More Americans are leaning on “buy now, pay later” (BNPL) services to cover groceries and meals, according to financial services firm LendingTree.

In an April survey of 2,000 US consumers, nearly half said they’ve used BNPL at least once, with 22% having used it six or more times. They’re also falling behind more often: 41% have made a late BNPL payment in the past year — up from 34% in 2024 — while 60% said they’ve juggled multiple BNPL loans at once.

But what’s most telling is how this once optional tool for splurges is now creeping into everyday essentials.

While the top three BNPL purchases — apparel and accessories, tech devices, and home furnishings — remained unchanged from last year, essentials are quickly climbing the list: 25% of consumers are now buying groceries through BNPL, up sharply from 14% a year ago.