Leading global payments and shopping provider, Klarna, has released its The State of Smoooth: 2021 Reopening Insights Report exploring the current state of shopper preferences in the U.S. across the fashion and apparel, beauty and wellness, events, fitness and outdoor, and travel sectors. Insights were compiled from consumer surveys as well as Klarna’s proprietary shopping and app data and is designed to equip retailers and brands with the information they need to meet consumer’s evolving demands for the second half of 2021.

In the Beauty and Wellness category, while consumers embraced online shopping during lockdown, Klarna’s data shows that the preference towards shopping for beauty items in-store beginning to return. In May, more people bought beauty products in physical stores (42%) than online (28%). This was up significantly compared to numbers in March, when the number of people who shopped in physical stores was equal to those buying online (26%). Additionally, with more opportunities to get out and gather in person, nearly three-quarters (74%) of shoppers plan to spend more money on makeup than they did throughout lockdown. Notably, consumers are ready to say goodbye to DIY. The top at-home regimens respondents plan to discontinue when the country fully reopens include mani/pedi (57%), hair cut (54%), waxing (53%) and facials (50%).

In Fashion and Apparel 89% of shoppers plan to spend more money on clothes now than they did throughout the pandemic, with one-third (33%) intending to spend $100–$250 more each month. Meanwhile, when it comes to Events, 69% of shoppers plan to attend in-person events within the next 6 months, and 70% are willing to spend more money to have great in-person experiences now compared to prior to the pandemic. In, Travel, 83% of shoppers plan to travel over the next 6 months, and more than three-quarters (78%) will be flying. And, when it comes to Outdoor and Fitness 86% of shoppers who worked out at home during the pandemic say they’ll continue to do so even as gyms and fitness centers reopen. For those headed back to the gym, nearly two-thirds (64%) say they need new fitness apparel ASAP.

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