Groceries are the next Luna.
Buy Now, Pay Later usage surged this Black Friday, rising 9% overall, with adoption especially strong among younger consumers: 41% of shoppers aged 16–24 used BNPL, and younger millennials increased their usage by an astonishing 87% compared with last year.
Higher-income households are leaning in as well, with 38% of those earning over $100,000 using BNPL services. Notably, the trend is expanding beyond discretionary items — 25% of BNPL users are now relying on it to finance groceries, per Reuters
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