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.
🥦 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.
