Recently, Klarna released the latest “What You Need to Know About US Fashion Consumers in 2019”. This is Klarna’s new study on consumer shopping behavior, especially in the Z generation and millennials in the United States. The study surveyed more than 1,000 consumers and found that people of all ages attach great importance to seamless, personalized and flexible shopping experiences.
Millennials and Generation Z spend a lot online
American shoppers buy clothing and accessories online an average of 10 times a year. But for younger shoppers, this is much higher, 18 times a year for people aged 16 to 24, and 14 times for people aged 25-35. In contrast, people over 55 only buy fashion and accessories online 8 times a year.
Nearly a quarter (23%) of shoppers aged 16-24 admit to buying fashion and accessories online 1 to 3 times a month.
People buy clothes or accessories online as gifts for others an average of 6 times a year, and people aged 16-24 rise to 9 times.
Letting customers try before they buy could encourage higher online spend
Shoppers clearly buy a lot of fashion and accessories online, but that means they aren’t able to touch and see what they look like in real life before buying, unless they make it easier for shoppers to see and try products:
Almost half (46%) of US shoppers say they like to touch and try items before buying.
A third (29%) of shoppers like to browse for new purchases online and then actually buy them in store. Interestingly, this percentage is highest among 16-24 year olds at 43%.
Nearly a third (29%) said an easier mobile/online browsing experience would make shopping easier so they could clearly see the clothes and accessories, the Useit report found.
Consumers prefer luxury and payment flexibility
US shoppers love to buy high-end products, and having more flexible payment options can help shoppers afford higher-priced items:
One in four shoppers (25%) prefer luxury or well-made, expensive fashion or accessories over cheaper fast fashion.
However, nearly one in four shoppers (23%) say they have to save for a few months before buying a fashion item. This is highest among Gen Z and Millennials, at 35% and 30%, respectively.
Nearly one in four (22%) respondents say they have trouble affording the latest fashion trends and would like to pay in installments.
For younger shoppers, social is key
For Gen Z, 25% of respondents said they are most influenced when they see a trending item that may sell out, compared to 26% when they see something on social media.
Four percent of shoppers have purchased something directly through Instagram, up 11% among 16-24 year olds. For those who have purchased/been influenced by it, a third (31%) buy 1-3 times a year, with a third of 12-24 year olds buying 4-5 times a year.
Eleven percent have bought something directly through Facebook, up 16% among 16-24 year olds. Useit found from the report, up 27% among 25-34 year olds and 23% among 35-44 year olds. 41% of respondents said they have bought something or are likely to buy something 1-3 times a year.
Men are more likely to be inspired by Twitter for fashion purchases, with 28% likely to buy something 1-3 times a year, either directly through it or later on a retailer’s website.