Is counter-cyclical shopping the solution to overspending? The purchasing trend, according to Klarna, is to play ahead without waiting for discounts
How do you decide what and, above all, when to buy? Do you wait for the big sale periods or make impulse purchases? Do you keep an eye on price fluctuations or just go for it? New analyses from the digital bank and global provider of flexible payments Klarna show a shift, highlighting how prices can vary significantly throughout the year. Those who anticipate demand, buying before seasonal peaks, can often spend less than those who wait for the major discount days.
Counter-cyclical shopping: buying before seasonal peaks
This is the principle of counter-cyclical shopping: purchasing when a product has not yet become “in season,” before the shopping rush begins. A strategy increasingly popular among budget-conscious consumers, especially in a context where comparing prices online has become an integral part of the shopping experience. "Counter-cyclical shopping means buying products when they are temporarily out of seasonal focus, before the shopping rush starts," explains Karoline Bliemegger, financial expert at Klarna. "For example, buying summer products before the first heatwave or travel gear before the peak holiday season can make a significant difference."
@justmacrose Following these shopping rules can help break the cycle of bad shopping! If you keep buying and still hate your wardrobe, next time your out keep these rules in mind and see if you come homenwith a better haul ;) #shopping #howtoshop #personalstyle #fashionopinions #fashionrules Deceptacon - Le Tigre
From beauty essentials to travel accessories: where the differences already appear
Klarna's AI Shopping Assistant data shows noticeable price differences, especially for spring and summer products. Some examples of seasonal items currently available at lower prices:
- Bikinis and swimwear: Versace Greca Beachwear, €116.91 vs €150 (July 2025)
- Sunglasses: Jacquemus, €137.50 vs €275 (April 2025)
- Sun protection: La Mer SPF50, €99.52 vs €107.54 (July 2025); Sensai SPF50, €86.83 vs €97.60 (June 2025)
- Self-tanning drops: Dr. Barbara Sturm Sun Drops, €95.20 vs €140 (June 2025)
- Hair oil: Sol de Janeiro Hair Oil, €21.40 vs €31.50 (July 2025)
- Travel backpacks: Eastpak Travelpack blue, €64.50 vs €95 (July 2025)
- Cabin luggage: American Tourister Soundbox lavender, €139.93 vs €189.99 (July 2025)
- Power banks: Samsung, €33.75 vs €45.20 (May 2025); Anker Laptop, €93.46 vs €119 (July 2025)
- Camping tents: VidaXL waterproof 4-person tent, €64.59 vs €86.99 (June 2025)
@kendallmaynard25 my favorite day of the year!!! #fyp #blackfriday #shopping #haul #blackfridayhaul #bighaul #trending #viral #blowthisup original sound - Kenny :)
Smart shopping doesn’t wait for sales: even waiting is a strategy
While many consumers wait for the big red discount tags, the time of year when you purchase can have an even greater impact on the final price. "Counter-cyclical shopping means being intentional in your choices," adds Karoline Bliemegger. "It allows consumers to plan ahead instead of reacting to the hype of the moment." And if it’s not yet the right time to buy? Even waiting can be part of the strategy.
Counter-cyclical shopping: 3 smart moves to catch the best prices
- Watch trends in advance: catch products before they go viral, even by observing creators in countries with opposite seasons.
- Save inspirations: keeping track of favorite products allows you to monitor prices and seize the opportunity before they appear in seasonal shopping guides.
- Get ahead on seasonal purchases: buying products before demand rises often avoids peak prices.
