Insight: Airpods, sneakers, and games consoles dominate Black Friday wishlists according to Klarna’s new data

LONDON, UK — As Brits prepare for Black Friday, new data from Klarna, the leading global retail bank, payments, and shopping service, reveals the most wanted products across the nation.

Klarna data shows that Nike and Adidas trainers, Apple Airpods, Playstation 5s, Xbox One consoles, and Nintendo Switches are amongst the most wishlisted items by UK shoppers in the lead up to Black Friday. Klarna shoppers who bookmark their most wanted items via Wishlists have access to price alerts for when items are discounted so they can get the best deals on offer and save money on their Christmas shopping.


In the run-up to Black Friday, online consumers more than others are planning in advance what to purchase and how much to spend during the sales. This is mirrored in the online activity of Brits with the UK searches for “Black Friday Deals” on Google reaching a peak this past week and doubling on the previous week’s volume of searches. A new report from Klarna found that 56% of UK online shoppers already know what to buy during the Black Friday sales and 61% have set an overall budget, compared to only 35% and 48%, respectively, of in-store shoppers, who are more spontaneous in their shopping.

One of the most wishlisted categories ahead of this year’s Black Friday is perfumes, with Klarna’s data revealing that the most in-demand perfumes from UK consumers include Dior Sauvage, Yves Saint Lauren Black Opium, Mugler Alien, Paco Rabanne 1 Million, and Olympea.

Emily Thomas, Klarna UK Consumer PR Lead said: “Black Friday continues to be a shopping trend that UK consumers love to participate in, with many planning in advance what they will purchase on the day. This year is no different with UK shoppers looking to snap up the best deals and discounts ahead of the Christmas rush at a price that is right for them. With over 5m downloads in the UK and features such as price drop alerts and the ability to manage their money flexibly, we know the Klarna app is the perfect partner for holiday shoppers.”

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