Biannual Fashion and Beauty Trend Report

Autumn / Winter Trends in the United States

Welcome to the US section of the Global Trend Report, where we take a closer look at what Americans are shopping for this
Autumn / Winter

Who is the American Afterpay Customer?

At 5.6 million and growing, Americans represent Afterpay’s largest customer base. They prefer to shop at 6 pm on the East Coast and 10 am on the West Coast. They’re beauty obsessed yet again this season, checking out with an average of 4 beauty items (compared to 3 last season). They also love ready-to-wear, checking out with an average of 4 items this season, which unsurprisingly consists of fitness and casual-fashion items.

What cities are they shopping from?

Los Angeles

What are they buying?

Customers are loving skincare and athleisure-style clothing, with biker shorts and Rihanna’s Fenty Beauty quickly becoming favorites. Face masks are also at the top of the list - customers have chosen ones that allow self-expression and are sure to keep others safe!

What's cool for Autumn?

The past six months have certainly made an impact on consumer shopping behavior. The shift to e-commerce has accelerated at its fastest ever rate in 2020, and spending on discretionary categories has remained. While the runways predicted items from fantasy dresses to statement collars, consumers have taken a turn towards comfort, and are embracing athleisure and casual-fashion items while working and doing just about everything from home.

Biker shorts have become a mainstay, and we are seeing the return of jeggings (you read that right) as consumers look for a change of pace this season from their typical leggings. Beauty was rising in the ranks last season and has now taken center-stage. Consumers adopted skincare regimens and eye makeup must-haves early in the pandemic as a form of self-care and have carried it through to this season.

The Top 3 Prints

Since last season, the state of the world has changed drastically and the upcoming election is at the forefront of conversations. So it’s no wonder US consumers are using slogans to share how they feel this fall. Still, seasonal classics like herringbone and DIY-inspired patchwork prints have stayed true.

The Top 3 Hues

As we enter the season of outerwear, we’re predicting that shoppers will choose colors that match the season while bringing style to their day-to-day. With more people spending time outdoors, khaki is making a comeback. Other hues on this winter’s it-list are fuchsia and mint, proving brights and pastels aren’t going anywhere.

The Hottest Brands & Retailers

Unsurprisingly, American’s have been doubling down on fitness, beauty and casual fashion. Below we dive in the top brands in the US.

The IT List

Comfort reigns king for Americans this season. Casual fashion is holding strong and we see the return of the jegging. The US is also still focused on skincare and eye enhancing makeup.

View all

Fat Water Pore Refining Toner Serum


24/7 Glide-On Eyeliner Pencil


Product AE Ne(x)t Level High-Waisted Jegging


Men’s Air Jordan Retro 5 SE Basketball Shoes


AHA 30% + BHA 2% Peeling Solution


Reusable Antimicrobial Finished Face Mask Adult


Aerie Cotton Boybrief Underwear


Basic Cotton-Blend Cami


Aerie Good Vibes Oversized Sweatshirt


Women’s Nike Air VaporMax Flyknit 3 Running Shoes

Style By City

Where you live has a major influence on how you dress… usually. That said, this year has been far from ‘usual’, and shopping patterns across the US are reflecting this shift.

Duffle Bags


The Beauty Update

Stemming from lockdown, beauty regimens have remained a huge source of enjoyment and self-care for US consumers, with multiple brands and products skyrocketing.

Unlike last season, lipstick is number one with Americans looking to show off bold and exciting lips after hiding behind a mask all day. Interestingly, there’s been a huge spike in fragrance likely due to COVID-19. According to Afterpay’s consumer psychologist, Shakaila Forbes-Bell, since loss of smell is a huge side effect, people are using fragrances to play into memories and be a vehicle for transportation.

Behind fragrance is foundation, as many consumers have needed to change shades after staying indoors all summer. Lastly, eyeliner and concealer aren’t too much of a surprise, as eyes have become a huge beauty focus with the adoption of masks in the US.


The Accessories Update

Accessories are having a moment as US customers search for ways to spice up their winter wardrobe from the neck up. Health is top of mind, with shoppers prioritizing masks. Whether it’s to add variation, protect from the sun, or because hairdressers are hard to come by these days, hats — specifically fedoras and beanies — are also a hot commodity. Americans are also loving timeless aviators and berets.

Face Masks
Fedora Hat
Beanie Hat



As we adjust to colder weather, jackets are top of mind for US consumers.




According to the numbers, 90’s fashion and a craving for normalcy are guiding American shoe trends this season.



Sweaters & Knits

Something we can all agree on: sweaters are a cold weather must-have! And according to the numbers, Americans are looking to experiment with a classic staple this season.


What's Next?