Klarna in focus
Mar 16, 20213 min read

Top of the carts: latest shopping trends.

Klarna K logo on pink background

by Klarna

Klarna’s retro-inspired AR game on Instagram reveals all.

Smoooth shoppers listen up, the stats are in and Klarna wants to share it all, (plus a bit more).

Our data  has revealed what beauty, fashion, footwear, and gaming items are Top of the Carts. But what shaped what we shop?

In our latest campaign we unveil the stories of how the most popular items made it into our shopping carts and hearts through a specially-created, retro-inspired AR-games on Instagram – there is one game for each trend. In the game, players blink their eyes to move their shopping cart and collect coins – the 3 highest scores in each environment win!

Each game is inspired by the trend itself and is designed in a retro 8-bit world, mixed with contemporary design elements. Shoppers can play to win $3,450 worth of trending products by playing the game – Top of the Carts.

So, what made it to the top of the Aussie carts from each of the categories?

  • In Fashion, loungewear purchases in the app increased by a hundred per cent between March and April and after the premiere of the Paris Hilton documentary “This is Paris,” there was a 59% increase in wish-listed velour sets.
  • For the Gamers, searches for puzzles increased by 134% between October and November. One gaming item was wish-listed more than any other this year: the PlayStation 5. The console surpassed all other products across every category, becoming the year’s most wish-listed gaming item.
  • Sneakerheads’ most wish-listed sneaker of the year was Nike Air Force 1s, followed by Nike Air Jordan 1s, thanks to the Michael Jordan docuseries “The Last Dance.”
  • Beauty lovers, eyeliner searches went up 322% after the Queen’s Gambit premiered in October, while face masks and serums were the most clicked beauty products in our app.

By comparing Klarna’s data with popular cultural trends, several of the trends’ origins were traced. “Pop culture phenomena have the ability to create trends that spread worldwide, and the effects of these trends are very clear in our data. In connection to Netflix’s hit series The Queen’s Gambit, for example, we saw that eyeliner searches more than quadrupled”, says David Sandström, Klarna’s chief marketing officer.

Head of Marketing for Klarna Australia Andrea Darling said: “Why just talk about shopping trends when you can celebrate them and immerse yourself in them? Klarna is all about innovation and surprising with everything we do. This is a really fun way for consumers to engage with some fantastic brands while they are experiencing Klarna’s universe.”

Retailers involved in the game include Beautopia, Kogan.com, Cotton On Body and JD Sports.

Wish lists have proven to be a hugely popular feature amongst Klarna’s smoooth shoppers over the last few months; with over 100,000 wish lists created since the feature became available in Australia in 2020.

The Top of the Carts campaign was co-created by the Klarna in-house team and agency House of Radon. Visit the Klarna Australia Instagram on mobile to play the game.