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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!


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.


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


 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.


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. 


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


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.


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.


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.


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


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


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.


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,


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.


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?


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


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!


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.


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.


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.


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.


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.


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.


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


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.


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.


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


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?


 are the most popular choice of color clothing.


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!


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.


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.


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.


is the most popular in Finland.


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.


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


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.


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.

Last minute shoppers.

The holidays are about coming together and finding time with our nearest and dearest ones. And the festive season is also about gifts—both receiving and giving them.

With less than 2 weeks remaining, have American shoppers completed their shopping list way in advance, or are they scrambling at the last minute to buy holiday gifts?

We asked them to find out.


Klarna’s Last Minute Survey was in the field between December 10 and 12, 2021. The research was conducted in collaboration with research agency Dynata, and more than 1,000 respondents aged 18+ in the US participated in the survey. The sample size is nationally representative, including both Klarna users and non-Klarna users.

1,008 US consumers

18-75 years old

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.

Christmas countdown – Most Americans are not done yet.

Whether shopping for a colleague you barely know or your most beloved friends, the desperate search for a last-minute holiday gift is enough to lessen anyone’s Christmas spirit.

89% of Americans are still shopping.

Nearly all shoppers still have items on their list that need to be crossed off, even as the holiday shopping days are dwindling down. A lucky few say they’re completely done, while 89% of people are still shopping. If you have a Millennial likely to be shopping for you, now’s a good time to send them some clear insights into what you want, they’re the generation with the most remaining items to buy.


still have items to cross off their shopping lists in the days to come.


Millennials have the most remaining items to find, with increasingly little time to navigate stock shortages and potential replacement items.

Americans have 40% of their Christmas shopping left to do.

Much of the shopping is already done—but is the glass half full or half empty, almost half of the items on the average American’s shopping list still are waiting to get crossed off.


of the holiday gift shopping is already done on average—meaning that almost half—40%—remains to be done in the coming few weeks. It is the younger generations in particular who have an increasingly large share of their shopping still needing to be done as Christmas fast approaches.

1 out of 5 people are currently behind where they were at the same time last year. 

Christmas falls on the same day every year, and yet it always seems to appear out of nowhere. How are people getting on with their shopping list compared to last year?

1 out of 3

 are ahead with their holiday shopping compared to last year. This is especially true for men and Millennials (37%).

Gen Zers

this year are the generation who procrastinates the most, falling behind their shopping behavior last year more so than other generations.

Later, skaters.

While some folks knock out their shopping list as soon as autumn ends, many still find themselves rushing to the shops. Here’s the low-down on the main reasons behind last-minute shopping.

Gen Zers

have been more affected by stock shortages (28%) compared to the average US shoppers (20%). They are also more affected by getting a late start compared to their own shopping plans (47%) than others (35%).

39% of Americans plan to spend more this year.

Most shoppers are looking to spend more on their holiday shopping this year compared to last year. And it is especially the younger generations who are looking to expand their shopping list this Christmas.

1 out of 2

Gen Z (53%) will increase their spending this holiday season compared to last year.


 will increase their spending while women will spend roughly the same compared to last year

Last minute shopping.

The few shoppers that are already done with their shopping list may be lucky ones—or the most organized. However, good news for the vast majority of shoppers still shopping is that stores remain open and there are plenty of sources for inspiration to help guide you to the perfect holiday gift.

Last minute shopping lists.

When it comes to holiday shopping, the choice of gifts is wide. Would you rather give a physical product, a pre-owned item or a gift card? Let’s take a look at what are the most popular types of items shopped last minute.


of people are looking to buy new products—while only 12% will consider pre-owned. Gen Z are more than 3 times more likely (17%) to look for pre-owned items as compared to Baby Boomers (5%).


will be buying gift cards instead of specific items. Baby Boomers (58%) are slightly more likely to do so compared to Gen Zers (52%).

Most sought after product categories.

Searching for holiday gifts can be a real hassle for last-minute shoppers. For the procrastinators and the people stuck and unsure what to get, check out what product categories American shoppers decide to spend the most for their ultimate holiday purchases.


is the product category where shoppers will spend the most.


as many (22%) women will spend most of their shopping budgets on Children’s products as compared to men (11%).

Big-box retailers and online marketplaces top the lists for last minute shoppers.

With increasingly little time to go, shoppers are turning to the biggest retailers for their remainder of their shopping needs.

7 out of 10

are planning to do the remaining holiday gift shopping at big-box retailers.

1 out of 4

will be looking to buy from small businesses.

Most important factors when shopping online and in-store.

Instant availability or low price points? The most important purchasing factors for online and in-store varies for last minute shoppers.


is the most prominent deciding factor when shopping online for last minute shoppers—but it’s only the same for 24% for those considering in-store.

Delivery speed

is the most important factor for in-store shoppers.

Finding inspiration for last minute gifts.

One of the most challenging parts of holiday shopping is figuring out what to buy for loved ones. And inspiration can (and needs to) come from many sources. 

Friends & family

is the main source of inspiration for US shoppers (52%). This is consistent across generations.

Retail apps

are more often (24%) consulted for shopping inspiration than social media influencers (19%).

Super Saturday.

Super Saturday (also referred to as Panic Saturday), is the last Saturday before Christmas, and signals the end of the shopping season. As one of the biggest shopping days of the year, Super Saturday represents the last opportunity for procrastinators to check items off their gift lists.

Super Saturday—an oasis for last minute shoppers.

As panic sets in ahead of Christmas, American shoppers have one last shopping day to find last-minute shopping gifts. Let’s find out who, across demographics, are most likely  to shop during one of the busiest shopping days.


of Americans are planning to shop on Super Saturday.


are the most eager to shop on Super Saturday. About twice as many Millennials (63%) are planning to shop compared to Baby Boomers (34%).

Super Saturday’s store of choice.

Super Saturday represents the very last day before Christmas comes in full force. Are last-minute shoppers rushing to the stores, or finishing off their lists in the comfort of their living room?

Only 1 out of 5

Millennials (22%) will be shopping mostly in-store for Super Saturday—while twice as many (43%) will be shopping mostly online.

Gen Z

is shopping online to an even further extent—45% will be shopping from the comfort of their own homes while 33% will be going in-store.

Stock shortages and emergency solutions.

Desperate times call for desperate measures. What are shoppers supposed to do when the perfect item has been identified, but the shelves are empty?

Stock shortages.

During a time with severe logistic challenges and shortages of raw materials for manufacturers, many shoppers have encountered unpleasant surprises in their hunt for the perfect gift. And it won’t get any better for last minute shoppers in the run-up to Christmas.


of shoppers have encountered issues with stock shortages—only 19% have found all the items they have been looking for so far.


is the category with most challenges—1 out of 3 shoppers have experienced stock shortages.

Emergency solutions.

Shoppers experiencing the trials and tribulations of empty aisles have different solutions to product unavailability. The challenge remains the same—is it acceptable to wait until after Christmas, or do you find something else?

Gift cards

are a popular solution—42% of shoppers will opt to leave it up to the receiver to choose a replacement item.

Replacement items

are equally popular—42% will instead be buying a similar product to put under the Christmas tree.

After Christmas sales.

The holidays may be the most wonderful time of the year, but the days following Christmas are the second-most wonderful time for another reason— the after-Christmas sales!

3 in 5 people are still planning to shop after Christmas.

Many retailers offer product deals and discounts from the 26th through the end of the year, which is great news for smart shoppers. Let’s find out who is planning to shop in the After-Christmas sales, and how that compares to last year.


are planning to shop during the after Christmas sales this year, compared to only 49% last year.

7 in 10

Millennials are planning to shop during that period—they are the most likely to do so.

74% of Americans plan to shop after Christmas to make a bargain.

The deals don’t stop after the holidays and savvy shoppers know that after the holidays stores are looking to unload extra inventory and are ready to cut deals.

3 in 4

American shoppers are planning to shop after Christmas-sales in order to make a bargain.


of Gen Zers are still looking to buy Christmas gifts.

Most sought after product categories.

Having enjoyed the magic of the season and the time spent with family and loved ones, Americans are also getting excited by After-Christmas sales, as many brands offer product discounts. Check out the product categories where shoppers are expecting to spend during this year’s After-Christmas sales.


shoppers will mainly buy apparel during the after Christmas sales, compared to only 42% of men.


shoppers will mainly buy electronics during the after Christmas sales, compared to only 41% of women.

Shopping online or in-store.

The choice of shopping channels for the After-Christmas sales varies according to demographics and gender.

Only 16%

of Baby Boomers will mostly shop online, while three times more will go in physical stores.

Gen Z

is the generation planning on shopping online for After Christmas the most sales—47% will be shopping from the comfort of their home, while 20% will go to the shops.

Most important factors when shopping online and in-store.

With a bit of forward-planning, the After-Christmas sales can be a joy for shoppers and a perfect time to score some great deals. Here are US shoppers’ main reasons to shop online and in stores.

Online shopping map.

In this section you will find regular updates on the developments based on shopping data from Klarna. This section will be updated during the rest of December.

The online shopping map.

Click on the tabs below to see where people shop the most online per capita 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.

10 – 26 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!

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.



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.


  • 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.


  • 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.


  • 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.


  • 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.


  • 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.


  • 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.


  • 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.


  • 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