NEW YORK, May 8, 2020 /PRNewswire/ -- Klarna, a leading global payments and shopping provider, today released new data showing that women's ready-to-wear clothing saw a 20% week-over-week rise in average daily transactions made through the Klarna app, which allows consumers to shop at any online store. In addition, average daily transaction volumes for jewelry continued on an upward trend, rising by 35% week over week in the week ended May 2.
"As various states loosen their stay-at-home orders and more people begin to return to work, our data suggest that female consumers may be looking to refresh their closets with in-season ready-to-wear apparel," said David Sykes, Head of US at Klarna. "Another interesting trend our data is revealing is that jewelry transactions are continuing to trend upward, rising by 35% week over week. That may indicate that consumers are treating themselves, or perhaps their loved ones, to little luxuries in the midst of the ongoing pandemic."
Aside from analyzing average daily volumes to identify simple increases and decreases in category transactions week to week, Klarna has also been analyzing share of wallet-or how its app users are dividing their spending among different shopping categories-to identify what product categories Gen Zers, millennials and Gen Xers are shopping for most often using Klarna's flexible payment options and how their e-commerce spending is shifting as the coronavirus crisis continues.
Klarna's most recent demographic data show that from April 25 through May 2, Gen Z and millennial Klarna app users increased their share of spending on apparel, footwear and accessories for the third week in a row. The jewelry subcategory, which saw 35% week-over-week transaction growth, also saw average order value tick up 4% to $154 in the week ended May 2 from $148 the previous week.
Over the coming weeks, Klarna, which serves 7 million consumers in the US and 85 million consumers globally, will continue to analyze transaction data weekly to identify how the coronavirus outbreak is affecting e-commerce and consumer shopping behavior.
Other Key Findings
Klarna analyzed purchase volumes for items bought through the Klarna app, which allows consumers to shop at any online store, for the weeks of April 26-May 2, April 19-25, April 12-18, April 5-11, March 29-April 4, March 22-28, March 15-21 and for an average week based on the five-week period covering February 1-March 7, 2020. The data were distributed as share of total, and did not account for any increases or decreases of volume within any of the age groups analyzed-Gen Zers ages 18 and older (born 1997-2002), millennials (born 1981-1996) and Gen Xers (born 1965-1980). The data indicate only the distribution of purchase volumes among the following categories for each age group:
We make shopping smooth. With Klarna, consumers can buy now and pay later, so they can get what they need today. Klarna's offering to consumers and retailers includes payments, social shopping and personal finances. Over 200,000 merchants, including H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike and AliExpress, have enabled Klarna's innovative shopping experience online and in-store. Klarna is the most highly valued fintech in Europe, with a valuation of $5.5 billion, and one of the largest private fintechs globally. Klarna was founded in 2005, has over 3,000 employees and is active in 17 countries. Klarna's North American offices are in Columbus, Ohio; Los Angeles; and New York. Klarna Credit is issued by WebBank, member FDIC.
For more information, visit klarna.com.
Berns Communications Group
Michael McMullan/Danielle Poggi
[email protected]/[email protected]
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SOURCE Klarna Bank AB (publ)