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Sep 16, 20202 min read

Dreamy shoes is what most shoppers are wishing for.

Klarna K logo

by Klarna

Sneakers seem to be on top of most shoppers’ minds. It’s the most popular product category on the wish lists created in Klarna’s app in August.

Online shopping is going social! Klarna’s wish lists give shoppers the possibility to save products they love from any retailer and keep them in mind for a future occasion. They can share their wish lists with friends and family, and get inspired by what other people have wishlisted. Shoppers can also follow wish lists created by their favourite brands and Klarna’s own wish lists curated by experts for the latest and hottest things on the market. 

So, what are shoppers most interested in? Looking at the most popular brands and products on Klarna’s wish lists provides some interesting insights into what shoppers are tempted to buy. Judging from the data, shoes (especially sneakers) are what most people are craving. 

Our data shows us that in August, more than 10 percent of all wish-listed items were in the shoe category. Some of the most popular brands are Nike, Adidas, and Vans. Scoring a new pair of kicks is always great, but perhaps even more so when autumn arrives and it’s the start of a new season. 

Naturally, clothes and fashion products are also on a lot of shoppers’ radar. Popular brands in August include Gucci and Shein, both of whom have been successful in building hype and demand around their products. 

Home products is the third most wish-listed category in August. Ever since Covid-19 hit at the beginning of the year, people have spent more time than ever at home. Naturally, we’ve been more inclined to improve our home environment with new furniture and DIY projects. This trend seems to be continuing as social distancing measures are still in place in most countries. 

So far this year, more than 300,000 Klarna app users globally have created wish lists and populated them with their most desired items. More than 3 million products have been added to wish lists since the feature became available in 2019, and so far, the wish list feature is available for app users in the US, UK, Australia, Germany, and Sweden.  

Another neat feature is the price drop notifications that can be attached to the wish-listed items. Shoppers can set up alerts for the products they love, and only pay for them when they’re comfortable with the price, offering the best value for money on their purchases. 

Haven’t tried our wish lists yet? Download the Klarna app and start pinning the products you love.

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