Holiday research and insights report.

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

A 2021 global consumer insights report by Klarna.

Behind every opened present, there’s a different person who purchased it.

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 holiday personas, along with some thought-provoking insights into the beliefs and behaviours shared among groups.

The Enthusiast

The Enthusiast.

The one who absolutely lives for all things festive.

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The 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 behaviours 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:

5 in 8

Kiwis look for good deals when buying gifts


of Kiwis plan their gift-buying

1 in 2

Kiwis shop mostly in-store, coming a close second to Norwegians

3 in 10

Kiwis make sure they have a fairly good budget for all their gifts


of Kiwis would buy new clothes for the holidays

1 in 5

Kiwis would regift an unwanted present

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 holiday shopper.

A smarter way to pay.

Shop anywhere online and split your purchase into 4 interest-free instalments. We remind you so you never miss a payment.

Get your gifts on sale.

Browse for new inspiration daily. Save items in the app. Get push notifications when the price drops.

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.

Learn more.

It doesn’t matter how you feel about or shop the festive season, Klarna has you covered! Take a more in-depth look at our festive season report.