More Americans are leaning on “buy now, pay later” (BNPL) services to cover groceries and meals, according to financial services firm LendingTree.
In an April survey of 2,000 US consumers, nearly half said they’ve used BNPL at least once, with 22% having used it six or more times. They’re also falling behind more often: 41% have made a late BNPL payment in the past year — up from 34% in 2024 — while 60% said they’ve juggled multiple BNPL loans at once.
But what’s most telling is how this once optional tool for splurges is now creeping into everyday essentials.
While the top three BNPL purchases — apparel and accessories, tech devices, and home furnishings — remained unchanged from last year, essentials are quickly climbing the list: 25% of consumers are now buying groceries through BNPL, up sharply from 14% a year ago.
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And it’s not just groceries. Nearly one in six shoppers are using BNPL for food delivery and takeout, with companies already responding to the trend. DoorDash announced last month it will partner with leading BNPL firm Klarna to offer installment payments at checkout.
Behind this surge in BNPL usage lies a sharp rise in food costs.
There’s been the much-discussed “eggflation,” but more expensive omelettes are just a starter. According to data from the Bureau of Labor Statistics, food prices in the US rose 24% from 2020 to 2024, outpacing the overall inflation rate of 21%, with 2022 marking the sharpest one-year jump since 1979. There’s still little sign of relief: in its latest outlook, the USDA projected food prices would continue rising “slightly faster” than the historical average growth rate in 2025.
