BNPL Expands into Grocery as Inflation Pressures Persist

Article Summary

The use of Buy Now, Pay Later (BNPL) services for grocery purchases is accelerating, with 25% of BNPL users now applying the option to food shopping—up from 14% a year ago. This trend is especially pronounced among households earning under $50,000 annually. Retailers like Costco are responding by launching their own BNPL programs, such as a partnership with Affirm. The appeal lies in deferred payments with little to no interest, offering budget flexibility amid inflation. However, the rise also raises concerns: late payments are increasing, and regulatory oversight remains limited. For grocers, BNPL is becoming a competitive differentiator and a tool to retain price-sensitive shoppers.

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Local Business Types for Broadcasters to Consider Contacting

Neighborhood Grocers – Smaller stores can promote flexible payment options or loyalty programs to compete with larger chains offering BNPL, using broadcast to highlight convenience and community ties.
Credit Unions – These institutions can educate consumers on responsible financing and offer alternatives to BNPL, positioning themselves as trusted financial partners through informative ad campaigns.
Meal Prep Services – As consumers seek budget-friendly food solutions, local meal kit providers can use broadcast to promote subscription discounts or flexible payment plans.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Groceries Now, Pay Later” – A call-in segment where listeners share how they stretch their grocery budgets. Sponsored by local grocers or credit unions, it builds community and financial awareness.
TV Station Commercial Idea: “Smart Cart, Smart Start” – A mini-series featuring families navigating grocery shopping with BNPL tools, highlighting local store partnerships and financial literacy tips.
Digital Advertising Campaign Idea: “Budget Basket Challenge” – An interactive campaign where users build a virtual grocery basket under a set budget using local store prices. Winners receive real grocery vouchers, driving digital engagement and foot traffic.