Festive Feels: How identity impacts the way we celebrate the festive season.

A 2021 global consumer insights report by Klarna.

Behind every opened present is a different type of purchaser.

At Klarna, we build products for every shopper. And to provide our shoppers with a smoooth experience, we have to get to know them. So this year, we commissioned a study to see how people around the world actually feel about the festive season.


Our results identified 5 distinct festive personas, along with some thought-provoking insights into the beliefs and behaviors shared among groups.

The Enthusiast

The Enthusiast

The one who absolutely lives for all-things-festive.

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Master of Festivities

Master of Festivities.

The social butterfly who buys lots and lots of gifts.

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The Gatherer

The Gatherer.

The one who loves spending the festive season with their family.

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The Pragmatist

The Pragmatist.

The sensible one who gets things done during the festive season.

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The Nay-Sleigher

The Nay-Sleigher.

The one who isn’t particularly festive.

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Fun facts.

How are shopping behaviors informed by specific attributes of our identity? We surveyed over 18,000 people in 18 countries, and here are some of the interesting things we found:

3 in 10

3 in 10 males and females plan on buying new outfits for the festive season.


68% of Poles love shopping for gifts — way more than other nationalities.


23% of Danes would secretly return an unwanted gift.

1 in 2

1 in 2 LGBTQIA+ want their gifts to be environmentally friendly.


24% of millennials start buying gifts in September/October.

1 in 5

1 in 5 Aries listen to Mariah Carey’s “All I Want For Christmas Is You” all year round — it’s their guilty pleasure.

Shopping behaviors.

Smoooth shopping.

Our research shows that factors like age, location, gender and even star sign impact how people shop over the festive season. That’s why, with features to suit all personality types, the Klarna app is the perfect tool for every festive shopper.

A smarter way to pay.

Shop anywhere online and split your purchase into 3 interest-free instalments. We'll remind you so you never miss a payment.

Get your gifts on sale.

Save items in the app. Get push notifications when the price drops. Browse exclusive deals added daily.

Never pay more than you have to.

Search for any product in the app. We'll show you the stores that sell the item, and the lowest price.

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It doesn’t matter how you feel about or shop during the festive season, Klarna has you covered! Take a more in-depth look at our festive report, or find out which persona you are by taking the quiz.