New Klarna survey data finds increased demand to shop for beauty products in-store as country opens up
Klarna, a leading global retail bank, payments and shopping service, today announced that it has partnered with luxury beauty retailer Bluemercury to offer flexible payment solutions at checkout, both online and in-store. Shoppers across the United States can now purchase the beauty items they love using Klarna’s four equal, interest-free installments on bluemercury.com and in 183 Bluemercury stores around the country.
Shoppers can pay with Klarna in Bluemercury stores by downloading the Klarna app, creating a digital one-time card, and adding it to their Apple or Google wallet. The payment can then be made with a simple phone tap for a secure and contactless payment.
“2020 taught us that offering alternative purchasing options is an essential pillar for success,” said Marla Beck, Co-Founder & CEO of Bluemercury. “The introduction of Klarna in-store following our online integration allows Bluemercury to reach a new generation of shoppers. As Gen Z consumers look to invest in their skincare and wellness routines, they feel empowered to buy what they need, when they want it.”
Recent consumer research conducted by Klarna, surveying 15,000 shoppers across the US, found there is increased demand to shop for beauty products in-store as the country continues to open up from pandemic-related lockdowns. 67% of survey respondents said they preferred to shop for beauty products in-store prior to the pandemic, and 11% of Gen Z shoppers cited going shopping for beauty products in-store three or more times per week. When asked how the COVID-19 vaccine will impact beauty shopping behavior, more than 20% of respondents across all age groups said they planned to shop in-store more once the vaccine becomes widely available (Gen Z: 29%, Millennials: 23%, Gen X: 23%, Boomers: 21%, Silent: 20%).
“Bluemercury is one of the strongest voices in beauty retail and a longtime trusted source for customers,” said David Sykes, Head of US at Klarna. “We’re proud to expand our partnership with Bluemercury to enhance the shopping experience and provide customers even more convenience, safety and flexibility as they shop their favorite beauty brands online and in physical stores.”
Klarna’s consumer survey also found that skincare remains a top priority for beauty shoppers and was the number one spending category among shoppers of all ages (37%). Additionally, the number one activity respondents incorporated into their health and wellness routines since the start of the pandemic was a skincare regimen (33%). The complete survey findings can be found here.
Consumers now expect the convenience and flexibility of the online experience everywhere. With global retail sales expected to reach $27T by 2022 (Statista, July 2020) Klarna is uniquely placed to meet the continued accelerated demand both online and in-store. Klarna is available in more than 60,000 physical retail stores in the US, giving brick-and-mortar customers the ability to make purchases using four, interest-free payments while enjoying the same level of service and convenience as they would when shopping online. Bluemercury is the latest renowned name to join Klarna’s growing US retail network, which includes other beauty brands such as Sephora, HAUS LABORATORIES, and Rare Beauty.
Bluemercury was founded in 1999 by Marla and Barry Beck and is widely recognized as the nation’s largest and fastest-growing luxury beauty products and retail spa chain. This iconic high-growth luxury brand now boasts more than 183 specialty stores nationwide. Bluemercury joined Macy’s, Inc. through acquisition in March 2015 and is the go-to destination for all luxury beauty needs. Bluemercury stores are embedded in local communities near where clients live and work. The Bluemercury approach always starts with the customer and providing her with a better and more engaging shopping experience.
We make shopping smooth. With Klarna consumers can buy now and pay later, so they can get what they love today. Klarna’s offering to consumers and retailers include payments, social shopping, and personal finances. Over 250,000 retail partners, including H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike and AliExpress have enabled Klarna’s innovative shopping experience online and in-store. Klarna is one of the most highly valued private fintechs globally with a valuation of $31B. Klarna was founded in 2005, has over 3,500 employees and is active in 17 countries. For more information, visit klarna.com.