Healthy better than wealthy: Klarna reveals consumers’ preferences

This survey has been conducted in order to help retailers best prepare for the Q4 2020 holiday selling season


Healthy better than wealthy: Klarna reveals consumers’ preferences. Source:

Klarna has published a survey revealing that 79% of consumers would prefer to be healthy over wealthy this holiday season.

According to data, the majority of consumers plan to turn to friends and family rather than influencers for holiday shopping advice.

Meanwhile, 38% of Gen Zers are most likely to buy presents for themselves as a treat this holiday season. 64% of them are going to spend on electronics, whereas 55% and 49% are most likely to spend on gaming and entertainment.

While consumer priorities are shifting around how and what they shop for, brands are anxiously looking to the holiday season to make up for lost time. We’re excited to share this new data and offer retailers the insights, guidance, and support they’re looking for in order to best prepare for a successful fourth quarter—especially as they navigate these uncertain times
David Sykes, Head of US at Klarna

The implication for retailers and brands is that health and wellness will be top of mind for consumers this holiday. What is more,  messaging and promotions related to self-care products are likely to resonate with shoppers across age groups.

We’ve reported that 68% of Gen Zers would choose a career in gaming over becoming a lawyer, meanwhile 58% over being a medical worker.


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