The State of Smoooth: Unpacking Luxury in 2022
The State of Smoooth: Unpacking Luxury in 2022

The State of Smoooth: Unpacking Luxury in 2022.

Champagne dreams and caviar wishes used to be a fantasy, but today's shoppers are turning aspiration into action. Get the insights on how consumers are shopping for luxury and what they care about.

Klarna orders analyzed

UK shoppers surveyed

Shoppers who have purchased luxury over the last 12 months, by demographic

Luxury is getting younger.

Typically, the image of luxury shoppers were people closer to the Gen X and Baby Boomers' age range. Today, there's a new group of luxury shoppers—Gen Z and Millennials—who are even more likely to purchase a luxury item than their elders.

Gen Z and Millennials: Luxury's leading shoppers have new priorities.


factor in luxury brands' sustainability practices in their purchase decisions.


have purchased a high-end product after discovering it on social.

3 out of 4

would find it helpful to pay over time for luxury products.

Hands with watch petting dog

Buy less, buy better.

Finding well-made products that will last a long time is a priority for today's luxury shopper. See how many shoppers believe luxury purchases will save them money in the long run.

Luxury shoppers who would find it helpful to pay over time

Flexible payments drive luxury purchases.

Gen Z and Millennial luxury shoppers value the availability of flexible, interest-free payment options. What other innovative shopping experiences are they interested in?

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