Klarna’s 2019 U.S. Fashion Consumer Survey Reveals Shopping Trends and Preferences
The frequency of online shopping among young consumers has increased significantly
According to the 2019 U.S. Fashion Consumer Survey released by Klarna, U.S. shoppers purchase clothing and accessories online an average of 10 times per year. However, the figures are more prominent among younger age groups, with those aged 16 to 24 shopping online up to 18 times per year, compared to 14 times for those aged 25 to 35. In comparison, consumers over 55 make only eight online purchases per year.
It is worth noting that nearly a quarter (23%) of shoppers aged 16-24 say they make online fashion and accessories purchases 1 to 3 times a month; and when it comes to gift-giving, young people are also Showing a high frequency – the average number of gifts given by the 16-24 year old group reaches 9 times per year.
The importance of improving shopping experience
Although many shoppers are keen to shop online, they still want to be able to touch physical items before purchasing. The survey found that almost half (46%) of U.S. shoppers said they prefer to touch and try on items before making a decision. In addition, one-third (29%) of consumers are accustomed to browsing online first and then going to a physical store to complete the purchase. This pattern is especially common among those aged 16-24 (43%). In order to improve the online experience, nearly one-third (29%) of respondents believe it is important to streamline the mobile/online browsing process to enable a clearer view of clothing and accessories.
Luxury products and payment flexibility are popular
The report shows that about a quarter (25%) of shoppers prefer high-end, finely crafted and higher-priced fashion items or accessories rather than cheap fast fashion products. However, nearly a quarter (23%) of consumers mentioned that in order to buy their favorite fashion products, they often need to save months in advance, especially for Generation Z and Millennials, this proportion reaches 20% respectively. 35% and 30%. In addition, 22% of the respondents said that it is difficult to afford new products under the current popular trends and hope that merchants can provide installment payment options.
Social media has a huge impact on young buyers
For Generation Z consumers, popular trends on social media have an important impact on their shopping decisions. Data shows that 25% of respondents will speed up their purchase because they are worried that a certain product will be sold out; another 26% will have a desire to buy after seeing recommendations on social media. Specific to the platform level, 4% of shoppers have placed orders directly through Instagram, and this proportion has increased to 11% among people aged 16-24. For this group of users, 31% complete 1-3 transactions through this channel each year, and among those aged 12-24, this number is as high as one-third.
Similarly, 11% of the respondents revealed that they have used Facebook for shopping, especially among the 16-24 and 25-34 age groups, accounting for 16% and 27% respectively. As for Twitter, it has become more of a source of fashion inspiration for men, with 28% of male users purchasing goods directly or indirectly through the platform.