Observed Signal · Jul 27, 2026 · Market Research · Source: Retail Dive · Impact: 2/5 · Sentiment: Neutral
Buy Now Pay Later (BNPL) Market: Parents increasingly use BNPL for back-to-school shopping
A survey by Omnisend of 1,075 U.S. consumers found rising reliance on buy now, pay later (BNPL) for back-to-school purchases: 45% of households plan to use BNPL this season, up from 39% in 2025. About 40% of parents expect to be more financially stressed compared with last year. Nearly 20% of respondents expect to spend more than $1,000 on back-to-school items, and 44% anticipate spending over $500. Omnisend reports nearly one in three households expect BNPL to cover over half of school spending. To fund purchases, parents plan measures including cutting family activities, using credit, dipping into other savings or borrowing from friends/family.
Survey shows growing consumer reliance on BNPL for essential retail spending, which matters to retailers, payment providers and commerce strategies but is not an industry-shifting policy or platform change.
Key Takeaways & Evidence Grounding
- Omnisend surveyed 1,075 U.S. consumers about back-to-school spending.
- 45% of households plan to use BNPL for back-to-school purchases in 2026, up from 39% in 2025.
- About 40% of parents expect to be more financially stressed this back-to-school season than last year.
- Nearly 20% of surveyed consumers expect to spend more than $1,000 on back-to-school purchases; 44% anticipate spending over $500.
- Nearly one in three households expect BNPL to cover over half of their school spending; 30% plan to cut back on family activities to fund school expenses.
Connected Companies & Entities
6 Entities mappedWalmart
Omnichannel retailer with marketplace, membership, B2B procurement and retail media.
“Kohl’s announced thousands of back-to-school products would be under $25 this season and Walmart announced its lowest prices since 2019 on 1...”
Omnisend
Ecommerce marketing automation for email, SMS and push.
“About [40% of parents expect to be more financially stressed] this back-to-school shopping season compared to last year, according to a surv...”
Informa TechTarget
B2B tech media and intent data platform for vendor demand generation.
“This website is owned and operated by Informa TechTarget, a global network that informs, influences and connects the world’s technology buye...”
Kohl's
US omnichannel retailer with marketplace, loyalty and retail media operations.
Staples
Office supplies retailer with B2B procurement and retail media operations.
“Staples and Dollar General earlier this month highlighted 2025 pricing on their offerings, as well as dozens of products priced at $1 and un...”
Dollar General
US discount retailer with digital commerce, loyalty and retail media.
“Staples and Dollar General earlier this month highlighted 2025 pricing on their offerings, as well as dozens of products priced at $1 and un...”
Ontology Mapping & Concepts
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