Cinema influences shopping more than we might think

Raise your hand if, while sitting in front of a screen, you have never found yourself desiring a particular object, a fashion item, or wanting to visit the paradisiacal locations seen in a movie or TV series. A Klarna survey revealed that 88% of Italians use their smartphones while watching to search for or purchase the products they see. Watching movies and series goes beyond pure entertainment, becoming a catalyst for new trends and desires that often turn into immediate purchases. The research conducted by the payment platform highlights how the boundary between streaming and shopping is becoming increasingly blurred. Getting the same look as the most beloved cult series or visiting fabulous Four Seasons resorts inspired by White Lotus is becoming a more common desire among users, with new tools such as shopping apps and social media coming to the rescue, making it a far from unrealistic endeavor.

In Klarna’s report, fashion ranks first among the sectors most influenced by the work and shop phenomenon, with 56% of consumers making a purchase (or at least considering it) of clothing, accessories, or footwear seen on screen. Among the series that have had the greatest impact on this trend are Bridgerton, which revived corsets and pearls, and Emily in Paris, which reignited the desire for chic Parisian-inspired outfits. Not to mention the Barbiecore trend, which, according to Klarna’s Shopping Index, triggered a real shopping boom in 2023, with a surge in sales of pink suitcases (+254%), pink nail polishes (+332%), and metallic eyeshadows (+82%). Following in the ranking is technology: 43% of Italians couldn’t resist the allure of hi-tech gadgets and accessories seen on TV, from smartphones to ultra-light laptops. The beauty and skincare sector also grabs a significant 33% of attention, with peaks in searches for makeup and products inspired by the looks of celebrities on screen. Surprisingly, kitchen appliances also make the list, with cinematic culinary scenes sparking a 32% increase in searches for home-related items. Travel is another major sector, with 26% of respondents stating they have booked stays or activities inspired by destinations seen in movies. Lastly, home decor: 19% of those surveyed said they redesigned their spaces, drawing inspiration from movie sets and TV series scenery.

It would be a mistake to think this is just a post-viewing activity since the habit of dual screening (watching a movie while browsing online) is becoming increasingly common, along with "simultaneous shopping." For 45% of Italians, the search for an item begins only if there is a true love at first sight, while others do it just for fun. Regardless of the reasons, 88% of viewer-consumers say they use their smartphones during viewing to search for information about products seen on screen. Many turn to shopping apps, successfully finding similar or even identical items to the ones they desire. A remarkable 80% of respondents stated that a shopping app allowing them to instantly find items seen in movies and TV series would revolutionize their shopping experience, while 43% would like a direct link available on streaming platforms. There are also those intrigued by more high-tech solutions, envisioning a QR code integrated directly into cult movies, demonstrating how the need for smoother and more immediate shopping is a top priority for consumers.

Beyond shopping apps, social media platforms are also helping many users find items: 50% of Italians follow TikTok and Instagram accounts that track and share items seen in movies or TV series. This is further proof of how entertainment has now transformed into a shopping engine that spans from everyday outfits to home design. Often, finding the perfect item can be a challenge, involving forum discussions and various uncertainties (regarding price, availability, and affordability), so it’s no surprise that users dream of a future where digital solutions simplify the process. According to the report, 52% of participants would like a price comparison app, while 35% want to know the origin of an item simply by taking a photo, and 28% would appreciate a feature that allows them to earn cashback or rewards during purchases. All these solutions now seem possible thanks to Klarna. Shopping options in apps are becoming increasingly varied and intriguing, making us wonder what other consumer desires will emerge in the future, inspired by cinematic masterpieces.