Nov 23, 2022

Klarna reveals shopper behaviour and most-searched products this Black Week as Friday approaches

Real-time data for Monday, Tuesday and Wednesday morning reveals consumers are taking advantage of the Black Week deals as sales rises by 34% compared to last year

London, Wednesday 23rd NovemberKlarna, the global leader in the generational shift away from credit cards, has today released data revealing that Black Week shopping has increased by a third compared to last year as consumers hunt for cost-saving deals.

Compared to last year’s Black Week, at this midpoint sales have increased by 34%, with Monday being the busiest day so far with a 42% increase. This suggests that the current economic situation is influencing consumer behaviour as shoppers are keen to find deals that could help them save in the long run.

According to data from Pricerunner, the price comparison site which Klarna acquired earlier this year and recently integrated into its own shopping app, the most searched-for products are iPads, air fryers and AirPods.

According to live sales data from Klarna, across 26,000 retailers in the UK: 

  • The product category showing the biggest change in sales compared to a normal day are leisure, sport and hobbies.
  • Generation X (42-57) have been the biggest bargain hunters, showing the highest increase in purchases compared to a normal day, and accounted for 26% of this week’s sales so far.
  • The North East, Wales, and Northern Ireland are the regions with the highest increases in sales during Black Week compared to last year.

A survey of Klarna consumers found that almost three-quarters (73%) of consumers are trying to make a larger share of holiday gift purchases during the Black Friday and Cyber Monday sales period this year. 

This Black Week follows the launch of Klarna’s new unbiased search and compare tool, which compares prices across thousands of retailers to help consumers find what they love for less. The search and compare tool provides consumers with a credible alternative to Google or Amazon as a starting point for their online shopping journeys and builds on last year’s acquisition of PriceRunner, Klarna’s largest acquisition to date.

As interest rates on credit cards and overdrafts hit record highs, Klarna believes it is more important than ever that shoppers have access to an interest and fee-free credit option at the point of purchase. 

Data tables

Overall sales

Increase compared to last year
Monday 42%
Tuesday 26%
Wednesday morning 41%
Overall Mon - Weds 34%

Product categories increasing the most in popularity compared to a normal day

1. Leisure, Sport & Hobby
2. Health & Beauty
3. Jewelry & Accessories

Top 25 search terms price comparison site, Pricerunner

1. iPad
2. Air Fryer
3. Airpods
4. Nintendo Switch
5. Apple Airpods
6. Ninja Air Fryer
7. Apple Watch
8. Nintendo Switch OLED
9. 32 inch smart TV
10. PS5
11. iPhone 14 Pro
12. iPhone 14
13. Dyson Airwrap
14. TV
15. 85 inch 4k TV
16. 50 inch 4k smart TV
17. LG C2
18. iPhone 13
19. Xbox series S
20. 40 inch smart TV price
21. Oculus Quest 2
22. Dior Sauvage
23. iPhone
24. Xbox series X
25. Airpods Pro