Klarna shows COVID-19 related shift in purchases toward health, beauty


A study from Klarna Bank AB, a challenger bank and e-commerce platform that offers installment financing at the POS, reveals consumers are shifting purchases from apparel and footwear to health, beauty and leisure items amid the COVID-19 outbreak. 

Klarna also released traffic data showing 1.1 million monthly active app users in the U.S., as well as more first-quarter app users than users during the fourth-quarter 2019 holiday season. The company said daily app users hit an all-time high on April 2, according to a press release.

“For retailers and brands, this week’s data may indicate that shoppers are choosing to buy items such as skincare and things like jigsaw puzzles and craft materials, now that they have already purchased the comfortable clothes they need to get through this work at home period,” Klarna CEO Sebastian Siemiatkowski said in the release. “Our data also show that consumers are more interested than ever in using payment options that give them more flexibility and control over their finances during these uncertain times.”

Topics: Coronavirus / COVID-19, Consumer Behavior

Companies: Klarna Bank AB

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