Why Buy Now Pay Later Targets Women

“It’s about time we called this practice out for what it is – aggressively targeting women to spend more than they can afford, under the guise of helping them. Whilst buy now pay later can help a select few spread out payments for essential item, in the main it is a tool to help retailers increase the average basket value of customer purchases and can create problematic debt when people struggle to repay” – Laura Pomfret, BBC Finance Expert

Buy Now Pay Later targets women through schemes like Klarna and Monzo Flex, which have become a part of many people’s shopping routines – especially women. More than 60% of BNPL users are women, with most purchases falling into categories like fashion, beauty and homeware. Products like Klarna are designed to make spending feel easier – but that convenience comes with a cost.

Ahead of Klarna’s IPO and Monzo Flex looking to be on a similar track, it’s never been clearer that the profits of these companies are built on women’s overspending. Data shows customers spend way more when they use BNPL – something Klarna actively promotes to retailers to increase basket size.

Is Buy Now Pay Later Regulated?

The UK government has announced new rules (coming in 2026) to bring BNPL under proper regulation – including mandatory affordability checks, clearer risk warnings and giving shoppers Consumer Credit Act protections and access to the Financial Ombudsman. This is a big step and a clear sign that what feels like “just another payment option” is actually a source of debt. 

It may seem harmless, but it’s disproportionately affecting women’s finances. And the founders of these companies are set to make millions from the debt that many women are struggling to repay.

How to Break Up with Buy Now Pay Later

1️⃣ Acceptance

First up, accept that BNPL isn’t a great money habit. You’ll likely spend more on credit than with cash because when you don’t see the money leaving your account, it feels easier to spend more. But if you really want something, saving up and paying with your hard earned cash is the move.

2️⃣ Literally just stop

Before clearing any balances, stop using BNPL completely. No more purchases until you’ve saved or can pay upfront in full.

3️⃣ Pay off your balance

Now you’re not spending on BNPL, focus on paying off what you owe with the money left after your bills and essentials.

4️⃣ Delete your account

This is a breakup, not a break. Once you’re all paid, delete your account for good. Removing temptation helps you stay on track because you’re in control.

5️⃣ Find better dopamine hits
If you’re scrolling and shopping for joy, it’s likely the dopamine buzz of spending that keeps you hooked. Try healthier, budget friendly alternatives like exercise, music, fresh air, your favourite shows or getting creative.

Want more on breaking up with BNPL? Check out this episode of The Vault Unlocked ⬇️