Klarna's annual trends report shows that 'nostalgia' is the top shopping theme in 2022, as consumers turn to products that reflect more carefree times.
Today, Klarna, the global leader in retail banking, payments, and shopping, released its first annual report, “The Checkout,” revealing this year’s consumer trends. Based on the products shoppers around the world purchased in 2022, the report points to “nostalgia” as the dominant theme, with booming sales of products inspired by the 2000th century through to the early XNUMXs. Trend expert Agus Panzoni collaborated with Klarna on the study, which shows that nostalgia for a happier, more carefree time was the driving factor behind this theme.
Within the theme of “Nostalgia,” Klarna has clearly identified five global trends:
The first trend, " Vintage tech ", refers to products with simpler and more reliable technology, such as wired headphones, whose global sales in February 2022 increased by 317% compared to the average month in 2021, according to Klarna's Shopping Index, while flip phones increased by 81% in August.
« Hyper femininity ", which includes Barbiecore, Bimbocore and Balletcore, is the second trend, driven by increased sales of pink products (+126%, August), ballet flats (+93%, May) and diamond manicures (+55%, June).
The trend " Y2K » emerges from fashion articles from the early 2000s
The "Counter-Culture" trend and youth movements of the 80s, 90s and 2000s as well as musical genres such as gothic, grunge and pop-funk.
Finally, there is the trend " Regency Core » with styles inspired by the Victorian and Regency eras.
Agus Panzoni said : " Drawing inspiration from past eras isn't exactly new, but the nostalgic feel of this year's trends is incredible. In a rapidly changing world, people seem to have fled to seemingly safer territories... as an antidote to everyday life. It's clear that people are turning to products that remind them of happier, more carefree times. »
In France, the same trends are observed, but with some product differences. French buyers contributed to these trends locally, notably by purchasing vinyl records, for example, with sales up 98% in February 2022 compared to February of the previous year.
Carl Lindahl, a consumer behavior specialist at Klarna, explains: “ Klarna manages transactions for over 150 million users and some 450 merchants worldwide. Our collective purchases tell a story that goes beyond what we buy, and The Checkout is Klarna's first annual trends report, a good summary of the year and a way to share that story. »
Broader cultural moments are also helping to drive these shopping trends, Panzoni said, explaining: “Nostalgia trends are not only visible in our purchases, but also in pop culture; hyperfemininity in the upcoming Barbie movie, Regency Core thanks to the Netflix Bridgerton craze, and Counter Culture in the latest season of Stranger Things.”
The full report can be found in the current timetables.
Below are the top trending articles in 2022 globally (compared to an average month in 2021):
Top 5 – Vintage tech 1/ Wired headphones (+317% in February) – 2/ Vinyl (+144% in August) – 3/ Classic telephone (+81% in February) – 4/ Flip cell phone (+8% in August) – 1/ Turntable (+5% in September)
Top 5 – Hyper femininity 1/ Pink clothes (e.g., pink cargo pants). (+126% in August) – 2/ Jellyfish (+98% in June) – 3/ Ballet flats (+93% in May) – 4/ Mini skirt (+76% in September) – 5/ Nail diamonds (+55% in June)
Top 5 – Y2K 1/ Velour tracksuit (+134% in January) – 2/ Military pants (+113% in August) – 3/ Lip gloss (+83% in June) – 4/ Running sunglasses (+68% in August) – 5/ Claw clip (+57% in June)
Top 5 – Counter-Culture 1/ Skateboard (+143% in August) - 2/ Maxi skirt (+84% in July) - 3/ Thick-soled boots (+57% in September) - 4/ Eyeliner (+44% in August) - 5/ Transparent top (+44% in August)
Top 5 – Regency Core 1/ Corset (+117% in August) - 2/ Opera gloves (+56% in September) - 3/ Pearl Earrings (+50% in February) - 4/ Pearl Necklace (+32% in February) - 5/ Feather headband (+25% in September)
In France, the “Hyper-femininity” and “Counter-Culture” trends are clearly the most pronounced:
Top 4 – Hyper femininity 1/ Platform shoes (+431% in June) - 2/ Pink headband (+226% in April) - 3/ Glitter for the face and body (+135% in September) - 4/ Ballerinas (39% in April)
Top 4 – Counter-Culture 1/ Eyeliner (+501% in February) - 2/ Maxi skirt (+400% in May) - 3/ Sun-shaped earrings (+228% in July) - 4/ Leather perfecto (+167% in September).
The Klarna Shopping Index is calculated based on the number of items sold and reflects real-world trends, regardless of category sales growth. The information is based on online purchases with Klarna in the US, UK, Germany, Sweden, the Netherlands, Austria, Spain, France, Italy, Norway, and Finland from 2021 to September 2022.
About Klarna
Since 2005, Klarna has been revolutionizing the retail banking industry. With over 150 million active users and 2 million transactions per day, Klarna meets the evolving needs of consumers by saving them time and money while helping them stay informed and in control. Over 450 global retail partners, including H&M, Saks, Sephora, Macys, IKEA, Expedia Group, and Nike, have integrated Klarna's innovative technology to deliver a seamless shopping experience online and in-store. Klarna has over 000 employees and operates in 5 markets. For more information, visit www.klarna.com
André Tirlet
