Our latest data shows something every retailer should pay attention to: consumers now expect flexible finance options at checkout as standard, and that expectation is shaping how, where and when they choose to buy.

The data shows, that across the past year, high value purchasing stayed strong, not because customers suddenly had more disposable income, but because they are using finance to sensibly spread cost. 

Finance has now become a core expectation of the modern shopper and it guides where they shop and how much they spend. 

The shift in customer behaviour is unmistakable. Retailers who don't offer finance often force shoppers into an all‑or‑nothing decision, while competitors empower them with flexible ways to spread costs. In a market where budgeting matters, that difference often determines who wins the sale.

Your customers expect you to offer them ways to pay.

Our most recent analysis shows changes reflected across UK retail:

1. Finance usage is widening across age groups

Until the last year or two, the wider point‑of‑sale finance market was often heavily dominated by 25-34‑year‑olds, a trend noted consistently in external research.

Mintel's "Consumer Borrowing" and "Retail Finance" reports (2023-2025) show that BNPL and POS finance historically over‑indexed among younger millennials but that usage has since expanded significantly among 35-54‑year‑olds as finance becomes a mainstream budgeting tool.

Statista's UK BNPL demographic analysis (2023-2025) also highlights that the largest year‑on‑year growth now comes from the 35-44 and 45-54 age groups, indicating that instalment-based payment is no longer a youth‑centric behaviour.

This widening is further backed by the Payment Systems Regulator's Consumer Research (2024/25), which found that nearly half of UK adults now use some form of POS finance, with strong adoption beyond the under‑35s.

These wider industry findings align with what we are seeing, our own data shows demand for finance has grown across a wider age spectrum. More customers, young and old, now expect businesses to offer finance and are treating it as a budgeting tool.

For retailers, this means finance is no longer a fringe offering, it's mainstream, cross‑generational, and expected.

2. Flexible finance is supporting deliberate, considered purchases

Shoppers are planning more, comparing more and evaluating more. They want the right product, but they want the cost to fit their monthly budget. 

3. High-value sectors use finance as a conversion tool more than ever

Sectors such as home improvement, renewable energy, insulation, heating, jewellery, furniture and lifestyle continue to see a strong demand from their customers to spread their costs.

Retailers in these areas increasingly rely on finance to convert interest into completed sales.

Finance is now a key lever for conversion.

Why retailers are expected to offer finance now

The shift in consumer behaviour is clear: people are no longer only considering whether they want an item, they're considering how they will buy it.

Customers expect retailers to:

Help them spread costs
Offer clear, structured repayment options
Support responsible budgeting
Make bigger purchases feel achievable

When retailers fail to offer finance, shoppers move quickly to those who do. This is especially true in high value sectors, where the upfront cost could be a barrier to completing the sale.

Finance helps remove that barrier.

How offering finance can boost your business

Retailers adopting finance see measurable commercial benefits:

1. Higher conversion rates
Customers are more likely to complete their purchase when they can spread the cost, especially on high ticket items where hesitation might come into play.

2. Increased average order values
Finance opens the door for customers to buy the product they really want, rather than compromising due to upfront affordability.

3. Reduced basket abandonment
Price is one of the biggest triggers for drop off during checkout. Finance helps remove that friction.

4. Better customer experience
Finance helps customers budget responsibly and buy confidently, which strengthens brand trust and repeat purchasing.

5. Immediate competitive advantage
If your competitors offer finance and you don't, customers will choose the retailer that helps them manage their cashflow. 

Bringing finance into your business doesn't need to be complex

Modern POS finance is far easier to introduce than most retailers expect. With the right partner, you can get up and running quickly by:

1.    Working with a trusted provider who handles the heavy lifting
2.    Placing clear finance messaging where customers make decisions
3.    Giving staff simple, practical guidance on how finance works
4.    Displaying finance options clearly on product pages and at checkout
5.    Matching finance plans to customer needs, from interest free to classic interest‑bearing options

When done well, finance feels like a natural part of the buying journey, not an add‑on.

Why retailers choose V12 Retail Finance

Working with us means partnering with a team that puts your business and your customers first. 

You get:

Clear, compliant finance options customers can trust, backed by a partner who lives and breathes responsible lending
Smooth, supported onboarding, with experts who make setup simple and keep your team confident from day one
Tools and insight that help you understand your customers, strengthen journeys and unlock smarter decisions
Experience built across thousands of UK retailers, giving you proven capability you can rely on
A partner already aligned to regulated, responsible finance practices, protecting your brand and supporting good customer outcomes

Simple, supportive, trusted. That's the V12 way.

Our data shows customers want finance. We help retailers offer it confidently.

Ready to boost conversions?

Get in touch

FAQs

1.   Do customers really expect finance now?

Yes. V12 data shows finance usage continually widening across ages 25 to 54 and beyond with finance becoming a mainstream budgeting tool for high value purchases.

2.    Is finance just for expensive items?

No. While it is strongly used for higher‑ticket items, customers also choose finance for lifestyle, wellness, home efficiency and mid‑range purchases.

3.   Will offering finance make my operations more complex?

Not with the right partner. V12 handles the regulated elements, making it simple for retailers to integrate finance seamlessly.

4.    Does offering finance increase my risk?

     No. With V12, the finance agreement sits entirely with us not you.

We take on the credit risk, underwriting, affordability checks, collections and regulatory responsibilities. You receive payment for the sale, while your customers enter their agreement directly with V12. Your role is simply to present finance clearly and compliantly, with our support every step of the way.