Klarna, the AI powered payments network and shopping assistant, has released its second annual trend report, ‘The Checkout’, which provides a review of consumer trends over the past year. Based on products UK shoppers checked out of their shopping carts in 2023, the report identified ‘Fandom Fashion’ as one of the top themes of the year, driven by the year’s most dominant pop culture moments including Beyoncé’s Renaissance Tour, Taylor Swift’s Eras Tour and the Barbie movie.
Tied to “Fandom Fashion,” Klarna identified a +266% increase in purchases of beaded bracelets in March 2023 compared to the start of the year, a direct tie to the bracelet-trading trend at Taylor Swift’s Eras Tour, and a +162% increase in purchases of western boots (September 2023). Even though the tour hasn’t yet arrived in the UK, content tagged with #erastour has garnered 2 billion views in the UK on TikTok over the past year. Furthermore, UK-based Taylor Swift enthusiasts eagerly flocked to cinemas this autumn to experience the Eras Tour on the big screen.
Through Klarna, consumers also contributed to a +959% increase in purchases of cowboy hats (June 2023), a style made popular amongst fans and concert goers of Beyoncé’s Renaissance Tour. There was also a +637% increase in purchases of pink luggage (Aug 2023) after the Beis x Barbie collaboration launch; and a +187% increase in pink nail polish (Sept 2023) purchases tied to the Barbie movie, and more.
“Fashion and beauty have always played a central role in live music performances simply because it adds an extra dimension to the music. With out-of-this-world tour wardrobes, custom-made looks that have taken thousands of hours to create, by brands that fans dream of wearing, it’s no surprise that the artists’ stage styles get headlines,” said Klarna’s fashion director, Emilia de Poret. “This summer’s blockbuster tours are all examples of how artists set the trends for their millions of fans. Pop culture moments that will make fashion history.”
Under the theme of “Life, Maximized,” Klarna has identified two other distinct U.K. trends, “Interior Expressionism” and “Host With the Most,” a reflection of how U.K. consumers are maximizing their home spaces and hosting friends and family all year long.
As they add vibrancy to their indoor spaces with more color and unique pieces, U.K. shoppers contributed to a +168% increase in purchases of wavy 70s-inspired mirrors (Aug 2023) and a +593% increase in purchases of geometric candles (Sept 2023). Other items included checkered rugs (+1325% in May 2023), knot pillows (+363% in September 2023) and odd shaped candles (342% in Sep 2023) which have also seen significant purchase increases throughout the year.
Klarna’s report also indicates that U.K. consumers are contributing to increased at-home hosting all year long, driven by products including mini projectors (+168% in April 2023) for elevated movie nights; countertop ice makers (+1020% in June 2023) for restaurant-quality cocktails and ice buckets (+732% in September 2023) for at home drinks parties; and essential oil diffusers (+132% in Sept 2023) to add a touch of relaxation to their living room.
‘Life Maximized’ is Klarna’s second annual end-of-year trend report, highlighting the year’s most unique and culture-driven trends. 2022’s theme was ‘Nostalgia,’ featuring trends including ‘Regencycore,’ ‘Y2K,’ ‘Vintage Tech’ and more.
