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Leading cash-back credit cards need to drive acquisition in a cutthroat segment of the card market. Our exclusive consumer survey data reveals which emerging features issuers should invest in to win over customers.

Cash App launched a national marketing campaign highlighting its new banking products.

One has been ramping up its offerings: In April, it launched its buy now, pay later (BNPL) solution for big-ticket items at the retailer. It also offers banking services like checking and savings accounts, rewards for users who shop at Walmart, and early wage access for Walmart鈥檚 employees. Across all of its products, One boasts 3 million monthly active users.

Buy now, pay later (BNPL) use hit a new high. Online shoppers stretched their budgets via BNPL, spending $991.2 million via the alternative payment method鈥攁 5.5% gain YoY. Our take: Consumers are finding ways to spend big during the holiday season. That鈥檚 why we expect US holiday sales to grow 4.3% this year and ecommerce sales to rise 9.0%.

The Swedish player launched as a buy now, pay later (BNPL) company in 2005 and pivoted to being a broader shopping app in 2021. The app lets consumers shop by product category or by brand and pay in installments at any retailer. Klarna also offers a browser extension that applies discounts to shoppers鈥� carts in seconds.

Digital technologies are reshaping customers' in-store payment experience. Here鈥檚 what payment providers must know about in-store payment digitization trends.鈥�

Vague moralizing about BNPL, like The Motley Fool Ascent鈥檚 advice to 鈥渏ust say no to BNPL鈥攗nless you really have no choice,鈥� or disparaging using BNPL for groceries as the 鈥渉eight of personal desperation,鈥� may be keeping consumers away.

The buy now, pay later (BNPL) provider鈥檚 transactions grew 10% YoY over the holiday weekend. The number of Afterpay app users jumped 8% YoY. Afterpay attracted users across all demographics: 26% were Gen Zers, 44% were millennials, 24% were Gen Xers, and 6% were boomers. The top spending categories outside of fashion and beauty were personal care, followed by household supplies.

It could also be a big opportunity for other device-agnostic payments apps that don鈥檛 offer contactless payments鈥攍ike BNPL firms Klarna and Affirm. That could help them finally break into in-store retail. Our take: On its own, Vipps isn鈥檛 going to take down Apple Pay鈥檚 preeminence.

These efforts will be especially important for Klarna as the BNPL boom fades, leading to slowing user growth: The number of US BNPL users will rise just 6.9% YoY in 2024, compared to 17% in 2023 and 20.5% in 2022, per our forecasts.

The BNPL provider estimates that the assistant will drive a $40 million profit improvement in 2024. Mastercard launched a genAI-based chatbot called Shopping Muse. It helps to guide shoppers along the purchase journey, aided by image recognition and identifying users based on their assumed interests rather than just personal traits. Fraud prevention.

How we got here: Gen Zers are more likely than any other generation to use BNPL, but this debt isn鈥檛 usually reflected in their credit scores or overall balances. Among Gen Z respondents, 50% frequently use BNPL, and we forecast 26.4 million US Gen Zers will use it  by the end of 2024.