Forget luxury goods, US shoppers are now using buy-now-pay-later services to pay for groceries

• New data shows that US shoppers are increasingly using buy-now-pay-later services to buy groceries.
• Services like Klarna, Afterpay, and Affirm were previously used for pricier, non-essential items.
• Consumers are switching up their grocery shopping habits because of soaring food prices. 

US shoppers are using buy-now-pay-later services to shop for groceries as the cost of living crisis rages on.

According to new data from Adobe Analytics, which analyzes consumer spending online and tracks over one trillion visits to US sites — in the first two months of 2023, groceries' share of the spending done via BNPL services grew by 40%. In contrast, BNPL usage for apparel products grew by 8% and fell by 14% for electronics.