Nostalgia dominates 2022 shopping themes in new Klarna report
Payments provider and shopping service Klarna has released its first annual trend report, revealing 'nostalgia' as a key theme for consumer spending this past year.
Klarna's ‘The Checkout’ report provides a comprehensive review of consumer trends over the past year and analyses products shoppers from across the globe purchased in 2022.
Pieces inspired by the 18th century, 19th century, and early 2000s have all increased in sales. This spike in nostalgia, according to trend expert Agus Panzoni, is due to a longing for brighter days.
Agus Panzoni commented: “Inspiration from earlier ages is nothing new but the nostalgic imprint on this year's trends is remarkable. Against the backdrop of a changing world, it seems people have been escaping to more comfortable territories as the antidote to everyday life.
“It’s clear people have been turning to products that remind them of happier, more carefree times”.
Within the nostalgic realm, Klarna identified distinct global trends. The first is ‘Vintage tech’, referring to products with simpler technology such as wired headphones, which increased in sales globally by +317% in February 2022 compared to an average month in 2021.
‘Hyper-femininity’ is another key trend, which includes Barbiecore, Bimbocore, and Balletcore, driving an increase in sales of pink products (+126%, August), ballet flats (+93%, May), and nail diamantés (+55%, June).
2000s-inspired ‘Y2K’ followed, as well as ‘Counterculture’ rooted in 80s and 90s goth and grunge, and ‘Regencycore’ inspired by Victorian styles.
Panzoni added: “Nostalgic trends have not only been visible through our purchases, but have also been seen in pop culture; hyper-femininity in the upcoming Barbie movie, Regencycore thanks to the hype around Net ix’s ‘Bridgerton’ and counterculture seen in the latest season of ‘Stranger Things’”.