Klarna highlights shifting mindsets of UK consumers during coronavirus crisis

A report from buy now, pay later specialist Klarna shows how UK consumer purchasing habits have evolved while under coronavirus lockdown.

The company analysed all the transactions made through its 5,000+ UK retail partners.

Purchases within the home and garden category spiked during lockdown and have continued to rise week-on-week across all age demographics. Health and beauty spending peaked during the first and second weeks of lockdown but levelled out as Brits got used to working from home.

Meanwhile, the share of spending on clothing and shoes rose rapidly in the second week of March, but decreased as social distancing restrictions came in.

Luke Griffiths, General Manager at Klarna UK, comments: “It’s amazing to see how e-commerce purchasing habits have evolved significantly during the period of just a few short weeks. For retailers and brands, our data may indicate an early emphasis on leisure, sport and hobbies and health and beauty as consumers chose to buy comfort items to work from home in, as well as workout wear to keep them fit and exercising in their living rooms.”

“The trend skews clearly towards consumers adapting to a longer period of lockdown and life at home in the summer, with the focus moving towards kitting out homes and gardens. Whilst the last week in April and the spell of wet weather saw further indoor activities being explored. Consumers are also taking advantage of flexible online payment options that offer greater control and can help them through this ‘stay-at-home’ period.”