Over 8.1 million and growing, Americans and Canadians represent Afterpay’s largest customer base. Since our last report, they’ve changed their preference from shopping later in the day to the pre-work hours - coffee and shop. They’re still beauty obsessed this season, checking out with an average of 4 beauty items which is consistent with last season. They also love ready-to-wear, checking out with an average of 4 items this season, which has transitioned into monochrome tones and easy to style items such as bodysuits and rompers.
Casual-fashion is still present, but we’re starting to see the return of more transitional and easy to style looks. Bodysuits and rompers are key fashion items, while jeggings are still high on consumers lists. Many are updating their undergarments with nightgowns and underwear ranking high. On the beauty side, skincare is much more prevalent than makeup. Rollerball tools, sunscreen and CC creams as well as oils are ranking high.
Casual-fashion is still present, but we’re starting to see the return of more transitional and easy to style looks. Bodysuits and rompers are key fashion items, while jeggings are still high on consumers lists. Many are updating their undergarments with nightgowns and underwear ranking high. On the beauty side, skincare is much more prevalent than makeup. Rollerballs tools, sunscreen and CC creams as well as oils are ranking high.
If this season’s prints say anything, it’s that American and Canadian consumers are itching for warmer weather. Chambray and pique are a nod to the coming socially distanced outdoor activities like barbeques, golfing, tennis, and lounging by the pool. Shoppers also continue to be attracted to monogram prints as a means to show off what they believe in.
Neutral browns were big this year as tonal dressing made waves in North America. Also, as consumers adopted work and school from home, we’ve seen a huge spike in metallics. Pop culture also had a huge influence, with plum representing royal or rich colors stemming from aesthetics like Royalcore.
Unsurprisingly, American’s have been doubling down on fitness, beauty and casual fashion. Below we dive in the top brands in the US.
Stretch jeans, sneakers, and slides all made our list, showing that North American shoppers are still fully committed to the comfort infused lifestyle brought on by the pandemic. According to Afterpay’s consumer psychologist, Shakaila Forbes-Bell, the rise in comfort dressing isn’t a seasonal trend, but rather a response to a major shift in daily routines. And with any change in behavior, the longer we embrace it, the more likely it becomes our way of life.
Consumers are easing into the week in true pandemic fashion with sweatpants on Mondays. A few days in, they’re inspired by clothes that encourage confidence, with one-piece bodysuits as a midweek pick-me-up and playful charms on Thursdays. To end the week, shoppers are loving chinos for their versatility: the perfect brunch staple, but also ideal for lounging on the couch.
If one positive came out of lockdown it was the resurgence of skincare. Being indoors may have hindered our social lives, but it also freed up time for self care. With that, it’s no surprise that products like sunscreen, CC cream and oils are this season’s hottest beauty items. According to Afterpay’s consumer psychologist, Shakaila Forbes-Bell, shoppers are gravitating towards these products because they’re not quite ready to return to their full makeup routines and want to continue prioritizing fresh skin.
Fashion from the 90s, pop culture and working from home has had a major influence on this season’s most popular accessories. With the resurgence of fashion from previous decades, it’s clear shoppers are nostalgic, with items like scrunchies and charm bracelets making a comeback. More time on Zoom has nudged consumers to up their necklace game, and shows like Bridgerton have inspired new aesthetics like Regencycore. Hello again, headbands!
This season’s top dress silhouettes are a true testament of the times. Eyelet and peplum represent a new vintage feel on spring classics, with polo pointing to the coming summer months on the golf course. Gen Z’s love for jean has infiltrated dresses for its versatility to dress up or down, and fit-and-flare signals life post-pandemic with events like weddings on the horizon.
Lockdown’s shift to casual footwear will have a lasting impact on shoes we wear this season. The ease of slip-ons remain a crowd favorite, while espadrilles, slingbacks and loafers represent transitional social and workplace fashion. But, as the country reopens, we’re also seeing shoppers plan for pending events and nights out with pumps trending up.
With trips to the beach and pool around the corner, swimwear is a staple item right now. As the first swim season post quarantine, we’re seeing supportive yet flattering styles like wraps and one-pieces become more popular. Shoppers are also spicing things up with plunge and cut outs, as well as keeping things feminine and playful with ruffles.