US e-com spend shifts to apparel, footwear during pandemic

10 Apr '20

2 min read

Pic: Shutterstock

US consumers are shifting their share of e-commerce spending toward apparel, footwear and accessories as the COVID-19 outbreak continues, according to Klarna, a global payments and shopping provider. Consumers are also taking advantage of payment options that give them the flexibility and control to buy stuff to help them get through `stay-at-home' periods.

The company, used by 7 million shoppers with 4,000 retail partners in the United States, analysed all the transactions made through its retail partners as well as through the Klarna app to identify what product categories Gen Zers, millennials and Gen Xers are shopping for most often using Klarna's flexible payment options.

"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,” said Klarna chief executive officer Sebastian Siemiatkowski in a press release.

Gen Z, millennial and Gen X consumers who use Klarna have increased their share of e-commerce spending on apparel, footwear and accessories as well as home and garden items, suggesting that they are focusing on personal comfort and creating home environments that will allow them to weather the next several weeks mostly indoors.

The home and garden category's share of all Klarna-enabled purchases also grew across all three age groups.

Fibre2Fashion News Desk (DS)

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