2021 has been a year of economic recovery and digital growth, especially after the crisis caused by the pandemic, so this festive season is expected to mark a milestone in sales rates. In this way, just a couple of days before the , the most anticipated moment of the year has arrived for both buyers and businesses.
Starting from the situation of last year, in addition to being a festive season with great participation, we are also facing an evolution in the purchasing culture. Thus, the platform for alternative payment solutions, has launched a complete analysis of the purchasing trends estimated for the end of this year.
A season marked by early purchase and higher expenses
According to the information recovered by Klarna from more than 2,000 consumers interviewed and the analysis of 9 million orders, one of the most marked trends this season is advance purchase. As evidence of this, we have seen a clear inclination for businesses to take Black Friday discounts more widely. That is, instead of offering discounts only on the last Friday of the month, Black Week or even Black Month campaigns have been carried out.
From this, up to 26% of consumers are more interested in generating their Christmas purchases in advance. With 65% of them especially willing to buy during Black Friday sales. This advance purchase trend is present, to a greater extent in the millennial population, with 1 out of 3 respondents stating that they will buy in advance. On the other hand, the impulse of electronic purchases that emerged in 2020 remains in force for this year, with 40% of those surveyed reaffirming their motivation to continue buying through digital channels.
In addition, the results have shown a willingness of consumers to spend more during this shopping season, which is associated with a greater interest in alternative payment methods that allow flexible and interest-free shopping. Thus, approximately 29% of Klarna shoppers intend to spend around €1,000 on your Christmas shopping. Of them, generation Z and millennials are the ones who top the list, with 37% and 32% respectively.
Purchases marked by social networks
Similarly, the study has determined a great influence of the purchase trends expected for this season. Thus, 89% of generation Z consumers make their purchases from publications seen on social networks. Therefore, network-focused sales strategies are considered a good option to attract traffic in younger communities.
The streaming purchases They are also shown as a factor of general interest in young buyers, with 61% of the Z community motivated to buy in this modality. Finally, this study presented by Klarna presents a fairly complete perspective on who will buy this season, how they will do it and what they are willing to buy, thus offering a better understanding of the market in a concise free study.
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