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Klarna to kick off Gen Z-focused virtual shopping event

Hauliday sales event logo

A global payment app is teaming up with a major young women’s media brand to launch a new online promotion aimed at U.S. consumers under 40.

Klarna is partnering with Cosmopolitan to present “Hauliday by Cosmo x Klarna,” which the companies say is the first-ever virtual shopping event specially created for Gen Z and millennials. The 48-hour U.S. shopping event will take place the weekend of August 8–9, 2020, timed for the fall season, and will feature exclusive deals across fashion, apparel, footwear and beauty products from brands such as Adidas, Sephora, H&M, ModCloth, rue21, Rhone, and others in Klarna’s network of more than 4,200 U.S. retail partners.

The two-day Hauliday event is designed to give Gen Z and millennial shoppers special deals, while giving participating retailers the opportunity to engage with Cosmopolitan’s 72 million monthly readers and Klarna’s U.S. network of nearly 8 million shoppers. Customers will be able to access Hauliday’s exclusive deals on August 8 and 9 by visiting

“Virtual shopping festivals are wildly popular in other parts of the world, but in the U.S. are non-existent, especially to Gen Z and millennials,” said David Sykes, head of U.S. at Klarna. “This generation is defining the future of retail and expects more out of their shopping experiences and services. We’re excited to partner with Cosmopolitan, whose readers spent more than $9 billion shopping online last year, to offer customers a one-of-a-kind Hauliday journey and enable our retail partners to drive excitement and sales among these audiences.”

“This will be the biggest shopping ‘Hauliday’ in the US aimed specifically at young people,” said Nancy Berger, senior VP/publishing director, Cosmopolitan. “For 48 hours, we will inspire treat-yourself shopping through exclusive discounts, unleashing pent-up demand from this challenging spring. Hauliday is perfectly timed to kick off the fall, and with Klarna’s network of retail partners participating, it will be two days filled with deals, giveaways, and surprise-and-delight moments.”

According to Klarna, the Hauliday by Cosmo x Klarna event is another step in its evolution from a payments-focused company to an end-to-end shopping service. Klarna’s newly updated app enables customers to shop at any online store with the ability to create wish lists, get price-drop notifications, and obtain access to exclusive deals, with the option to pay over time with zero interest or fees.

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