Afterpay has announced a new series of partnerships, strategically timed for the holiday shopping season, to provide consumers with flexible payment options across various retail categories, including fashion, lifestyle, and home goods. The expansion includes new collaborations with brands such as Jenni Kayne, Hibbett, Diesel, Thursday Boots, Tecovas, Z Gallerie, The GLD Shop, Coolibar, The Woobles, Effy Jewelry, Von Dutch, SP5DER Worldwide, and Christy Dawn.
As consumers prepare for holiday purchases, flexible payment solutions have gained importance for budget management. Afterpay research from September 2025 indicates that 44% of financially stressed consumers plan to use Buy Now, Pay Later (BNPL) services for holiday shopping, primarily for improved budget control and the ability to spread costs. Furthermore, data from April 2025 shows that 63% of Gen Z consumers are opting for alternative payment methods like BNPL over traditional credit cards, seeking more transparent financing options.
Tanuj Parikh, Head of Commercial, North America, Cash App and Afterpay, stated, “The holiday season is when consumers are most actively seeking flexible ways to manage their spending while still being able to give meaningful gifts and treat themselves. Our expanded merchant network ensures that shoppers can access their favorite brands responsibly, whether they’re shopping for loved ones or refreshing their own wardrobes for the season.”
The new partnerships span diverse consumer categories, including Fashion & Apparel (Jenni Kayne, Thursday Boots, Diesel, Von Dutch, Christy Dawn, SP5DER Worldwide, Coolibar, Adrianna Papell), Footwear & Outdoors (Hibbett, Tecovas, Coolibar), Jewelry & Accessories (Effy Jewelry, The GLD Shop), Home & Creative (Z Gallerie, The Woobles, art.com, All Posters), and Beauty (Caliray Beauty, Noyz).
Many of these brands will integrate Afterpay services for both online and in-store purchases, providing customers with consistent payment flexibility across shopping channels. Bill Quinn, CIO, Hibbett, commented, “We’re excited to partner with Afterpay to offer our customers more payment flexibility. This collaboration allows us to meet our customers where they are and provide them with the tools they need to shop confidently during the holiday season.”
Afterpay’s core service, Pay in 4, enables customers to divide purchases into four interest-free installments typically due every two weeks. For larger transactions, Pay Monthly offers extended payment plans. The platform upholds consumer protections, reporting that 98% of traditional Afterpay purchases incurred no late fees and 95% of installments were paid on time as of Q3 2025.
The integration of these premium lifestyle and fashion brands highlights Afterpay’s continued expansion across key consumer sectors, providing shoppers with more avenues to engage with preferred brands while maintaining control over their expenditures. Afterpay operates in Australia, Canada, New Zealand, the United States, and the United Kingdom (where it is known as Clearpay) and is a wholly owned subsidiary of Block, Inc. (NYSE: XYZ).
