US shoppers shifted spending toward apparel while on lockdown

Klarna managed to identify what product categories Gen Zers, Millennials, and Gen Xers are shopping for most

US shoppers

US shoppers shifted spending toward apparel while on lockdown. Source:

Klarna discovered that American consumers are shifting their share of e-commerce spending toward apparel, footwear, and accessories during the lockdown.

The report is suggesting they are probably focusing on personal comfort. This way, they are creating home environments that will allow them to spend the next weeks mostly indoors.

As to the statistics, the apparel category’s share of purchases among Gen Zers, Millennials, and Gen Xers was 18%, 13%, and 4% respectively.

We’ve found that US consumers are really focusing their e-commerce shopping on clothing, shoes, and accessories as they weather this difficult period. For retailers and brands, the data may indicate that shoppers are choosing to buy comfortable items to work from home in as well as workout wear that will get them through the next several weeks of exercising in their living rooms. Consumers are also taking advantage of payment options that give them the flexibility and control to buy the things they need and that will help them get through ‘stay-at-home’ periods
Sebastian Siemiatkowski, Klarna CEO

Besides, the home and garden category share of all purchases grew among these 3 age groups as well, growing by 9%. But at the same time, interest in leisure, sport and hobby products across Gen Zers, Millennials, and Gen Xers fell, as of the end of March.


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