Key stat: 41% of US buy now, pay later (BNPL) users have bought clothing, shoes, and outfit accessories with the services, according to April data from LendingTree and QuestionPro.

Beyond the chart:

• 37% of US adults were BNPL users in Q2 2025, according to CivicScience.
• Almost a quarter (23%) of US adults who have used a BNPL service have used it between two and five times, according to LendingTree and QuestionPro.

Use this chart: Retailers can tailor BNPL promotions to high-demand categories like apparel and tech. Grocers and CPG brands should watch this space—BNPL may be a growing factor in how consumers manage inflation-driven food costs.

Related EMARKETER reports:

• Gen Z Consumer Payment Habits 2024 (EMARKETER subscription required)
• The State of Payment Methods 2025 (EMARKETER subscription required)

Methodology: Data is from the May 2025 LendingTree report titled "BNPL Tracker: 41% of Users Late in Past Year, More Using Loans for Groceries" conducted by QuestionPro. 2,000 US adults ages 18-79 were surveyed online during April 2-3, 2025. Quotas were used to develop a nationally representative sample.