The event will take place over 48 hours between March 1 and 2, 2021, with sales across things fashion, apparel, footwear and beauty brands. To access the event, users can klarna.com/us/hauliday and Cosmopolitan.com/hauliday-2021, and joining the livestream shopping experience at Macy’s Herald Square via the ShopShops app. The times will be 11 a.m. and 7 p.m. EST.
In addition, this year’s event will come with a livestream component to help customers discover new items, in partnership with ShopShops.
Retailers are looking at events like this as ways to keep innovating, especially as the retail markets have largely shifted to online venues and the livestream market in China, for example, is set to hit $125 billion this year. The event is specifically being marketed for millennial and Gen Z consumers, who are becoming more and more dominant in buying power, with Gen Z commanding 40 percent of consumer shopping, according to Crowdtwist.
“Following the success of last year’s Hauliday event, in which Klarna saw three times the volume on our app compared to an average weekend in 2020, we’re thrilled to continue our partnership with Cosmopolitan Magazinefor round two,” said Klarna Chief Marketing Officer David Sandstrom. “The newly-added livestream shopping component enables us to improve the shopping experience for our 15 million US customers and drive even more engagement and sales for our participating retail partners.”
Nancy Berger, senior vice president, publishing director and chief revenue officer with Cosmopolitan, said the company’s “goal with the second Hauliday event, complete with a livestream shopping element, is to deliver an interactive and fun shopping experience for our audience of digitally-savvy consumers whose purchasing habits continue to evolve.”
Klarna has recently seen unprecedented growth, which David Sykes, Klarna’s U.S. head, says is indicative of customers looking for more flexible, seamless ways of shopping.