Festive Feels: How identity impacts the way we celebrate the holidays.
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 holiday 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 holiday season.
Our results identified 5 distinct holiday personas, along with some thought-provoking insights into the beliefs and behaviors shared among groups.
How are shopping behaviors 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:
3 in 10
3 in 10 males and females plan on buying new outfits for the holidays
68% of Poles love gift shopping — way more than other nationalities
23% of Danes would secretly return an unwanted gift to the shop
1 in 2
1 in 2 LGBTQIA+ want their gifts to be environmentally friendly
24% of millennials start buying gifts in September/October
1 in 5
1 in 5 Aries listen to Mariah Carey’s “All I Want For Christmas Is You” all year round — it’s their guilty pleasure
Our research shows that factors like age, location, gender and even star sign impact how people shop over the holiday period. That’s why, with features to suit all personality types, the Klarna app is the perfect tool for every holiday shopper.
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It doesn’t matter how you feel about or shop the holidays, Klarna has you covered! Take a more in-depth look at our holiday report, or find out which persona you are by answering the quiz.