Macroeconomic pressures have created a lasting value-seeking consumer, with 40% of US consumers now identifying as being in a persistently value-seeking mindset. Drawing on a survey of 30+ financial services leaders at CardCon 2026, Rakuten Advertising examined what that shift means for affiliate marketing, and why this creates a positive tailwind for the industry.
One of the clearest signals is the growth of Buy Now, Pay Later, where buyer growth is outpacing traditional cards at 31% versus 24%. The data shows BNPL is being used to finance frequency rather than large purchases, with users in categories like apparel and electronics transacting up to 27% more often even at lower average order values.
Rather than replacing credit cards, BNPL is producing the hybrid consumer: a financially savvy shopper who uses both, choosing the right payment method for each occasion. The research points to this group as the best customer for affiliate marketers to target.
Read the full analysis, including three actionable strategies for reaching this consumer, here.
