David’s Bridal is rolling out Sezzle’s buy now, pay later (BNPL) service across all its stores in the U.S., Canada, and Mexico, the retailer announced Nov. 25.
The addition gives brides and wedding parties the option to split purchases into installments in time for year-end promotions and holiday shopping. Sezzle’s BNPL offering is live at more than 190 stores, with the retailer expecting support for online checkout “in the coming weeks,” according to the Nov. 25 announcement. The move is part of David’s broader push to streamline the wedding journey and offer more flexible payment tools as it undergoes a larger digital transformation.
David’s Bridal, the largest bridal retail chain in the U.S., ranks No. 468 in the Top 2000. The database is Digital Commerce 360’s ranking of the largest North American online retailers by their annual ecommerce sales. Digital Commerce 360 projects David’s Bridal’s online sales in 2025 will reach $167.22 million.
BNPL supports David’s Bridal’s mission to simplify the wedding journey
David’s BNPL launch arrives as customers face rising wedding costs. The average cost of a U.S. wedding reached roughly $33,000 in 2024, according to The Knot’s 2025 Real Weddings Study. That’s up from about $28,000 in 2019.
At the same time, flexible payments are increasingly influencing online spending behavior. A 2023 Bizrate Insights survey found that nearly 22% of ecommerce shoppers said they’d spend more if flexible payment options were available. The survey also found that retailers offering BNPL can see reduced cart abandonment and improved conversion rates.
Although credit and debit cards still dominate, 21% of respondents said the lack of flexible payment options would make them reconsider their purchase. Respondents also cited faster payments (30.8%) and perceived security (20.6%) as key reasons for choosing alternative payment methods, Bizrate Insights found.
Against that backdrop, David’s Bridal said the Sezzle partnership supports its push to ease friction throughout the wedding planning experience. As couples face rising expenses and tighter planning timelines, the company said Sezzle provides “meaningful financial flexibility.” It also offers consumers “more control by helping them plan, purchase, and celebrate on their own terms.”
According to the announcement, in-store shoppers can now use Sezzle’s Pay-in-4 option to split purchases into four interest-free payments over six weeks. They can also pay in full using Sezzle’s checkout system. The partnership also integrates Sezzle’s credit-building and payment innovation tools, giving shoppers “more customization and financial freedom,” David’s Bridal said.
“We know the bridal journey can be overwhelming — from managing budgets to coordinating dresses for the entire party,” said Elina Vilk, president and chief business officer at David’s Bridal, in a prepared statement. “Our mission is to simplify that experience at every turn. Partnering with Sezzle allows us to give brides and shoppers more flexibility, less stress, and payment options that meet them where they are.”
The BNPL launch also coincides with the retailer’s holiday shopping promotions. According to David’s, online purchases on Thanksgiving Day are eligible for 20% off. Meanwhile, additional deals — including up to 75% off select bridal gowns and dresses — are running from Black Friday through Cyber Monday, both in-store and online.
BNPL adoption grows as shoppers seek more payment options
BNPL continues to gain traction, particularly during peak shopping periods. According to research from Capital One Shopping, an estimated 86.5 million U.S. consumers used BNPL services in 2024. That’s a 6.9% increase from the previous year, with projections reaching 91.5 million users in 2025.
Holiday spending plays a major role in adoption. According to the latest Adobe Analytics data, U.S. shoppers financed $18.2 billion in holiday purchases through BNPL in 2024, accounting for 7.5% of total holiday spending. That was up from $16.6 billion in 2023. On Cyber Monday 2024 alone, BNPL transactions reached a record $991 million, Adobe reported.
Adobe now projects BNPL usage will rise again this season as consumers seek greater payment flexibility. The firm expects BNPL to drive $20.2 billion in online spending, an 11% year-over-year increase. Cyber Monday BNPL purchases are forecast to surpass $1 billion. Additionally, Black Friday is expected to see $761.8 million in BNPL spend, up 11% year over year, according to Adobe.
Tied to David’s broader tech and ecommerce shift
The BNPL integration also ties into the retailer’s broader digital transformation strategy under new CEO Kelly Cook, who took the helm in April. David’s Bridal is repositioning itself through its new Aisle to Algorithm strategy. The company described it as “an asset-light, AI-powered business model integrating retail, media, and wedding planning.”
As part of that strategy, David’s has been building out a suite of digital offerings across its Pearl ecosystem, including agentic AI features in its Pearl wedding planner. In June, the retailer announced plans to adopt Shopify’s platform to support new ecommerce and omnichannel functionality. The rollout will bring a series of upgrades, the company said, including faster checkouts, flexible payments and online-to-offline cart integration.
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