25% of Americans are financing their groceries with Buy Now, Pay Later.

The claim that 25% of Americans are financing their groceries with Buy Now, Pay Later is largely supported by multiple recent surveys, particularly one conducted by LendingTree in early 2025. This survey of 2,000 American adults found that about one-quarter (25%) of BNPL users reported using these loans specifically for groceries, which is a significant increase from 14% the previous year.

However, it is important to clarify that this percentage refers to BNPL users, not all Americans in general. The claim as stated could be interpreted as implying that 25% of the entire American population finances groceries this way, which is not supported by the data. Instead, it is 25% of those who use BNPL services who do so for groceries.

Multiple reputable sources including Fortune, CNBC, NBC News, and The New York Times cite this LendingTree survey data consistently.fortune.comfortune.comA quarter of U.S. consumers are now financing groceries with buy-now, pay-later...cnbc.comcnbc.comMore Americans are financing groceries with buy now, pay later loans The nuance lies in understanding the denominator: the statistic applies to BNPL users rather than the entire population. Given that not all Americans use BNPL services, the claim without this context is somewhat misleading.

Nonetheless, the core factual element, that a quarter of BNPL users finance groceries with these loans, is accurate and well-documented.