From Thursday, 21st April until Record Store Day on Saturday, 23rd April, Klarna will invite Londoners to visit independent record stores through interactive posters placed in the City’s favourite music hubs.

The posters will feature a selection of vinyl records curated by partnering stores, for a limited number of lucky passers-by to discover daily; no two records will be the same. Those who miss the daily vinyl drops need not despair as the posters will also direct the musically curious to their nearest store where auditory pleasure awaits and purchases can be made in store with Klarna. Participating stores include Shrubs & Dubs, Stranger Than Paradise, Let it Roll Records, World of Echo, and Peckham Soul.

If 2021 vinyl sales figures are taken as a predictor then this Record Store Day promises to be the most popular yet. According to a recent report from the Digital Entertainment and Retail Association, in 2021 physical album sales in the UK were at their highest level in over 20 years, making up 23% of all albums purchased in 2021. This unprecedented growth in vinyl popularity is a testament to the commitment of independent record stores in championing the art of the physical album format. These figures correspond with Klarna sales data that shows vinyl records bought through Klarna are up 106% and record players sales have nearly doubled (48%) in the first three months of 2022 compared to the same period last year.

Emily Thomas, Consumer Communications at Klarna said, “London’s music scene is driven by our love for independent stores. At Klarna, we are all about helping shoppers to discover more and give them the best shopping experience online and in-store. We are looking forward to supporting record lovers in their discovery of even more music, and new stores to shop at this Record Store Day.”

Megan Page, Head of PR, Marketing & Promotions at Record Store Day UK said, “The aim of Record Store Day is to bring music-loving people together to celebrate their local record stores and the art of vinyl. We are delighted to be working in partnership with Klarna for our 15th anniversary event. The poster campaign is a perfect way to promote the discovery of some of London's best record shops and to help fans find their next favourite album.”

The campaign follows the recent launch of the Klarna Card in the UK, a physical card that allows music lovers the flexibility to pay for their vinyl purchases on their own terms. With the Klarna Card, consumers can pay anytime up to 30 days* after taking their record home, interest-free and, in the case of Klarna, without late fees.