Category: Seasonal Reports

2022 Holidays Unwrapped

The holidays are approaching fast – and if you’ve already put together a holiday budget and are ready to get a jump on filling your shopping baskets, you’re not alone. Budgeting and time-saving hacks are top of mind for most US consumers this year, with many saying they will be getting an even earlier this year to take advantage of sales and deals. Wondering why? Read on below, where we’ve broken out 2022 must-know shopping and payments trends. Happy exploring!

Methodology.

Klarna’s US Holiday Shopping Survey was in the field in September 2022. 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.

1,234 consumers

18-66 years old

Budgeting, apps and coupons: Hacking the shopping holidays

This holiday season, many will be looking to hack their holiday shopping using innovative tools and solutions to find budget-friendly gifts.

Tis the season to be shopping.

Almost 9 out of 10 Americans will be buying holiday gifts this season – and the younger generations are the most eager.

92%

of Gen Z’ers are planning to shop holiday gifts this season

Holiday gift spend.

More than 2 in 3 of shoppers will spend the same amount – or more – than last year, while budgets are tighter for about 1 in 4 shoppers.

68%

of shoppers plan to spend more or the same on holiday shopping this year compared to last year

31%

plan to spend more this holiday season.

9 out of 10 know approximately how much they will spend.

Shoppers have a clear idea about their spending limits for this holiday season.

$613

is the average holiday gift budget.

50%

of shoppers will spend between $250 and $1000.

Keeping their spending in check.

Deals and discounts will dictate what is found under Christmas tree this year: 2 in 3 Americans have already decided they will create a budget, and stick to it.

Budget-friendly is the name of the game.

Shoppers are looking to hack the holidays by prioritizing shopping for the essentials, embracing sales, and more.

75%

of Millennials are prioritizing budget-friendly items this shopping holidays season.

Hacking the shopping holidays.

Today’s savvy omnichannel shoppers are better equipped than ever to find the best prices, deals and offers. Here’s how.

62%

of Millennials will be using shopping apps, and 60% of Gen Z’ers say the same.

Millennials

will be using price comparison services the most, while Gen Z’ers will be using coupons more than others.

Holiday shopping begins now.

Holiday shoppers are off to another early start this year – but for new reasons.

Getting a head start.

Over two-thirds of shoppers will start their holiday shopping before Black Friday, signaling another early start to peak season sales.

42%

of shoppers are starting earlier than usual, and only 5% believe they will be starting later.

69%

of shoppers will have started their holiday shopping before Black Friday.

Already underway.

Every fourth shoppers has already started their holiday shopping.

1 in 4

have already started shopping for the holiday season.

75%

plan to start before December, while 16% have not yet made their plans.

But this year, shipping delays aren’t the only concern.

The top reason shoppers are planning to start filling their carts early this year is to take advantage of sales and deals (75%).

80%

of Millennials are shopping early to take advantage of sales and deals

Americans favorite shopping day.

Black Friday is the number one for holiday shoppers, shortly followed by Cyber Monday.

53%

plan to shop during Black Friday

45%

plan to shop during Cyber Monday.

Tis’ the season for omnichannel retail.

Shoppers are embracing both online and in-store channels this holiday season.

Shoppers will shop both online and in-store.

Browsing online and hitting the aisles in-store will be popular this year.

41%

of Millennials will be shopping mostly online, while only 21% say they will shop mostly in-store.

Gen Z’ers

are more likely to shop in-store, while Millennials and Gen X’ers believe they will make the bulk of their holiday shopping online this year.

Channel choices per retail category.

In most categories, there is no huge difference between online and in-store.

35%

will be shopping Fashion & Apparel online, and 34% say the same about in-store.

Retailers stand out by their prices, deals, and discounts.

When decided on where to shop, consumers are on the hunt for great prices, and deals & discounts both online and in-store.
Shoppers also care strongly about convenience, product quality, and more.

Video content reigns supreme for online shoppers.

Consumers are demanding more immersive and informative content this holiday season, with almost half saying they prefer video to static photos when shopping online.

2 in 3

of Gen Z’ers (65%) prefer dynamic imagery over static.

Big-box retailers are Americas go to, but discount stores are also more popular this year.

While Big-Box Retailers and Department Stores remain the top two most popular retail destinations for consumers this holiday season year over year, Discount Stores rose to the number 3 spot, underscoring the value of money saving strategies.

Navigating from discovery to purchase.

Shoppers are looking for inspiration – and differentiating features when deciding between brands and retailers.

55%

will be looking for interest-free flexible payment options this holiday season.

66%

of Millennials are interested in attending a live streamed shopping event.

80%

are open to shopping from new and emerging brands.

Shoppers <3 Fashion & Apparel.

Tis the season to be fashionable.

Apparel is in this holiday season.

Fashion is the most popular category to shop for this holiday season both online and in-store.

50%

of shoppers will be spending most on Fashion & Apparel.

Americas favorite brands.

There are two brands that stand out from the crowd, as clear favorites chosen by the majority of Americans in their respective categories

Nike

Nike is both #1 footwear brand, and the #1 fitness and sports brand that consumers are looking to splurge on this season.

Apple

Apple is the other biggest brand by size in their category with the majority of American shoppers looking to buy Apple products for the holidays.

And that’s that.

Thirsty for more knowledge?

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

Get started with Klarna for free.

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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!

Methodology.

Klarna research occurred in May/August 2022, in cooperation with Dynata and across 11 countries (US, UK, Australia, Sweden, Norway, Finland, Denmark, Italy, France, Germany and Poland). The survey includes a minimum of 1,000 respondents in each country. In total, 8,114 consumers ages 18 to 75 participated.

11 countries

12,197 consumers

Leisure activities & meditation.

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

Most common activities to recharge/relax.

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

Meditation

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

Reading

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

3x more

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

Starting meditation.

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

37%

of UK consumers have started meditating by reading websites online.

3 in 10

Danish consumers have started meditation through therapist recommendation.

Benefits of meditation.

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

35%

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

37%

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

How often do you meditate?

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

18 days

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

Finns

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

Top items for mindfulness activities.

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

Food and Beverages

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

Candle & Oil diffusers

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

Plant parenting.

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

Owning houseplants.

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

8 in 10

Polish 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.

8 in 10

Spanish and Polish consumers consider themselves as plant-parents

3 in 5

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

An increased interest post-pandemic.

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

9 in 10

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

7 in 10

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

Main benefits of houseplants.

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

Improving the design of one’s home

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

Aesthetics

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

Talking to plants.

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

French

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

Danish

plant-owners talk to their plants the least (40%).

Pet-ownership.

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

New pet-owners.

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

3 in 5

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

3 in 5

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

Finding pets, explained.

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

Half of Finnish pet-owners

have gotten their pet via a private seller

Animal shelter

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

Benefits of having a pet.

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

Boosting one’s mood

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

3 in 5

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

The pet social-media universe.

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

45%

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

1 in 2

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

What’s cooking.

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

More cooking at home.

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

US consumers

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

90%

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

Top cooking practices.

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

1 in 4

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

52%

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

Sources of inspirations for cooking.

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

40%

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

40%

of US consumers get inspired through friends and acquaintances.

Vitamins power.

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

Types of dietary supplements.

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

And that’s that.

Thirsty for more knowledge?

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

A deep dive into Fashion trends.

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

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

Happy exploring!

Methodology.

Klarna research occurred in May/August 2022, in cooperation with Dynata and across 11 countries (US, UK, Australia, Sweden, Norway, Finland, Denmark, Italy, France, Germany and Poland). The survey includes a minimum of 1,000 respondents in each country. In total, 8,114 consumers ages 18 to 75 participated.

11 countries

12,197 consumers

Music festival fashion.

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

Music festival revival.

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

Americans

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

Gen Zers

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

Festival-goer outfits.

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

Streetwear

is the most popular fashion look for festival goers.

4 in 10

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

The must-have accessories.

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

Original sunglasses

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

Chunky shoes

are most popular among Danish festival goers.

Catwalk calling.

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

High interest in Fashion weeks.

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

7 in 10

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

1 in 2

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

NYFW.

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

New York

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

UK and Finnish

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

Paris Fashion week

is most researched by Norwegian consumers interested in fashion.

The power of social media.

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

Types of items purchased inspired by catwalks.

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

Shoes, dresses and jewelry

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

Bags

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

Is the virtual catwalk the future?

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

8 in 10

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

UK consumers

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

Fashion moving into the Metaverse.

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

A Metaverse mindset.

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

3 in 5

consumers have already heard of the Metaverse.

Brits

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

The fashion of tomorrow.

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

3 in 5

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

18%

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

Moving into the digital realm.

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

3 in 4

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

Americans

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

Trying clothes virtually.

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

7 in 10

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

US consumers

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

Gender-fluid fashion.

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

The rise of gender-fluid clothing.

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

3 in 10

 have already purchased a fashion item outside their gender identity.

1 in 2

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

Breaking the binary.

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

Nearly 1 in 2

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

A quarter of

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

A trend here to stay.

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

7 in 10

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

Spanish

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

Comfort as key consideration.

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

Comfort + Design

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

A quarter of

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

It’s all about personality.

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

Personality

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

Functionality

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

Black, grey and white.

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

Neutrals

 are the most popular choice of color clothing.

40%

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

And that’s that.

Thirsty for more knowledge?

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

A deep dive into Travel & Outdoor Activities.

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

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

Happy exploring!

Methodology.

Klarna research occurred in cooperation with Dynata, in May/August 2022 across 10 countries (US, UK, Australia, Sweden, Norway, Finland, Denmark, Italy, Spain, France). The survey includes a minimum of 1,000 respondents in each country. In total, 10,152 consumers ages 18 to 75 participated.

10 countries

10,152 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 Italians and Spanish 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.

Spanish travelers

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

Packing suitcases.

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

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

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

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

Main activities when travelling.

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

4 in 10

travelers state they plan their activities ahead of their travels.

Finns

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

Swedish and Danes

like to plan their outfits the most.

Outdoor aspirations.

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

Outdoor recreation matters.

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

3 in 5

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

Finns

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

Outdoor activities in trend.

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

Hiking, Cycling and Fishing

remain the top most planned outdoor activities this summer.

Cycling

is the most popular in Finland.

Hiking

is the most popular in Norway and Denmark

Rise of outdoor activities compared to last year.

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

43%

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

Americans

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

American Gen Xers

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

Prioritising mental and physical wellbeing.

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

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

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

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

Swimwear trends.

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

Fit and price as main factors.

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

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

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

Types of swimwear according to gender.

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

Sustainable swimwear.

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

17%

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

A swimwear made without using harmful chemicals

is most important for Danish shoppers.

Skinny dipping – yay or nay?

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

Over 1 in 2

respondents are against trying skinny dipping in the coming months

1 in 4

state they will definitely go skinny dipping.

3 in 10

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

And that’s that.

Thirsty for more knowledge?

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