Klarna’s annual trend report reveals ‘nostalgia’ as key shopping theme for 2022 as consumers turn to products reflecting more carefree times

NEW YORK, December 5, 2022 /PRNewswire/ — Klarna, the leading global retail, payment and shopping services bank, today released its first annual trend report, ‘The Checkout’, which provides an overview of consumer trends over the past year. Based on the products shoppers around the world pulled from their shopping carts in 2022, the report identified “nostalgia” as the dominant theme of the year, as all items inspired by the 18th century to the early 2000s, have increased in sales. Trend expert Agus “The Algorithm” Panzoni, who collaborated with Klarna on the report, points to a yearning for happier, more carefree times as a driving factor behind the theme.

Under the theme of nostalgia for 2022, Klarna has identified five different global trends. The first trend, “Vintage Technologies”, refers to products with simpler and more reliable technology such as wired headphones, which have increased their global sales by +317% in February 2022 compared to an average month in 2021 according to the Klarna shopping index and flip phones, which increased by +81% in August. “hyperfemininity”, including Barbiecore, Bimbocore and Balletcore is the second trend driven by increased sales of pink products (+126%, August), ballet flats (+93%, May) and nail diamonds (+55%, June). The other three trends are the result of consumers looking to previous eras for shopping inspiration; ‘Y2K’ with fashion items from the early 2000s, “counter culture” rooted in the youth movements and music genres of the 80s, 90s and 00s such as goth, grunge and pop-punk, and “Regencycore” with styles inspired by the Victorian and Regency periods.

Reflecting on the report, Agus Panzoni commented that “inspiration from earlier eras is nothing new, but the nostalgic imprint on this year’s trends is remarkable. Against the backdrop of a changing world, people seem to be fleeing to more comfortable territories as an antidote to the everyday.” Panzoni goes on to explain that “her clear-headed people turn to products that remind them of happier, more carefree times. “

The US market in particular is seeing the same trends with some different product variations. US shoppers contribute to these trends locally by purchasing low-waisted/waisted jeans (+664% in September 2022), Jelly (+554% in June 2022) and micropolies (+566% in June 2022), which have increased their sales by staggering percentages throughout the year.

Karl Lindahlconsumer behavior expert at Klarna, says: “Klarna manages transactions from 150 million consumers and 450,000 merchants worldwide. Our collective purchases tell a story that goes beyond what we bought, and The Checkout is Klarna’s first annual trend report that sums up the year and shares that story.”

According to Panzoni, broader cultural moments have also played an important role in fueling these shopping trends. Panzoni explains that “nostalgic trends are not only visible through our purchases, but also seen in pop culture; the hyperfemininity of the upcoming Barbie movie, Regencycore thanks to the buzz surrounding Netflix’s Bridgerton and the counterculture seen in the latest season of Stranger Things.

Checkout is available to read online here.

Media assets are available here.

Here are the top current item listings in the US in 2022 (compared to an average month for 2021):

Top 5 – Vintage equipment

  1. Boombox (+480% in September 2022)
  2. Flip phones (+218% in August 2022)

Top 5 – Hyperfemininity

  1. Low Rise/Waist Jeans (+664% in September 2022)
  2. Trucker Hats (+148% in June 2022)
  3. Short/baby t-shirts/t-shirts (+117% in April 2022)
  4. Suede hoodie/jogger/set/sweatpants (+113% in June 2022)
  5. Metallic eye shadows (+88% in March 2022)

Top 5 – Y2K

  1. Pink products (+536% in June 2022)
  2. Micropola (+566% in June 2022)
  3. Jelly (+554% in June 2022)
  4. Nail pearls/diamonds (+363% in February 2022)
  5. Platform heels/shoes/sandals (+309% in May 2022)

Top 5 – Counterculture

  1. Maxi skirt (+94% in May 2022)
  2. Skateboard (+80% in April 2022)
  3. Sun earrings (+78% in August 2022)
  4. Transparent top (+38% in April 2022)
  5. Black lace (+26% in January 2022)

Top 5 – Regencycore

  1. Dresses Empire Line/waist (+112% in June 2022)
  2. Off-the-shoulder tops (+95% in June 2022)
  3. Women’s feather bags (+88% in September 2022)
  4. Off-the-shoulder dresses (+74% in June 2022)
  5. Pearl earrings (+51% in September 2022)

Here are the global top trending item lists in 2022 (compared to an average month in 2021):

Top 5 – Vintage equipment

  1. Wired Headphones (+317% in February)
  2. Vinyl (+144% in August)
  3. Basic phone/feature phone (+81% in February)
  4. Flip phones (+81% in August)
  5. Turntable (+69% in September)

Top 5 – Hyperfemininity

  1. The pink garment (e.g. pink cargo pants (+126% August)
  2. Jellis (+98% in June)
  3. Ballet Flats (+93% in May)
  4. Micro skirt (+76% in September)
  5. Nail Diamonds (+55% in June)

Top 5 – Y2K

  1. Suede tracksuit (+134% in January)
  2. Army Pants (+113% in August)
  3. Lip gloss (+83% in June)
  4. Racing Sunglasses (+68% in August)
  5. Nail clip (+57% in June)

Top 5 – Counterculture

  1. Skateboarding (+143% in August)
  2. Maxi skirt (+84% in July)
  3. Studded boots (+57% in September)
  4. Eyeliner (+44% in August)
  5. Transparent Top (+44% in August)

Top 5 – Regencycore

  1. Corset (+117% in August)
  2. Opera gloves (+56% in September)
  3. Pearl Earrings (+50% in February)
  4. Pearl necklaces (+32% in February)
  5. Feather Headbands (+25% in September)

Methodology

The Klarna shopping index is calculated based on the number of items sold and reflects true trends, regardless of sales growth in the category. Information is from online purchases with Klarna in the US, UK, Germany, Sweden, The Netherlands, Austria, Spain, France, Italy, Norway and Finland 2021 to September 2022.

About Agus Panzoni

Agus “The Algorithm” Panzoni is a trendsetter and digital personality known for uncovering the narrative that connects art, design and culture. She began her career forecasting trends for WGSN before creating her own TikTok channel specializing in trend reporting. She is passionate about emerging talent, sustainability and innovation.

The motto of her platform is “I find things you’ll love”. It does this by providing weekly trend reports specializing in design and innovation. In 2021, she invented the Subversive Basics trend that has 90 M opinions and was featured in major publications

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SOURCE Klarna Bank AB (pub.)

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