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Anita Lifen Zhao, Associate Professor of Marketing at the School of Management, Swansea University

Many shoppers take a strange comfort of buying now and paying later – but it can come with a sting after Christmas

shutterstock BongkarnGraphic/Shutterstock

It’s that time of year again, and retailers are pulling out all the stops to get us spending – from Black Friday to new year’s sales.

The average Briton expects to shell out around £300 on Christmas gifts. But as budgets tighten, more people are turning to buy-now-pay-later schemes to spread the cost over time. Our research has uncovered how these services have become woven into many people’s festive spending.

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