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Klarna Consumer Trend Report: What did People Buy in 2023?

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Klarna released its 2023 consumer trend report revealing what products sold the most online across Europe and the USA.

Klarna, the AI-powered payments network, and shopping assistant, released its second annual trend report, ‘The Checkout‘, which provides a review of consumer trends over the past year.

The information was collected from online purchases with Klarna in the US, UK, Germany, Sweden, Spain, France, Italy, and Poland from January 2023 to September 2023.

Several consumer trends were identified including:

1. Fandom Fashion

Based on products shoppers checked out of their shopping carts in 2023, the report identified ‘Fandom Fashion‘ as one of the top themes of the year, driven by the year’s most dominant pop culture moments including Beyoncé’s Renaissance Tour, Taylor Swift’s Eras Tour and the Barbie movie.

  • Tied to ‘Fandom Fashion’ Klarna identified an increase in purchases of friendship bracelet kits and fringe dresses compared to the start of the year, a direct tie to the bracelet-trading trend and fashion seen at Taylor Swift’s Tours.
  • There was an increase in purchases of rhinestone cowboy hats due to styles at Beyoncé’s Renaissance Tour;
  • There was an increase in pink luggage and pink nail polish after the Barbie movie.

“Fashion and beauty have always played a central role in live music performances simply because it adds an extra dimension to the music. This year’s music tours and blockbuster hits are all examples of how artists set the trends for their millions of fans. These are pop culture moments that make fashion history.” – says Klarna’s Fashion Director, Emilia de Poret

Top 7 – Fandom Fashion

The global top lists of trending items in specific months in 2023 (compared to January 2023): 

  1. Rhinestone Cowboy Hat (+1601% in Aug 2023)
  2. Pink Luggage (+254% in Aug 2023)
  3. Beaded Jewelry (+157% in Aug 2023)
  4. Tennis Skirt (+152% in June 2023)
  5. Pink Nail Polish (+146% in Set 2023)
  6. Liquid Glitter Eyeshadow (+82% in May 2023)
  7. Friendship Bracelets (+52% in Sept 2023)

2. Interior Expressionism

There was a global increase in consumer spending on home decor items throughout the year.

It was hard to let go of the ‘greige’ color, which has been the hallmark of interior design for the past decade. But in 2023, the world collectively decided to spice up their interiors. Rich pops of color, wavy mirrors, checkered blankets, and geometric candles have turned living spaces into eye candy, marking a 180-degree pivot from our minimalist past.

Top 5 – Interior Expressionism

  1. Wavy 70s-Inspired Mirror (+614% in Aug 2023)
  2. Decorative Pillow (+413% in Sept 2023)
  3. Geometric-Shaped Candle (+274% in Sept 2023)
  4. Checkered Blanket (+202% in Sept 2023)
  5. Striped Rug (+90% in June 2023)

3. Host with the Most

The final theme in Klarna’s report, ‘Host With the Most’, captures the growing interest in at-home entertainment.

People are taking the Danish cozy concept of ‘hygge’ to a whole new level. And they’re not doing it alone, choosing to host others at home, upping their game with charming dinner settings, and even investing in film projectors for communal movie nights. From every kind of ice bucket imaginable to scented oil diffusers and sustainable glass straws, no detail was spared.

Top 5 – Host With The Most

  1. Ice Bucket (+175% in March 2023)
  2. Glass Straws (+107% in Aug 2023)
  3. Essential Oil Diffuser (+93% in Sept 2023)
  4. Bottle Opener (+89% in May 2023)
  5. Mini Projector (+84% in Sept 2023)

About Klarna 

Since 2005 Klarna has been on a mission to accelerate commerce with consumer needs at the heart of it.

With over 150 million global active users and 2 million transactions per day, Klarna’s fair, sustainable, and AI-powered payment and shopping solutions are revolutionizing the way people shop and pay online and in-store, empowering consumers to shop smarter with greater confidence and convenience.

More than 500,000 global retailers integrate Klarna’s innovative technology and marketing solutions to drive growth and loyalty, including H&M, Saks, Sephora, Macy’s, Ikea, Expedia Group, Nike, and Airbnb.

For more information, visit Klarna.com.

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