KLARNA TEAMS UP W/ CONNOR WOOD ON HOLIDAY CAMPAIGN AIMED AT LAST-MINUTE MALE SHOPPERS

Klarna, an AI-powered global payments network and shopping assistant, has teamed up with comedian and TikTok star Connor Wood, aka Fibulaa, to launch the “Waiting Until December Syndrome” Campaign. The campaign highlights data-backed research on how and why men wait until just weeks before the holidays to begin their shopping.

Klarna’s data-backed research finds that one-quarter of men hold off buying holiday gifts until just weeks before the holidays due to a lack of confidence in finding the right gift or feeling overwhelmed by the plethora of options. Klarna calls this the “Waiting Until December Syndrome.” Only 20% of women say the same.

Wood says, “Men often find themselves shopping last minute because we are procrastinators when it comes to gift shopping. We always think, ‘If I wait a little longer, I’ll come up with the perfect idea.’ Spoiler alert: we don’t. By December, I’m in full survival mode, convincing myself I’m actually saving time by waiting (which, yeah, doesn’t exactly hold up). That’s why I partnered with Klarna. The app is a lifesaver—it’s packed with tools that help me find the best gifts at the best prices, even when I’m scrambling last minute.”

Klarna’s tools, including its in-app AI-powered shopping assistant and Search and Compare feature, offer shoppers a smart way to find deals, track prices, and get personalized gift suggestions. This is ideal for both early planners and those who shop in the final festive hour.

Other key findings from Klarna’s survey include:

• Almost all women say they handle most of the Christmas shopping for their household, compared to about 60% of men
• One third of men wish their holiday shopping would be entirely handled by someone else, compared to just 20% of women.
• 29% of men reported deciding to buy gifts last minute, but knowing exactly what they want before going into the store, making it a one-stop-shop
• The top reasons men delay their shopping include…
  • 31% of men feel stressed about finding the perfect gift
  • 23% of men feel overwhelmed by the number of choices available to them
  • 19% feel anxious about making the wrong decision and not getting the absolute best gifts for their loved ones
• Almost half of men (42%) are only somewhat confident they will choose the right gift for their loved ones

Renowned retail psychologist Kate Nightingale, has also teamed up with Klarna to provide insight into the psychology behind why men experience WUDS: “WUDS isn’t about rushing or a lack of thought,” Nightingale explains. “It’s actually a strategy focused on efficiency. Nearly one third of men (29%) plan their gifts carefully but aim to shop as little as possible, treating it as a one-and-done task. While this approach can help reduce stress, it has its drawbacks. December shoppers often miss early deals and face limited stock, which may explain why 1 in 2 men turn to price-comparison tools, like Klarna’s, to help find better deals when shopping outside of peak sale days.”

Klarna’s research highlights unique shopping habits, with WUDS revealing how efficiency and planning shape the holiday season. With tools like its AI-powered shopping assistant and Search and Compare feature, Klarna supports both early planners and last-minute shoppers in finding thoughtful gifts.