The news: More US families are turning to buy now, pay later (BNPL) while back-to-school shopping, per an Ominsend report.

• 45% of families anticipate using BNPL for back-to-school purchases, up from 39% in 2025.
• And nearly 1 in 3 (31%) expect to use installments to cover more than half of back-to-school expenses.

How we got here: Consumers are turning to installments to pay for necessities as 44% of US parents say essentials are becoming harder to afford, per Omnisend.

• 13% of US BNPL customers have used installments for rent, per a Lending Tree survey.
• The share of BNPL users who pay with installments for groceries has doubled since 2024, rising to 29% of US BNPL-using households, per Lending Tree.

Parents with children under the age of 18 are also leaning on installments: 62% of this demographic say they wouldn’t be able to make ends meet without the loans, per Lending Tree. 

Implications for retailers: US parents are trying to make money stretch farther under rising costs. 

• Advertise BNPL. Highlighting BNPL availability can attract consumers who want to spend in installments.
• Embed at retailers for kids. With 44% and 42% of US parents specifically worried about shoes and clothing, per Omnisend, specialty stores for these items should prioritize strategic tie-ups first.

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