of online shopping according to the youngest is the inspiration (63%) and wider assortment of products (63%).

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

Frictionless payments is the most wanted improvement in New Zealand. Personalized product recommendations come next on the wishlist, followed by personalized service and a seamless omnichannel experience.

Virtual and augmented reality (VR/AR)

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

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, 29% 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.


have the highest impact for shopping discovery in New Zealand, followed by retailers in second position.


the younger you are, the more likely you are to follow influencers to a higher extent than retailers. The opposite is true for retailers.

Social media climbers.

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

Facebook, Youtube and Instagram

are the most popular social media platforms for shoppers in New Zealand.

Gen Z

Instagram and TikTok are the most popular platforms for Gen Zers. Youtube has the most impact with 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.


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


of Gen Z’ers and 24% of Millennials in New Zealand have participated in a live shopping event.

Benefits of livestream shopping.

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

Real-time engagement

recommendations and enabling consumers to make more informed purchase decisions are the main perceived benefits of live shopping events in New Zealand.

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.

Many shoppers 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. And many believe they will use their mobile phones for shopping to a further extent in the future.


of shoppers in New Zealand have used their mobile phone to shop online.


shop with it more often compared to 2 years ago.


think they will use it even more often in the near future, which is more than in most other countries.

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.


of shoppers in New Zealand compare prices and look for deals and promotions online.


keep track of their deliveries and returns, and the majority use various apps to do so.

Virtual cards on the rise.

Virtual cards, also known as electronic cards, can be used when making online purchases and act as digital replacements to regular physical cards. A virtual card number is unique and temporary, and is generated for each usage to increase safety for both the card holder and the issuer.

The vast majority (91%) of those that have tried it say they would rather make all future online purchases with virtual cards instead of physical cards.


have used a virtual card, and 26% have heard about it.


of those that have used one say they would rather make all future online purchases with virtual cards instead of physical cards.

The modern shopping experience begins online, and leaves a digital footprint in-store.

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.

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.

In New Zealand, no less than 86% of shoppers start their in-store shopping journey by doing research online – and 69% continue to use their smartphones in-store for additional research before they make a purchase decision.

Evolving in-store payment preferences.

Our increasingly digitized society also means preferences for payments in physical stores are evolving. In fact, only 3 out of the 12 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.


preference is exactly the same (22%) for Millennials, Gen X’ers and Baby Boomers.

Mobile phones

are preferred over cash before the age of 41, and he most distinct generational differentiation is between physical cards and digital devices like smartphones and smartwatches.

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.


40% of shoppers in New Zealand believe they would shop mostly online a year from now.


Gen Zers believe the same, standing out as the generation thinking they would shop mostly online in the future.

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.


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


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
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.

Holiday gift shopping for pets

The Holiday Season is all about giving to family, friends or significant others, but who else is on the receiving end? Pets of course! Everyone deserves something new for Christmas!

If you have thought of purchasing a gift for your pet for Christmas, then you are certainly not alone. 

In this exclusive Pet Report, we were curious to find out who across the world owns a pet, and what presents are given to our furry friends during the Holiday season.

Happy Pawlidays!


Klarna’s Holiday Survey was sent out online in collaboration with research agency Dynata, to a representative sample of more than 16,900 consumers across 16 countries, with more than 1,000 respondents per country.

16 countries

17,000 consumers

3 continents

Holiday gifts for pets

The holidays are no longer just for humans, but also for your four-legged companions and other friends. Let’s take a look at who across the world has put their pet at the top of their present list, and are planning to purchase a gift for their pet during the festive season.

Share of pet owners planning to purchase a gift for their furry family members

American, Norwegian and Finnish pet-owners want their pet to enjoy the festivities the most by treating them with a Christmas gift.

3 in 5

pet-owners plan to purchase a gift for their pet during the Holiday season.

3 in 4

American pet-owners plan to give a present to their pet.

Pet gifting according to generations and gender.

Although pet-owners have an unconditional love for their pets, who is planning to purchase a gift for them at Christmas? Let’s take a look!

Christmas presents for pets, the age group and gender version.

Younger generations plan on treating their pet the most this Christmas. Hint: some pets will have more packages to unwrap than others, as some pet owners are looking to buy several different types of gifts!

3 in 5

women and men plan to let their pet enjoy the festivities by giving them a gift

5 in 7

Millennials will buy a Holiday gift for their pet

Types of gifts from pet-owners

If there is anyone deserving of a gift this holiday season, well, it’s your pet. But what are pets most expecting to find in their stockings this year? Is it toys, an ugly sweater or some treats?

Popular purchases among pet-owners

Here we take a look at the most popular purchases among pet-owners and how they are going to treat their furry family members.


are the most popular pet gift this Holiday season, followed by Food items.

2 in 5

of American and Norwegian pet-owners treat their pet to their own home decor (beds, bowls, etc). 

Gifting someone else’s pet

While consumers might “like” their friends’ pets pics on Instagram, don’t expect them to buy any special treats this season. Over three-quarters of shoppers say they’re not shopping for anyone else’s pet this year.

Who spoils their friends’ pet?

Let’s check out who among pet-owners are the most generous, and ready to splurge their money on someone else’s pet.

4 in 5

pet-owners do not plan on giving a gift to someone else’s pet.

1 in 3

of Millennials would plan to gift someone else’s pet, making them the most generous generation!

Pet ownership.

Pets can be our best friends and motivators. They make us laugh and bring us comfort when we need it the most. Let’s take a look at the share of people who have welcomed and added a pet to their family.

Where are the most pet-owners?

Italians are, hands down, the biggest pet-owners in the world. Americans and French rank second and third for pet ownership.

2 in 3

Italians are pet-owners.


of Swedish people are pet-owners.

Women are more likely to be pet-owners

Women are more pet-owners than men. And, on average, there are more Gen Z and Millennial pet-owners as compared to older generations.

3 in 5

women own a pet.

2 in 3

of Gen Z and Millennials own a pet.

The online shopping map.

Pet owners across the world are buying supplies, toys and treats for their furry family members online. Let’s take a look at where they live.

The online shopping map.

Select a country in the list below to see where people shop the most Pet products online per capita in that country.

1 January – 7 December 2021

That’s it for now!

Want to know more? Check out Klarna’s Festive Feels Report which takes a closer look at how identity impacts how we celebrate the holidays!

Ugly Christmas Sweaters

Christmas is just around the corner. When most of us think about lighting up our homes with colorful lights or decorating a Christmas tree, some are reaching into the back of their closet to take out their Ugly Christmas sweater. Whether you love or hate it, nothing says festive fashion like the Ugly Christmas Sweater. 

First introduced in the 1950s and initially called “jingle bell sweaters” by retailers, it was not until the 1980s that the Christmas sweater gained popularity thanks to appearances in TV and movies.

In this report, we’ve taken the opportunity to investigate how people across the globe are donning Ugly Christmas Sweaters this season.

Ho, Ho, Ho


Klarna’s Holiday Survey was sent out in collaboration with Dynata to a representative sample of more than 18,000 consumers across 18 countries, and 3 continents, with more than 1000 respondents per country.

18 countries

18,000 consumers

3 continents

Ugly Christmas Sweater, yay or nay?

It’s already that time of year when festive clothing is acceptable at every occasion. From Christmas-themed jumpers with Santa Claus, reindeer and snowmen, to more sassy or funny sweaters, we are spoilt for choice! Although the wearing of the Ugly Christmas Sweater is a long lasting tradition for some, for others it’s a trend that has to end.

A love or hate relationship.

Is the Ugly Christmas sweater craze the same in most countries? Here’s what people across the globe think:

1 in 2

Americans love Ugly Christmas Sweater, making them the most enthusiastic wearers in the world.


of Germans are opposed to the idea of an Ugly Christmas Sweater.

Who else loves Ugly Christmas Sweaters?

It is not only across countries that differences in attitudes towards Ugly Christmas Sweaters can be found. Star signs, sexual identity and birth order are often more revealing than your age, gender, or country of origin. For instance, the likelihood that you enjoy an exceptionally Ugly Christmas Sweater appears to increase with the level of seniority in the sibling birth order.


born in the Aries star sign loves an Ugly Christmas Sweater – the most out of any zodiac


LGBTQIA+ people has a higher love for Ugly Christmas Sweaters compared to others

The Season’s must-have according to generations and gender

Younger generations are more enthusiastic about the idea of an Ugly Christmas Sweater compared to older generations. And, on average, women are more open to wearing one than men.

Ugly Christmas Sweater wearers by age and gender.

Women are more enthusiastic than men regarding the Ugly Christmas Sweater. Click on the tabs below to see how the sentiment shifts across genders and age groups across the world.


women love Ugly Christmas Sweater compared to 37% of men. This gap between women and men appears to be highest in Spain – and the opposite only in Austria


more Gen Zers love the idea of an Ugly Christmas Sweater compared to Baby Boomers.

Dressing habits during the holiday season

There are plenty of opportunities to dress—and impress—during the “most wonderful time of the year.” Warm, chic, funny, cheesy? Let’s see how people are wearing their holiday spirit.

Holiday outfits

Let’s take a look at what people around the globe think best represents their dressing habits during the holiday season.


Americans are three more times as likely to be looking forward to wearing their Ugly Christmas Sweaters compared to Germans.


of Americans think their Ugly Christmas Sweaters are the most important feature of their Holiday wardrobe, making them the most positive across the globe!

Millennials + Ugly Christmas Sweaters = True

Younger generations are the most adventurous dressers during the festive season. They are more eager to get new outfits for every social occasion  and more keen to wear Ugly Christmas Sweaters.


more Millennials are looking forward to wearing their Ugly Christmas Sweaters compared to Baby Boomers.


of American Millennials are looking forward to wearing their ugly Christmas Sweaters.

That’s it for now!

Want to know more? Check out Klarna’s Festive Feels Report which takes a closer look at how identity impacts how we celebrate the holidays!

Welcome to Klarna’s Mariah Carey Christmas Report!

How early is too early to listen to Mariah Carey’s “All I Want for Christmas is You”?

Is it…

The first time you see holiday decorations? On the first snowfall? When summer hits (if you’re in the southern hemisphere)? The first time you hear a holiday song on the radio or in-store? 

Or, can you just listen to it all year round because—really—it doesn’t matter what time of year it is, the song is just… GREAT?!

Spooky season may just have ended and the last of the Halloween sweets are yet to be  eaten, but some have already started counting down to Christmas. In fact, the pop queen herself ‘officially’ declared the beginning of the holidays in a tweet on November 1st – it’s #MariahSZN after all.

Whether you love it or hate it, one thing’s for sure – there’s no escaping the pop diva’s best-selling Christmas tune. We take a look at who loves Mariah Carey’s iconic “All I Want for Christmas is You” the most, and how early in the year people across the globe think it’s acceptable to play it.

Ho ho ho!


Klarna’s Holiday Survey was sent out online in collaboration with research agency Dynata to a representative sample of more than 18,000 consumers across 18 countries and three continents, with more than 1,000 respondents per country.

18 countries

18,000 consumers

3 continents

Sing a Christmas carol.

It may have been more than a quarter of a century ago that Mariah Carey’s “All I Want for Christmas is You” topped the charts, but it’s definitely still going strong—so much so that it’s even being banned in places, along with a one-play-a-night rule! Here’s a snapshot of where you’re most likely to hear the pop princess’ voice playing from a jukebox.

Who are Mariah’s biggest fans?

Americans are, hands down, the biggest lambily (what Mariah calls her fans) contingent and love Mariah’s “All I Want for Christmas is You” the most. Austrians and Danes come a close second and third, trumping their European counterparts.


of Danes love Mariah’s “All I Want for Christmas is You”.

1 in 10

men love Mariah’s “All I Want for Christmas is You” – slightly more than females.

Mariah is for year-round listening.

Look into an Austrian’s playlist in March and one time out of five you’re likely to find Mariah’s “All I Want for Christmas is You” on it – it’s their guilty pleasure.

1 in 5

Austrians think it’s acceptable to listen to Mariah Carey’s “All I Want for Christmas is You” all year round.


as many Klarna users listen to Mariah Carey’s “All I Want for Christmas is You” all year round as their guilty pleasure.

Christmas comes early!

You know it’s Christmas when Mariah Carey’s “All I Want for Christmas is You” is playing in every pub and store across the country–but is it really already the holidays if you hear the song played in early October? Let’s find out!

How early is too early?

While some listen to Mariah’s “All I Want for Christmas is You” completely at their leisure, the majority wait for the festive season to hit play. Americans lead the pack and start tuning in in early November, while Poles seem to be lagging behind and are the last to play the holiday tune.


as many LGBTQIA+ people think it’s acceptable to hear Mariah’s “All I Want for Christmas is You” as early as October.

1 in 5

Aries listen to Mariah’s “All I Want for Christmas is You” all year round – it’s their guilty pleasure.

Christmas music according to generations.

Mariah Carey’s “All I Want for Christmas is You” has become a fixture of the holiday season, and despite it being around for decades it’s still a tune that many croon. Is her appeal universal, and does it span continents and age groups? Let’s take a look!

How early is too early, the age group version.

It’s no secret that attitudes vary depending on how old you are or where you’re from – click on the tabs below to see how different countries revere the Queen of Christmas.

Gen Z

listens to All I Want for Christmas is You” earliest – in October.


of people start listening to “All I Want for Christmas is You” in early December.

That’s it for now!

Want to know more? Check out Klarna’s Festive Feels Report which takes a closer look at how identity impacts how we celebrate the holidays!

Welcome to Klarna’s Halloween Report! 🎃

Halloween is just around the corner. Notice the smell of pumpkin spice in the air? Whether you’re simply going to put a blanket over your head or you’re going all-out by wearing a three-piece costume, there’s no better time of year to dress up and show off your style. In this report, we look at Halloween trends across the globe and find out how people around the world are planning to dress up for the spooky season.

Let’s get spooky!


Klarna’s Halloween Survey was sent out online in collaboration with research agency Dynata to a representative sample of more than 18,000 consumers across 18 countries and three continents, with more than 1,000 respondents per country.

18 countries

18,000 consumers

3 continents

Dressing up for Halloween 👻

Getting ready for Halloween is an event itself so whether you’ve been busy brewing ideas or haven’t thought about your Halloween costume just yet, here’s the low-down on who’s fully committed to spooky season this year.

Who’s most likely to dress up?

Half of Americans are planning to dress up for Halloween this year—more than any other country. Let’s see who else is on the hunt for Halloween costumes across the globe!

1 in 4

people are planning to dress up for Halloween.


more Americans are planning to dress up for Halloween compared to the global average.

Age does matter!

Gen Z and Millennials are up to ten times more likely to dress up compared to older generations, but when it comes to gender the split is equal. In fact, the same number of males and females plan to dress up.

1 in 4

males and females would dress up for Halloween.


of Gen Xers are most likely to wear funny costumes compared to other generations.

Off to the fitting room!

When it comes to spooky season, putting a Halloween costume together is never an easy task. Do you want to come as a scary ghost, sexy nurse, or would you rather make someone laugh? Let’s take a look at what consumers around the globe are taking into the fitting room.

Halloween costume choice by country (in percent)

1 in 2

French respondents would choose a scary costume.

3 in 5

Austrians would choose a funny costume.

Sexy, scary or funny?

Globally, almost half of consumers surveyed said they would wear a funny costume, a third would go scary and a smaller number would go sexy. Below is more of what we found:

Halloween costume choice by age

Halloween costume choice by gender

Inspiration for Halloween costumes.

One of the most exciting parts of Halloween is figuring out what to wear. And inspiration can come from many different sources.

Movies, TV or social media? You decide!

Most consumers take inspiration from popular movies or TV shows, while others look to cultural icons, social media, or their own imagination.

1 in 2

is inspired by movies for their Halloween outfits.


more Poles would use their imagination compared to the global average.

1 in 2

Gen Z and millennials look to movies for inspiration.

1 in 4

Gen X ers are inspired by cultural icons.

That’s it for this time!

Want to know more? Check out Klarna Insights, a treasure trove of information on consumer behavior!