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Cosmopolitan and Klarna host second virtual shopping event for Gen Z and millennials, “Hauliday by Cosmo x Klarna”

February 18, 2021





The 48-hour event on March 1-2, 2021, will feature a new livestream shopping element and exclusive deals from top fashion, apparel, beauty and footwear brands 

New York, NY (February 18, 2021) — Cosmopolitan Magazine, the largest young women’s media brand in the world, and Klarna, the leading global payments and shopping platform, today announced their continued partnership to host the second, bi-annual “Hauliday by Cosmo x Klarna,” the first-ever virtual shopping holiday in the US created for Gen Z and millennials. The 48-hour event will take place March 1 and 2, 2021, featuring sales across fashion, apparel, footwear, and beauty from brands such as Macy’s, HAUS LABORATORIES, Rebecca Minkoff, Saks OFF 5th, Express, Bluemercury, Foot Locker, and more. This year’s event also marks the introduction of a livestream shopping component in partnership with ShopShops for audiences to discover items and shop in new ways.

"Cosmopolitan helps inform and inspire the purchasing decisions of millions of young women who come to the brand each day,” said Nancy Berger, SVP, Publishing Director and Chief Revenue Officer, Cosmopolitan. “Alongside our partner Klarna and their large network of retail partners, we are excited to kick off this year’s event. Our goal with the second Hauliday event, complete with a livestream shopping element, is to deliver an interactive and fun shopping experience for our audience of digitally-savvy consumers whose purchasing habits continue to evolve.”

With the acceleration of online shopping around the world, and the livestream market in China expected to hit $125 billion this year, retailers are looking to innovate and meet new consumer needs and preferences. Hauliday will offer US shoppers the best deals for the products they want and need, while enabling participating retailers to captivate and engage audiences in exciting new ways. Shoppers can access the event by visiting klarna.com/us/hauliday and Cosmopolitan.com/hauliday-2021, and joining the livestream shopping experience at Macy’s Herald Square via the ShopShops app (downloadable in the app store) on 3/1 and 3/2 at 11am EST and 7pm EST, hosted by Jackie Miranne, TV host, style expert, blogger, and model.

Following the success of last year’s Hauliday event, in which Klarna saw three times the volume on our app compared to an average weekend in 2020, we’re thrilled to continue our partnership with Cosmopolitan Magazine for round two,” said David Sandstrom, Chief Marketing Officer, Klarna. “The newly-added livestream shopping component enables us to improve the shopping experience for our 15 million US customers and drive even more engagement and sales for our participating retail partners.”

“We’re excited to partner with other industry leaders like Cosmopolitan and Klarna to help more US-based shoppers experience the magic of livestream shopping,” said Arlyn Davich, President, ShopShops US. “Host sellers are the new mega influencers. We’re thrilled to have the editorial experts at Cosmo utilizing ShopShops to turn their editors’ massive influence into sales, and the payment experts at Klarna to make it even easier to buy on ShopShops.”

“This year's 'Hauliday' hosted by Cosmo and Klarna is a perfect fit for Macy’s,” said Nata Dvir, Macy’s chief merchandising officer. “We are always exploring new ways to inspire our customers’ personal style and are excited to bring the thrill of shopping at our iconic Herald Square flagship directly to shoppers from the comforts of home through an immersive livestream experience.” 

The second  “Hauliday by Cosmo x Klarna” follows a period of record growth for Klarna in the US. The Klarna app, which now has 3.5 million monthly active users in the US, is an all-in-one shopping platform that allows consumers to shop anywhere online as well as in-store at leading retail brands. Consumers can also create shareable Wish Lists, get price drop notifications and access exclusive deals from the brands they love through the app, all with the option to pay over time with zero interest or fees. 

Hauliday is the first virtual shopping event curated specifically for Gen Z and millennials, whose buying power continues to grow rapidly. Gen Z alone commands 40% of all consumer shopping (Crowdtwist). In the last twelve months, Cosmo readers spent a total of $9.9 billion on online purchases, 21% of all online spending by women in the US (ComScore, 2020).


About Cosmo

Cosmopolitan is the largest young women’s media brand in the world and is the voice of Gen Now reaching nearly 72 million readers a month. The 2018 ASME Award winner delivers the latest news on love, work, money, fashion, beauty, health, self-improvement, politics and entertainment. The site reaches an average of 38 million unique users each month, in addition to boasting 10 million Facebook fans, 1.6 million Twitter followers, 3.2 million Instagram followers, 15.1 million monthly unique viewers on Snapchat and 3.7 likes on TikTok. Cosmopolitan is published by Hearst Magazines’ portfolio of more than 25 powerful brands in the U.S. inspire and entertain audiences across all media platforms. Hearst Magazines’ print and digital assets reach nearly 165 million readers and site visitors each month — 70% of all millennials and 69% of all Gen Z over the age of 18 (source: comScore/MRI 1-20/S19). The company publishes over 300 editions and 245 websites around the world and attracts more readers of monthly magazines than any other publisher.

About Klarna

We make shopping smooth. With Klarna consumers can buy now and pay later, so they can get what they need today. Klarna’s offerings to consumers and retailers include payments, social shopping, and personal finances. Over 200,000 retail partners, including H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike and AliExpress have enabled Klarna’s innovative shopping experience online and in-store. Klarna is one of the most highly valued private fintechs globally with a valuation of $10.65 billion. Klarna has been backed by Sequoia Capital since 2010 and more recently, Dragoneer, Bestseller Group, Permira, Visa,  Atomico, Ant Group and Silver Lake, HMI Capital, TCV, Commonwealth Bank of Australia, Merian Chrysalis Investment Company Limited, funds and accounts managed by BlackRock amongst others. Klarna was founded in 2005, has over 3,500 employees and is active in 17 countries. For more information, visit klarna.com. 

For Cosmopolitan:

Christina Lombardi/Hearst Magazines


For Klarna:

Shira Rimini



Berns Communications Group

Michael McMullan