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Buy Now, Pay Later Keeps Gaining Ground: New Study Shows Growth Surge


03/10/2025 06:31 pm
    

TROY, Mich.— A new study reveals the appeal of buy now, pay later is not waning, as the service saw significant growth last year.

The J.D. Power 2025 U.S. Buy Now Pay Later Satisfaction Study shows BNPL enjoyed continued, significant growth in the number of consumers using the product year over year, with the highest usage among consumers from Generations Y and Z, and the highest growth period during the holidays.

“The BNPL segment has undoubtedly grown in popularity, with more customers using these services than ever before,” said Sean Gelles, senior director of banking and payments at J.D. Power. “That’s been especially true around seasonal periods of higher spending, such as the holidays. Card-based BNPL products continue to lead the charge on satisfaction, as issuers are leveraging their existing brand awareness and equity to retain would-be defectors.”

JD power

Following are some of the key findings of the 2025 study:

  • Generations Y and Z turn to BNPL: Consumers that belong to Gens Y and Z are utilizing BNPL services the most. Nearly half (42%) of them used BNPL vs. 21% of consumers from other generations. In the study’s final wave—which included the 2024 holiday season—more consumers from Gen Z said they used BNPL instead of credit cards, which was the first such occurrence in the study’s history. “These customers are particularly driven to find the most competitive repayment terms and are finding BNPL products to be an attractive alternative to credit cards,” J.D. Power said.
  • Gen Y consumers most satisfied: Customers that belong to Gen Y have the highest overall satisfaction with their BNPL lender (627) among generational cohorts. Gen Y customers cite the convenience, cost, a recommendation from a family member and trust with the brand as reasons that helped them choose their BNPL lender. Despite lower utilization (29%), Gen X customers gave BNPL the second-highest satisfaction marks (620). Gen Z was third (617).
  • Card-based BNPL products perform well: Consumers continue to give higher marks to card-based BNPL services. The top three brands in the study are card-based solutions offered by legacy card issuers. “Consumers have high satisfaction on most dimensions such as digital account management capabilities; security; and acceptance. They may also benefit from legacy brand affinity,” J.D. Power said.
  • Overall satisfaction significantly dips for two brands:  The two brands that saw the largest decline in satisfaction year over year were Zip and PayPal. These brands saw a 30-point and 35-point drop in satisfaction, respectively, which contributed to the 13-point decline in the study’s overall satisfaction.

Study Ranking

Plan It by American Express ranks highest in BNPL satisfaction, with a score of 706.  Chase (675) ranks second and Citi Flex Pay (663) ranks third.

For more information about the U.S. Consumer POS Payment Program, visit https://www.jdpower.com/business/consumer-payments-satisfaction-studies

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