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.

The Enthusiast

The Enthusiast

The one who absolutely lives for all things festive.

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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 holidays with their family.

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The Pragmatist

The Pragmatist.

The sensible one who gets the holidays done.

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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 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

Shopping behaviors.

Smoooth shopping.

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.

A smarter way to pay.

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

Join our free Vibe rewards club and earn rewards on every purchase.

Take advantage of member perks like deals and exclusives, and get a $5 welcome reward as soon as you complete your first purchase as a member of the Vibe rewards club.

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.

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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.