Financing FOMO: Buy Now Pay Later in Coachella & E-Commerce
Marketing & creative project by BILLIONMONSTERS ahead of Coachella for a luxury hospitality client based in Palm Springs, CA.
More Access, More Purchases
Coachella tickets started at $599 this year—but you could lock in your spot for just $49.99 down.
Roughly 60% of general admission tickets to the Coachella music festival this year were bought through a payment plan, according to Billboard. And Coachella isn’t alone: major events like Lollapalooza and Rolling Loud have also leaned into this model, meeting fans where they are financially—and offering a way in that doesn’t feel quite as heavy on the wallet.
This shift reflects a larger trend: Buy Now, Pay Later (BNPL) is no longer just a seasonal tool or checkout add-on. It’s becoming a pillar of how Gen Z shops. In 2024, 43.4% of Gen Z consumers used BNPL services, and that number is only climbing as mobile wallets and financial flexibility become the norm.
E-Commerce
For e-commerce brands, BNPL isn’t just about convenience—it’s a clear path to conversion. According to a research by the Federal Reserve Bank, when BNPL is available, consumers spend up to 20% more. It's especially effective during big sales and exclusive drops, where urgency and desire are already high. The option to split a purchase into smaller payments gives customers what they want, faster—and makes big-ticket items feel more attainable.
Studies from the New York Fed found that BNPL isn’t just shifting the “when”—it’s increasing the how much. And less creditworthy consumers are often the most responsive to these offers. Which means that while brands can benefit from a higher Average Order Value (AOV), they also have a responsibility to educate and support their customers in navigating this new normal.
Afterpay, a 'buy now, pay later' service, lets you shop everything from clothing to travel on a payment plan.
Source: Afterpay
Consumer Spending Is Evolving
BNPL is more than a payment method—it’s part of a cultural shift toward flexibility, speed, and instant gratification. It’s the same psychology that drives viral Coachella drops, last-minute flight deals, and one-click checkout.
The key for e-commerce brands? Use it strategically. Build in transparency. Provide value before and after the sale. And recognize that today’s shopper is motivated not just by price, but by the feeling of access—of being able to say yes in the moment.
BNPL is here to stay. And done right, it can be a tool for building trust, boosting revenue, and meeting customers exactly where they are.
