Affirm shares jumped closed up 20% on Wednesday after retail chainTargetbegan offering its customers the online lender’s installment loan service for purchases of over $100.
Target said in ablog post that it’s partnering with Affirm and smaller rival Sezzle as consumers gear up for the holiday shopping season.
“We know our guests want easy and affordable payment options that work within their family’s budget,” says Gemma Kubat, Target’s president of financial and retail services, in the post.
Buy now, pay later, or BNPL, services, which are installment loans that often come with no interest fees, have surged in popularity as retailers respond to consumer demands for easy ways to pay without incurring debt. BNPL providers typically add a checkout button to a retailer’s website and then take a cut from the merchant on each transaction.
An Affirm spokesperson confirmed the Target deal and said in an email that a recent survey conducted by the company showed more than half of Americans “are interested in using a pay-over-time solution this holiday season.”
Target said in its post that customers can apply with Affirm to get started. Then, after filling up a cart on Target’s website, a shopper can choose to pay with Affirm and decide on a monthly repayment.
“You’ll never pay more than you agreed at checkout as Affirm doesn’t charge any late or hidden fees,” Target said.
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