Klarna, the global payments provider and shopping service from Sweden, has released new holiday shopping data that indicates shoppers in the U.S. shifted their share of e-commerce spending towards the leisure, sports & hobby and home & garden categories in the week ahead of Thanksgiving (Nov. 16-22). The leisure, sports & hobby category in particular saw 6 percent week-over-week growth in share of wallet across all generations in the week ended Nov. 22, with the most-shopped retailers being book stores, sporting goods stores, and gift card and souvenir shops. This growth was especially pronounced among Millennials (+ 6 percent), Baby Boomers (+ 7 percent) and Gen Xers (+ 6 percent).

After analysis of data collected in Germany for a Black Friday study, Klarna reports that 37 percent of Germans want to take advantage of online shopping because of this year’s pandemic. The affinity for online shopping is particularly evident among young people: almost half of 18 to 24 year-olds want to take advantage of the Black Friday discount campaign on the Internet, in contrast to only 16 percent of those age 55 and over. Despite the Corona-related restrictions, 43 percent of all consumers included in the study said that they do not want to increase their online purchases on Black Friday compared to previous years.

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