Klarna , the leading global
payments provider and shopping service, today released new holiday
shopping data that indicates shoppers in the US shifted their share of
e-commerce spending towards the leisure, sports & hobby and home
& garden categories in the week ahead of Thanksgiving ( November
16-22 ). Analyzing transactions made through the Klarna app, which
allows consumers to shop from any online store, Klarna also identified
the most-shopped categories among US Gen Zers, Millennials, Gen Xers and
Baby Boomers leading up to Black Friday.
"US shoppers are focusing more on
leisure, sports, and home goods purchases as we approach Thanksgiving
and Black Friday," said David Sykes , Head of US at Klarna. "Klarna's
new data also indicates that younger shoppers are taking advantage of
mobile shopping and flexible payment options to purchase home supplies,
appliances and furniture. This spending shift may reflect an increase in
the number of consumers planning to cook and bake for Thanksgiving – a
holiday that many younger households will be celebrating on their own
this year due to safety concerns amid the ongoing pandemic."
KEY FINDINGS
-
The leisure, sports & hobby
category saw 6% week-over-week growth in share of wallet across all
generations in the week ended November 22 , with the most-shopped
retailers being book stores, sporting goods stores, and gift card and
souvenir shops. This growth was especially pronounced among Millennials
(up 6%), Baby Boomers (up 7%) and Gen Xers (up 6%).
-
The home and garden category's
share of wallet also grew by 11% across all four generations, with the
most-shopped retailers being furniture, home supply and household
appliance stores. This growth was especially pronounced among
Millennials (up 13%), Baby Boomers (up 13%) and Gen Xers (up 11%).
-
Gen Zers and Gen Xers shifted more
of their spending toward the health and beauty category, increasing
their share of wallet spent on these items by 12% and 2%, respectively,
week-over-week. Meanwhile, share of wallet spent on this category fell
among Millennials (down 4%) and Boomers (down 17%).
-
Shoppers were divided on
electronics during the week ended November 22 . Boomers and Gen Xers
shifted more of their spending towards the category, increasing their
share of wallet spent on electronics by 17% and 8%, respectively,
week-over-week. Electronics were less of a spending priority for Gen Z
shoppers, with their share of wallet spent on the category falling by
8%.
-
All generations shifted spending
away from the marketplace category, which registered a 5% drop in share
of wallet week-over-week.
*The new is extracted from and original published on PR Newswire, all rights belong to it.
