Afterpay Expands Holiday Partnerships to Offer Shoppers More Flexible Ways to Pay

Afterpay is kicking off the holiday shopping season with a major announcement. The company has unveiled a new wave of merchant partnerships, giving consumers even more ways to shop with flexibility across fashion, lifestyle, beauty, and home categories. This expansion arrives at the perfect moment, just as shoppers begin preparing their holiday lists and looking for smarter ways to manage seasonal spending.

A Surge in Flexible Payment Demand

As holiday shopping ramps up, Afterpay’s expansion becomes especially timely. According to recent research from the company, 44% of financially stressed consumers plan to use Buy Now, Pay Later (BNPL) solutions this year. These shoppers emphasize that BNPL gives them better budget control, more transparency, and a practical way to spread costs without relying on traditional credit.

Furthermore, Gen Z continues to move away from credit cards. In fact, 63% of Gen Z shoppers prefer alternative payments like BNPL because they want financial tools that feel clearer, more manageable, and free from long-term debt.

A Growing Network of Leading Brands

To support this shift in shopping habits, Afterpay has added a diverse mix of new retail partners. This expansion spans fashion, footwear, jewelry, home goods, and beauty, offering something for every type of holiday shopper.

The new partnerships include:

Fashion & Apparel
Jenni Kayne, Diesel, Thursday Boots, Von Dutch, Christy Dawn, SP5DER Worldwide, Coolibar, Adrianna Papell

Footwear & Outdoor
Hibbett, Tecovas, Coolibar

Jewelry & Accessories
Effy Jewelry, The GLD Shop

Home & Creative
Z Gallerie, The Woobles, art.com, AllPosters

Beauty
Caliray Beauty, Noyz

This broad selection ensures that shoppers can access premium brands while maintaining financial flexibility. Many of these merchants will also offer Afterpay both online and in select physical stores, making it easier for customers to integrate BNPL into their everyday shopping routines.

Meeting Shoppers Where They Are

As Tanuj Parikh, Head of Commercial for North America at Cash App and Afterpay, explains, the holiday season is when consumers are most eager for smarter, more manageable payment choices. “Our expanded merchant network ensures that shoppers can access their favorite brands responsibly,” Parikh said. Whether customers are buying meaningful gifts or refreshing their wardrobes, Afterpay aims to make the process smoother and more budget-friendly.

Retail partners are just as enthusiastic. Bill Quinn, CIO of Hibbett, shared that the partnership aligns perfectly with customer expectations. “This collaboration allows us to meet our customers where they are and provide them with the tools they need to shop confidently during the holiday season,” he noted.

Flexible Payment Options Backed by Strong Consumer Protections

Afterpay continues to strengthen its platform with clear and consumer-friendly payment tools. The Pay in 4 option allows customers to split purchases into four interest-free installments, typically paid every two weeks. Meanwhile, Pay Monthly offers longer-term payment plans, giving shoppers a way to handle bigger purchases with ease.

Importantly, the service maintains high levels of trust and transparency:

• 98% of Afterpay purchases incur no late fees

• 95% of installments are paid on time (as of Q3 2025)

These protections ensure that consumers can shop responsibly without fear of accumulating hidden costs or falling into unexpected debt.

Strengthening Footing Across Key Categories

With the addition of these influential brands, Afterpay reinforces its presence across high-demand sectors such as fashion, jewelry, home goods, and beauty. This growth not only demonstrates Afterpay’s rising popularity but also highlights its unique ability to connect shoppers with brands they love, while giving them financial flexibility they increasingly rely on during peak shopping seasons.

Ready to Shop?

Consumers can explore the full range of participating merchants by downloading the Cash App or Afterpay app on iOS or Android. With holiday deals underway and flexible payments now more widely available, shoppers have more options than ever to manage their budgets without sacrificing the brands they want most.