We spoke with over two million Afterpay customers who purchased from more thousands of brands and retailers over the Fall / Winter shopping season, and gathered data in our Fashion and Beauty Report.
Our goal: to find out more about their shopping preferences.
Who’s buying what, when and where—right down to a regional breakdown. Here’s what we found, and some things for you to consider when targeting your consumers through the remainder of the Fall shopping season.
IT-ITEMS
The Fall/Winter 2019 “It-item” list includes leather coats and leggings, eighties-inspired party dresses, structural tailoring, and nods to heritage and tonal dressing. Shearling is universally beloved by shoppers. And if they could only buy one pair of shoes, it would be knee-high boots.
CAMO, PLAID & POLKA DOT PRINTS
If you thought that camo exited quietly after 2018, think again. Our customers are still loving classic and updated spins on camouflage. The functional utility print continued its reign at Fashion Week this past September. With ‘90s grunge among the key fashion trends this season, plaid skirts and tops are also a big trend. And the breakout print? Polka Dots, with brands like Amour Vert and Madewell using the motif on tops, skirts and accessories.
MOST-PURCHASED BRANDS
Made-for-street style IG content brands like Adidas, Nike, Kylie Cosmetics, Clavin Klein, Levi’s and Yeezy were among the top fashion and beauty brands beloved by Afterpay customers. Madewell, the sister brand to J.Crew, is also climbing into the top seven brands within weeks of launching their partnership with Afterpay.
Let’s hone in on Los Angeles and New York specifically, where the top brands were Yeezy, Air Jordan, Off-White and Comme des Garçons, making it clear that shoppers in these two urban markets love their kicks.
STATE DETERMINES STREET STYLE
No surprises here. Weather is the determining factor in style when it comes to who’s wearing what. And where. Wyoming customers love their bodysuits. Hawaiians are stocking up on socks. Shoppers in Illinois are snapping up wrap coats. West Coast shoppers are filling their closets with sweaters. Dresses are massively popular in Maryland, South Carolina and Vermont. And folks in Florida are shopping for shorts, even in the fall.
HUMP DAY CAMO JACKETS
The data reveals that the day of the week has an effect on what you buy. On Mondays, there’s a surge for hoodies. Shoppers are beating the hump day slump with a utilitarian piece: camo jackets. And weekends are for plaid pants (Saturdays) and cotton tees (Sundays).
BIG ON BEAUTY
Scroll through the social feed of any Millennial or Gen Z shopper and you’ll likely find beauty brands speaking to them on the hour with gorgeous imagery and step-by-step tutorials on how to create the most eye-catching beauty looks. The most influencing of all influencers? Kylie Jenner, the CEO and founder of Kylie Cosmetics. From niche brands like Colourpop and Kim Chi Chic to established names in beauty like Estee Lauder and Clinique, there seems to be a new beauty trend on the daily.
And for customers who can’t get enough of what’s trending and new in beauty, Afterpay enables them to purchase three or more items each time they check out, with an average spend of $84 per transaction.
Buy now, pay later enables customers to budget and spend on the things they love, whether it be the latest lip kit, sneaker or sherpa-lined boots. And it makes sense that the cities with the highest cost of living—San Francisco, New York and Los Angeles—also happen to have the largest repeat Afterpay customer base; they’re using our payment platform as a way to manage their cash and shop responsibly.
THE FUTURE IS NOW
A few predictions: customers will continue to stock up on what they’re loving now: sneakers, hoodies and all-things street style. Shades of green will be the color of Spring/Summer 2020. And the print of the season? The whimsical polka dot.
Curious to learn more insights about the Afterpay shopper? Contact [email protected].
Categories