A finance guy on X is noting that use of Klarna’s Buy No, Pay later purchase system was up +45% year over year for “Black Friday” sales – and claims this is a proxy for the economy showing that so many people are worse off.
But is it? No. Most Klarna purchases are for “discretionary spending” and not for necessities.
Klarna, the company is not doing so well either … from CNBC’s stock quotes page as of February 19 2026:
🥦 Necessities vs. Discretionary Spending
- Klarna transactions are overwhelmingly discretionary:
- Fashion, beauty, and electronics dominate Klarna’s merchant partnerships.
- Groceries and necessities are a small share — BNPL is rarely used for food staples, though some households lean on it for basics during financial strain.
- Analysts estimate 80–90% of Klarna purchases are discretionary “nice‑to‑have” items, with 10–20% covering essentials like groceries or household supplies.
In short: Klarna’s user base skews young, female, and middle‑income. Klarna is widely used for discretionary shopping rather than necessities — the majority of transactions are for fashion, beauty, and electronics, not groceries.
👥 Demographics of Klarna Users
- Age: Klarna’s strongest base is Millennials and Gen Z (18–35 years old), who are more open to BNPL services.
- Gender: Klarna’s U.S. users are predominantly female (about 60%), reflecting its popularity in fashion and beauty categories.
- Income: Klarna appeals to middle‑income consumers, often those balancing affordability with lifestyle spending.
- Geography: Klarna is strongest in the U.S. and Europe, with 34M U.S. consumers and 31M monthly active users globally.
💳 Klarna Users and Credit Cards
- Klarna positions itself as part of a “generational shift away from credit cards”, but most users still own them.
- Surveys show over 70% of BNPL users also have at least one credit card, using Klarna as an alternative or supplement.
- Maxed‑out credit cards: A 2024 Bankrate survey found 37% of U.S. cardholders have maxed out or come close to maxing out a card. While not Klarna‑specific, this indicates why BNPL services attract users already stretched on credit.
🛍️ Consumer Attitudes Toward Klarna
- Klarna appeals to those who “want it now” rather than saving for later.
- Research shows BNPL users increase both the number of purchases and the amount spent per purchase.
- This reflects Klarna’s cultural positioning: not just a credit tool, but a psychological enabler of instant gratification.
