Key Insights

• Offering financing early in the shopping journey is essential as the window for influencing big-ticket purchases has shrunk to just 45 days.
• 81% of shoppers expect to see financing information upfront, and 20% visit retailers specifically for a financing offer.
• Clear financing options can increase affordability, influence budgets, and boost purchase size.

The major purchase journey is speeding up—now averaging just 45 days, 10 days shorter than 2023. With less time to capture consumers’ attention, retailers must influence buyers quickly, especially in the crucial pre-purchase phase.

Financing: Driving Traffic and Purchase Decisions

Our latest Major Purchase Study finds that 81% of shoppers expect financing options early in their journey. Notably, about 1 in 5 shoppers (20%) visit a retailer initially because it offers financing, showing that financing can be a powerful traffic driver. Further, since 50% of purchases happen on the first visit, presenting clear financing options upfront is essential.

Financing heavily influences decisions too—68% say it impacted their purchase, and 71% agree it makes major purchases more affordable. With 90% of shoppers wanting clear financing info early and 86% understanding financing terms, retailers have a strong mandate to highlight these options from the start.

Influencing Budgets and Increasing Purchase Size

Nearly half of shoppers set their budgets after research, and over half turn first to retailers for guidance. Offering financing early can shape those budgets and encourage higher spending, boosting ticket size.

Value Beyond Price Matters

Today’s shoppers seek value beyond price alone. While quality remains important, factors like a shorter sales process (53%), desirable financing options (59%), fast delivery or installation (61%), and feeling that the retailer genuinely cares (70%) weigh heavily in their buying decisions. Importantly, 60% say the economy hasn’t impacted their decision, and 42% view their purchase as a necessity—highlighting consistent demand despite economic uncertainties.

What Retailers Should Do

In this faster-paced market, retailers must lead with clear, upfront financing offers and deliver a customer experience that is fast, supportive, and caring. Those that do stand to attract more shoppers, influence budgets, and close sales more efficiently.

FAQs

Q: Why is financing early in the purchase journey important for retailers?
A: Financing early is critical because the major purchase cycle now averages just 45 days, giving retailers less time to engage shoppers. Offering financing upfront can attract more traffic, influence budgets, and increase purchase size, ultimately leading to faster and higher-value sales.

Q: How does offering clear financing options compare to retailers who do not?
A: Retailers offering clear, upfront financing options benefit from increased shopper visits (20% choose retailers specifically for financing), higher purchase affordability, and greater influence over consumer budgets. This leads to a more efficient sales process and improved customer satisfaction compared to retailers who delay or obscure financing details.

Q: What percentage of shoppers expect financing options early in their journey?
A: According to the Synchrony’s 2025 Major Purchase Study, 81% of shoppers expect financing early and 90% want clear financing information upfront—highlighting strong consumer demand for transparency.