New year, same financial wellness goals. Yep—in 2025, consumers are still looking for ways to save more and stick to their budgets.
But here’s the problem: Nearly 1 in 4 respondents views the current credit system as unfair, according to a survey from Afterpay and Cash App (conducted with Morning Consult). And unfortunately, many consumers don’t have the ability or the luxury to pay in cash, especially for larger purchases or gift items.
Their options? Overdraft their debit card, get a payday loan (where a fee of $15 per $100 is common), or carry a balance on their credit card (with average APRs at 24%).
Enter: a buy now, pay later (BNPL) pay-in-four option. This flexible, transparent alternative helps consumers stay on track with their financial goals with greater choice and flexibility. It’s a win-win for retailers and shoppers that actually works.
And more than 94% of Afterpay’s global Pay-In-4 customers who shopped during the week of 2024 Black Friday and Cyber Monday paid off their purchases early or on time.
In fact, BNPL transactions through Afterpay grew 10% year over year during Black Friday Cyber Monday 2024. Afterpay research found that nearly 1 in 3 consumers considered BNPL for holiday purchases this season, helping to stretch their holiday budgets.
So, what makes BNPL so effective? Well, it all boils down to flexibility, convenience, and control.
Ready to learn more? Here’s the BNPL breakdown.
Flexibility pays
One of the top benefits of BNPL? Consumers can make four payments over six weeks, spacing out payments to stay on track with their budgeting goals. And they can do it all without needing to use credit cards. That means less debt and more flexibility.
More consumers prefer to spend their own money, which is why debit and cash are the most preferred options. However, BNPL has become another popular payment choice, as shoppers are still able to use their own money while spreading their payments over time. Approximately 90% of Afterpay customers pay off their installments with debit cards.
Shoppers across generations are embracing the BNPL model. Gen Zers and millennials recognize the downsides of debt better than most, and they’re always on the lookout for alternatives to high-interest credit cards. And many of these consumers turn to BNPL as a way to help them manage their spending on gifts and lifestyle purchases.
When shoppers feel confident about their ability to pay, retailers get loyal, engaged customers. The stats (and the repeat customers) back it up: Among Afterpay users, nearly a quarter (23%) said it helps them stretch their holiday budgets when compared to the average shopper.
Keep the cash flowing
Another reason consumers are embracing BNPL? Two words: cash. flow. Consumers sometimes need a helping hand with managing their cash flow.
Afterpay’s Pay-In-4 option splits purchases into four manageable, no-interest installments. This helps consumers get their products immediately without overstretching their budgets.
The cherry on top of this financial-wellness pie? With BNPL, consumers can avoid racking up credit card debt that can take a long time to pay off (often at high interest rates) by using a debit card. Avoiding debt is a huge reason why more consumers, especially Gen Zers and millennials, are turning to BNPL every single year—and Afterpay helps them maintain their financial wellness with its BNPL options.
A way to financial wellness
Here’s how Afterpay makes it easier for consumers to stick to their financial resolutions all year long.
Afterpay’s Pay–In-4 product empowers consumers by providing them with a flexible payment option outside of traditional banking and credit systems. This no-interest option spreads out payments into four installments over six weeks.
With this modern approach to consumers’ spending needs, Afterpay aims to help manage spending while protecting consumers from revolving debt, even pausing accounts after one missed payment. Afterpay estimates that globally, consumers have saved over $1 billion in interest and late fees over the past 10 years by using Afterpay.
The BNPL boom
BNPL continues to gain popularity because it’s a straightforward way to help shoppers manage their spending while still buying the things they need. From improving cash flow to supporting a greater number of consumers who want flexibility and choice at checkout, BNPL helps people shop responsibly and confidently.
Afterpay empowers consumers to achieve and maintain financial wellness with its Pay-In-4 option. And it helps consumers stay on budget, too. After all, an overwhelming majority of Afterpay’s Pay-In-4 customers who shopped during the week of 2024 Black Friday and Cyber Monday paid off their purchases early or on time.
By offering a flexible and transparent option, consumers can shop without worrying about credit card fees, interest, or revolving debt.