CHRISTMAS SHOPPERS FAVOUR RETAILERS SHOWING BNPL EARLIER AS BLACK FRIDAY DEAL HUNTING BEGINS
- Nine in ten (91%) UK adults are taking steps to manage Christmas costs, including 27% waiting for sales and promotions
- More than half (55%) of Christmas BNPL shoppers favour retailers showing the option on product pages, compared with 21% favouring those waiting until checkout
- Retailers should act now as two-thirds (67%) of Christmas BNPL shoppers say earlier payment visibility would make them more likely to add items to their basket
LONDON, 15th October 2026: As UK shoppers hunt for Black Friday and Cyber Monday deals, retailers face growing pressure to win their Christmas spending. New PayPal research reveals that nine in ten (91%) are taking steps to manage festive costs, including 27% waiting for sales and promotions. But price isn’t the only factor influencing where they shop. More than half (55%) of Christmas shoppers using Buy Now, Pay Later (BNPL) would favour a retailer showing the option on product pages, highlighting the opportunity for retailers to attract customers by making payment choices clear earlier.
Savvy Brits are also comparing prices to find cheaper deals (35%), while a third (33%) have already used or plan to use BNPL for Christmas shopping this year. Consumers value spreading purchases over time (55%) and knowing in advance how payments will be divided (55%).
Technology is also changing how shoppers prepare for Christmas. More than a third (35%) have used or plan to use AI for Christmas shopping, while 52% say they would use AI to find deals or compare prices. As shoppers research and compare purchases, retailers have an opportunity to make payment options just as visible as prices and promotions.
PayPal’s research reveals retailers can influence buying decisions by sharing payment options earlier in the shopping journey. More than half of British shoppers (53%) start thinking about payment by the time they are browsing products, while more than two-thirds (69%) of Christmas BNPL shoppers want to know the option is available by the product page. In fact, two-thirds (67%) say seeing BNPL on a product page would make them more likely to add an item to their basket this Christmas.
For JTX Fitness, a UK home fitness retailer, understanding those needs is particularly relevant when customers are weighing up a considered purchase.
Jamie Forshaw, Head of Marketing at JTX Fitness, said: “Promoting PayPal Pay Later1 earlier in the customer journey has been a real driver of growth for our business. A treadmill or exercise bike is a considered purchase, so showing customers their payment options while they’re still browsing can help them feel more confident about how they’ll manage the cost.
“Getting our payment strategy right before checkout has made a real difference. When customers can see Pay Later from the product page onwards, more of them go from browsing to buying, and that has helped us grow.”
Sean Douglas, Senior Director of UK Large Enterprise at PayPal, said: “Peak shopping season can feel like a time when retailers just need to survive, but it can be so much more. Our data shows merchants that made Pay Later more visible saw an 11% uplift in PayPal payment volumes within three months2. That could be the difference in meeting revenue targets, which is a success in itself, or smashing them out of the park... I know which I’d choose.”
About PayPal Pay Later
PayPal Pay Later gives eligible customers flexibility in how they pay. Merchants can display Pay Later messaging across the shopping journey, including on product pages, helping customers understand the payment options available while they are still considering a purchase.
Retailers can find out how to add and optimise PayPal Pay Later messaging across the shopping journey at https://www.paypal.com/uk/campaign/pay-later.
About the research
Research commissioned by PayPal in partnership with Morning Consult. The research was conducted online between 4–10 September 2026 among 2,076 UK adults aged 18+, including 515 adults who had already used BNPL for Christmas shopping this year.
1PayPal Pay Later is credit. Availability is subject to merchant status, sector and integration. Consumer eligibility subject to status and approval. See relevant product terms for more details. PayPal Pay Later use can make credit less accessible or more expensive for the consumer. Terms apply.
2Merchants adopting upstream messaging and 2nd button drives +11% increase for PayPal sales in the United Kingdom. Based on PayPal Internal data of merchants who have added messaging/button between March 2020 to September of 2025. Base: N=1,523. Results may vary.
About PayPal
Creating innovative experiences that make moving money, selling, and shopping simple, personalised, and secure, PayPal empowers consumers and businesses in approximately 200 markets to join and thrive in the global economy. For more information, visit https://www.paypal.com, https://about.pypl.com/, and https://investor.pypl.com/.
Media Contact
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