Jul 2, 20214 min read

What’s hot this summer? Reopening report reveals the latest consumer trends. 

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by Klarna

Wondering what shoppers are most excited to buy as they emerge from lockdown? So were we! In The State of Smoooth: 2021 Reopening Insights Report, we analyzed more than 8 million items that shoppers have added to Collections (formerly “Wish Lists”) in the Klarna app, as well as consumer surveys and Klarna’s proprietary shopping data, to explore U.S. consumer preferences across a variety of industries, including Fashion & Apparel, Beauty & Wellness, and more.

Here’s what we learned:

Ready for a change.

It’s no surprise that after a lengthy lockdown nearly three-quarters (73%) of shoppers are ready to change their look. How do they hope to revamp their appearance? More than a third (38%) will add a splash of color. Which hues, you ask? Blue, black, and aquamarine claimed the top three spots when it came to the shades people most wish to add to their wardrobe. A quarter (23%) plan to wear more patterns, particularly animal prints. Rrrroar!

While the pieces themselves might be new, we’ll definitely see some familiar styles this season. What’s making a cool comeback? Shoppers want to wear baggy pants (26%) and neon colors (24%). Other popular blasts from the past include glitter and low-rise pants. Leggings, too, are on trend—but if you want to truly step up your look, consider funky and fashionable pairs. Styles that Klarna’s shopping index reveals are being purchased more often than other items in May, compared to the beginning of the year, include: tie-dye (+174%), floral (+174%) cutout (+152), lace-up (+141%), and blue (+132%). Printed and flare leggings, all the rage in the mid-1990’s-2000’s, are also gaining traction among consumers, up 75% and 30% over the same period.

Not-so-fancy footwear.

Even the most well-heeled shoppers are eschewing more formal footwear and selecting sneakers (47%) as their shoe of choice for summer 2021.

Which pairs topped our Collections?

  1. Nike Air Force: 1’s 07 White
  2. Nike Air Jordan: 1 Mid ‘Barely Orange’
  3. Nike Air Jordan: 1 Retro High OG ‘Silver Toe’
  4. Nike Air Jordan: 1 Retro High OG ‘Dark Mocha’
  5. Nike Air Jordan: 9 Retro ‘Dark Charcoal’

Trailing close behind are sandals (37%) and flip-flops (33%).

Well, well, well.

Shoppers searching for stress-relief helped make CBD-related products the most popular wellness items saved in the Klarna app in May. In order of priority:

  1. Wellution: Natural Hemp Gummies
  2. Penguin: SBD Gummies
  3. Simply Gum: CBD Chewing Gum
  4. Elf Cosmetics: CBD Lip Oil
  5. CBD Sleep: Botanically Infused CBD Memory Foam Pillow

In-store beauty looks great again.

Though consumers embraced online purchasing during lockdown, Klarna data shows shoppers are ready to pick up their beauty items in-store as the world reopens. In March, the same number of US consumers shopped in physical stores as they did online (26%), and more people bought beauty products in physical stores (42%) than online (28%) in May.

Preparing to look their best as the world reopens, 74% of shoppers anticipate spending more money on makeup each month than they did during the pandemic, with nearly 1 out of 5 (19%) planning to spend between $100-250 more each month.


To get the full scoop, check out Klarna’s The State of Smoooth: 2021 Reopening Insights Report. 


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