The research, conducted by Morning Consult on behalf of PayPal between 4 and 10 September 2026 among 2,076 UK adults, found that more than half of Christmas BNPL shoppers (55%) would favour a retailer that shows the option on product pages over one that waits until the checkout step, where only 21% said they preferred to see it. Two-thirds (67%) said earlier visibility would make them more likely to add an item to their basket. PayPal also cited its own internal data showing an 11% uplift in PayPal payment volumes among merchants that introduced Pay Later messaging or a second checkout button, though it noted results may vary and the underlying merchant sample dated from March 2020 to September 2025.

The distinction between product-page and checkout-page disclosure is commercially significant. At checkout, a shopper has already decided in principle to buy; instalment framing at that point reduces friction but does not drive discovery. On the product page, showing a weekly or monthly cost alongside a headline price addresses affordability earlier, when the shopper is still deciding whether to proceed. For higher-consideration purchases, that reframing can be the deciding factor.

UK home fitness retailer JTX Fitness offered a case study in the release. Jamie Forshaw , head of marketing at JTX Fitness, said: “Showing customers their payment options while they’re still browsing can help them feel more confident about how they’ll manage the cost.

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