Younger Consumers Are More Likely To Expect “Buy Now, Pay Later” Options At Checkout

“Buy now, pay later” (BNPL) options are ubiquitous on checkout pages, but only 31% of US online adults think it’s important for retailers or brands to offer them, per Forrester’s Retail Topic Insights 1 Survey, 2025. However, that rises for younger US online adults under the age of 44: Around 40% of those under the age of 44 think BNPL options are important. By contrast, only 18% of US online adults ages 55 to 64 — and a mere 9% of those 65 and older — think it’s important for retailers to offer BNPL on their checkout pages. This data snapshot examines US online adults’ attitudes toward BNPL options.