Klarna surveyed 24K+shoppers and analyzed 29MM+ to get a view of how consumers will spend this holiday season, providing actionable insights.

As a significant percentage of consumers plan to begin their holiday shopping early this year, brands should take note that this group plans to spend 16% more, on average, than those who start shopping later," said David Sykes, Head of North America, Klarna. "To entice these early birds, retailers should offer some of their best holiday promotions much sooner than usual, while keeping their eyes on Black Friday and Cyber Monday, which are poised to remain the biggest buying days of the season.

"Also noteworthy; shoppers with the biggest budgets are twice as likely to seek out flexible payment options, like Klarna's interest-free Pay in 4 solution. Whether shoppers are purchasing in store or online, 80% are expecting a seamless experience with convenient ways to pay,” Sykes added.

The Numbers:

• 34% of shoppers expect to spend more on gifts in 2021 than 2020.
• 53% who are planning to increase their budgets will do so by $101-$500, per the survey.
• 40% of US shoppers will start their holiday shopping earlier this year than they did last year. 22% have already begun, with another 22% planning to get started before Black Friday.
• 56% of shoppers plan to do the bulk of their buying online during Black Friday. Klarna users (67%) are even more inclined to go digital.
• Nearly 3X (+193%) shopped during Black Friday last year, compared to the average day in November 2020, surpassing Cyber Monday sales by 26%.
• 62% of respondents plan to shop with big-box retailers, followed by department stores (37%) and malls (34%).
• 71% of Gen Z and 69% of millennials say that they're interested in checking out livestream shopping events this season.
• Nearly half of US survey respondents (40%) said they plan to start their holiday shopping earlier this year, and 56% of shoppers plan to continue buying online during Black Friday.

Klarna Holiday Beauty Wish Lists:

Men

• Dior Sauvage Parfum
• Better & Better Fully Charged Toothpaste with Vitamins B12 & D3
• Jimmy Choo Man Eau de Toilette

Women

• Hada Labo Tokyo Anti-Aging Hydrator
• Glow Recipe Watermelon Glow Ultra-Fine Mist
• ColourPop Lil Ray of Sunshine Warm Toned Yellow Eyeshadow Palette

Gen Z

• Hada Labo Tokyo Anti-Aging Hydrator
• ColourPop Lil Ray of Sunshine Warm Toned Yellow Eyeshadow Palette
• LuLuLun Precious Hydrate Aging Skin, Beauty Face Mask

Millennials

• Glow Recipe Watermelon Glow Ultra-Fine Mist
• Chanel Chance Eau Tendre Eau de Toilette Spray
• Yves Saint Laurent Libre Eau de Parfum

Gen X

• Moon Juice Sex Dust
• Brooklyn Body Butter Natural Butter
• Chanel Rouge Allure Luminous Intense Lip Colour

Boomers

• Anastasia Beverly Hills Brow Wiz
• Aromatherapy Associates Ultimate Bath & Shower Oil Collection
• Wild Sage Carissa Color-Wash Soap Dish