Can PayPal's 5% Cash Back on BNPL Fuel Its Growth This Holiday Season?

Core Insights - PayPal Holdings (PYPL) is launching a 5% cash back incentive for U.S. customers using its Buy Now, Pay Later (BNPL) service for online purchases from October 6, 2025, through the end of the year, aiming to enhance holiday spending and support merchant growth [1][9] - The company is also introducing a "Pay Monthly" option for in-store purchases, which will provide the same 5% cash back and flexibility at checkout, with a rollout planned over the coming weeks [2][9] - Over 80% of consumers who have used or considered BNPL are open to using it for holiday shopping this year, indicating a strong opportunity for merchants to increase sales and customer loyalty through flexible payment options [3] Company Performance - PayPal is a leading provider of BNPL services globally, with its BNPL solution available in major markets, allowing shoppers to split purchases into manageable payments while earning cash back [4] - In Q2 2025, BNPL volume for PayPal grew over 20% year over year, and monthly active accounts increased by 18%, demonstrating strong consumer engagement [5] - PayPal shares have declined 16.4% year to date, underperforming the broader industry and the S&P 500 Index [8] Valuation and Estimates - PayPal shares are currently trading at a discount, with a forward 12-month P/E ratio of 12.59X compared to the Zacks Financial Transaction Services industry's 20.21X [11] - The Zacks Consensus Estimate for full-year 2025 EPS has been revised upward, suggesting a 12.5% growth year over year [13] - PayPal holds a Zacks Rank 2 (Buy), indicating a positive outlook for the stock [17]