Spring / Summer 2020: What Clearpay Customers Are Loving This Season
With Spring and Summer upon us, and many consumers adjusting to a new life at home, we have compiled a report that looks into what’s inspiring shoppers most right now (Hint: hello relaxed fashion).
Revealed in our 2020 Global Fashion and Beauty Report, we highlight this season’s hottest trends and shopping patterns based on real purchases made by our global customer base of 7.3 million (heavily Millennials and Gen Z), across our catalogue of 43,000+ brands and retailers. Our goal is to share with you the top trends to help you better plan for inventory, marketing efforts, promotions and more. We hope the findings below will help you target your customers for the remainder of the Spring / Summer shopping season and beyond.
Wellness and beauty top the charts
Footwear continues to dominate, with customers flocking to buy sneakers in particular – popular brands like Nike and Adidas flew off the shelves as athleisure becomes the new norm of day-to-day wear. Leggings from brands like Puma and Ellesse were also top sellers. However, customers aren’t just focusing on casual. Our data also showed an uptick in beauty purchases, with some of the most popular items being makeup brushes, kits and hydrators. The mix of wellness and beauty is indicative of the mindset of many shoppers right now – self care is paramount.
Party of prints
This season we saw consumers turning towards preppy prints. This season’s most popular prints are logo, stripes, and check. Normally, florals are associated with spring and summer, but consumers are drawn towards contemporary prints this season.
Style by City
Analyzing our data city by city, locality continues to influence style. Shoppers in both Glasgow and London bought lots of denim, while shoppers in Belfast and Liverpool are loving sneakers. In Edinburgh, shoppers are focused on home goods, in Leeds they are buying bodysuits, and in Birmingham shoppers are loving fishnet tights.
On Sundays, we buy leggings
Did you know that shoppers have distinct purchasing behaviour down to the day of the week? Through our data, we found that Sundays are the most popular day to buy leggings. We also found that the top item purchased on Tuesdays were beauty tools, shoppers are purchasing sneakers on Wednesdays, and Thursdays are all about denim.
On-the-go beauty dominates
For busy Millennial and Gen Z customers, kits are growing in popularity. From compact mirrors and influencer-endorsed highlighter kits to skincare essentials, today’s young customers want the convenience of an all-in-one beauty experience that can be easily transported on the train, plane and everywhere in between. Consumers also doubled down on all things base -- from moisturiser to foundation to powder.
Freedom to shop responsibly
Our biggest prediction of all? Especially in these uncertain economic times, giving your customer the opportunity to “buy now, pay later” will become top of mind to brand retail executives everywhere. A win-win for your brand and your customers, it empowers you to hold on to your cash reserve while providing customers with what they need most right now -- peace of mind, avoiding credit card debt while still being able to get their must-haves for the season in as we look forward to brighter days ahead.
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