Afterpay goes omnichannel with retail holiday

A leading buy now, pay later (BNPL) platform is including brick-and-mortar shopping for the first time in its bi-annual savings event.

Afterpay is hosting its fifth Afterpay Day for an extended four-day period, March 25-28, 2021. The omnichannel event will include deals and promotions with discounts of up to 70% from nearly 3,000 fashion, beauty, and lifestyle retailers and brands.

A number of new brands partnering with Afterpay in-store will be participating in the upcoming sales event, offering promotions across e-commerce and their physical locations, including Steve Madden, MAC Cosmetics, Jo Malone London, Aveda, Origins, and Vera Bradley. The Afterpay app enables customers to locate participating store locations near them.

In addition, some participating retailers will offer exclusive promotions that are only offered to Afterpay customers, who can use the Afterpay Shop Directory to unlock special deals from Shein, Anthropologie, J.Crew, Gilt, Rue La La, Puma, Tarte Cosmetics, and Kiehl's. 

Afterpay customers will also be able to utilize the newly-launched "Favorites" feature on Afterpay Day. Located within the Afterpay app, it allows shoppers to browse their most-wanted items and add them to their favorites to revisit at a later date.

"This season's Afterpay Day is bigger and better than ever,” said Melissa Davis, head of North America, Afterpay. “We have extended our sale to physical retail, doubled the number of sale days and, most importantly, we have more than doubled the amount of merchants who are offering incredible deals and promotions to their shoppers. We are proud to deliver this incredibly popular event just as retailers welcome their customers back to their stores for spring shopping."