Paidy's 2025 Shopping Trend: Intentional and Balanced Spending Habits

Paidy, a leading provider of Buy Now Pay Later (BNPL) services in Japan, recently released an insightful report detailing the shopping trends of its customers for the year 2025. The data, gathered between January 1 and November 13, reflects a response to the ongoing challenges posed by inflation and a weakened yen, which have significantly increased living costs.

Despite these financial pressures, Paidy’s customer base is showing a growing trend towards intentional spending, as they prioritize personal time and hobbies while maintaining financial savvy. Many customers have embraced Paidy's fee-free installment payment options, celebrating its fifth anniversary this year. The popularity of these options indicates a shift towards utilizing smart payment methods for both digital content and travel, with reported usage increasing by 10% compared to the previous year. Notably, the twelve-month installment plan saw a surge in usage by 90% year-over-year, indicating a strong preference for this flexible payment option.

Key Purchases in 2025

The top three items purchased using Paidy in 2025 include:
1. Apple's iPhone
2. KDDI and Okinawa Cellular's povo2.0 online subscription fees
3. INFORICH's CHARGESPOT™ mobile battery sharing service fees.

It's worth noting that the inclusion of povo2.0 in the top three marks a significant shift from the previous year's trends, attributed to its introduction of fee-free installment plans starting from October this year. This has seen a remarkable uptake among consumers looking for cost-effective options amid rising prices.

Shopping Peaks and Popular Items

March 1st stood out as the day with the highest customer engagement on Paidy, likely boosted by Qoo10's popular Mega Sale and various campaigns with travel partners such as Tiger Air Taiwan and Tokyu Store's online supermarket. Similarly, September 10th marked another peak day, coinciding with the latest iPhone models’ announcement, which had consumers flocking to reserve their orders through Paidy’s unique installment service. This trend underscores the practical advantages of Paidy, which allows for easy ordering with just a click during high-demand periods.

Annual Rate of Increase

The fee-free installment payment plan, which celebrates five years of service this year, has seen over a 10% increase in both usage frequency and total spending compared to the same period last year. Particularly noteworthy is the growth of the twelve-month option, which has nearly doubled in utilization. This indicates a growing acceptance of Paidy's services as smart shopping tools amidst ongoing inflation. The top purchases using the installment option include digital content like
Monster Strike” or various streaming services, alongside travel-related expenditures like bus tickets and airfares. This highlights consumers' preferences for utilizing these plans for enriching their leisure and travel experiences.

Sector Trends

- Beauty: Paidy customers have favored Korean cosmetics, with the top three items purchased through Qoo10 being:

1. Anua's Retinol Serum
2. 23yearsold's Concealer
3. Anua's Azelaic Acid Serum.
These top items reflect a growing interest in skincare among consumers.

- Healthcare: The ease of access to online medical consultations has spurred interest in purchasing medications through Paidy, which have doubled compared to last year. Particularly, the contraceptive pill