Buy now, pay later: Why 52% of Americans trust it—and what brands need to know
At PartnerCentric, we conducted a nationwide survey of more than 1,000 consumers to understand BNPL's current adoption and future trajectory. The insights surprised even us: BNPL is not just growing—it's fundamentally altering the consumer journey in ways that smart businesses should pay attention to.
According to our data, 52% of U.S. consumers currently use BNPL, with Gen Z and Millennials leading the charge. What's more, 15% of consumers are trying it for the first time in 2025, with 35% saying they plan to increase their usage this year. They are also using this payment option across a range of categories, from electronics and home goods to groceries and even food delivery.
In a recent conversation with Newsweek's Hugh Cameron, I discussed how BNPL plans have transcended simple checkout convenience. Now they're empowering shoppers to set their own financial rhythms, whether that means smoothing out weekly grocery bills or snagging concert tickets without delay. This evolution reflects a deeper consumer craving for payment tools that bend to the tempo and tensions of everyday life.
Brands should seize this moment by positioning BNPL as a tool of empowerment, leading with messaging that emphasizes customer control over cash flow and weaving installment options into product pages, cart previews, and marketing touchpoints. Partnering on co-marketing promotions with BNPL platforms can extend your reach to already-engaged shoppers. Consider curating bundles or exclusive offers that resonate with high-margin items, based on an analysis of which categories and SKUs see the biggest lift with BNPL.
From our study, what stood out is how BNPL affects purchasing behavior. The average user now makes five purchases per month using BNPL, totaling around $761 in monthly payments. What's more, nearly half of users admitted to spending more than they would have without the service or said that it increased their impulse buying.
This data tells brands that BNPL isn't just a new way to pay. It's a proven catalyst for bigger baskets and more frequent purchases. You're looking at a predictable uplifter for both average order value and overall sales volume. By actively promoting—and optimizing—installment plans throughout the shopping journey, you can tap into consumers' willingness to spend more and buy more often.
CHECKOUT IS WHERE BNPL MAGIC HAPPENS
One of the most actionable insights from our study is that BNPL is often discovered in the moment. One-third of consumers tried it for the first time at checkout, and another 34% said they first heard about it from friends and family. Meanwhile, the Federal Reserve Bank of Boston's 2023 Survey and Diary of Consumer Payment Choice found that 53% of respondents had BNPL explicitly offered to them, up from roughly one-third in 2021. This underscores how point-of-sale prompts have become a primary discovery channel.
Offering BNPL doesn't just give customers another way to pay. It creates an opportunity to remove hesitation and nudge decisions forward when price might otherwise be a blocker. For many, it feels like a risk-free trial run on spending.
A seamless technical integration—ideally, one-click pre-qualification—will ensure the flexibility you promise doesn't stall at the 'buy' button. Ongoing monitoring of conversion rates, average order values, repeat-purchase behavior, and evolving regulatory requirements will then help you fine-tune your strategy and maintain compliance.
CREDIT CARD ALTERNATIVE—OR CREDIT CARD COMPETITOR?
Among BNPL users, most say they prefer it to using a credit card. And it's easy to see why. Unlike credit cards, BNPL services typically don't charge interest or immediately affect credit scores. So these platforms are seen as more trustworthy and less intimidating than traditional credit.
Still, the landscape is shifting. Credit bureaus like Experian and FICO have started including BNPL data in reports, prompting mixed reactions. Some experts urge caution, while others feel it is a necessary reality in today's economic environment. This evolution signals a move toward normalization—and possibly even regulation—as the appetite for BNPL remains strong.
BNPL IS A STRATEGIC SIGNAL, NOT A SALES TACTIC
For modern consumers, financial flexibility isn't a perk—it's a baseline as they consider how to manage money in an economy defined by volatility and high expectations. So brands must rethink how they meet their customers. Buy now, pay later isn't about pushing debt—it's about offering control, convenience, and choice in one click. It says, 'We get it. We've built it for your reality.' That kind of empathy at checkout builds trust, loyalty, and relevance.
As the cost of living continues to rise and credit card fatigue grows, BNPL offers something rare: a solution that works for both the business and the buyer. Brands that treat BNPL as a strategic layer in the customer experience can see measurable impact: higher conversions, larger baskets, and deeper engagement. So if you want to stay connected to the pace of real life, now is the time to lean in.
The super-early-rate deadline for Fast Company's Most Innovative Companies Awards is this Friday, July 25, at 11:59 p.m. PT. Apply today.
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