How Serving Non-Prime Consumers Can Drive Sales

06/12/2025

More than 45 million Americans remain underserved or excluded by traditional credit systems. (1) These consumers often arrive at checkout ready to make a big-ticket purchase. However, they end up walking away because they lack access to flexible alternatives to financing, like lease-to-own (LTO). 

While some consumers may have partial solutions, many still struggle to gain access to the durable goods they need. (2) For retailers evaluating ways to drive business by serving this segment with LTO, considerations include: 

  • Key dynamics shaping the non-prime consumer segment 
  • The role of LTO as an alternative to financing 
  • Operational advantages for merchants and enterprise retailers partnering with Acima  

Understanding the Non-Prime Consumer Segment 

Structural Barriers to Financing 

An estimated 50% of U.S. consumers are classified as non-prime and are less likely to qualify for credit-based financing. (3)  

Within this demographic, flexibility at checkout and control over spending are often paramount. Notably, Gen Z exhibits a high degree of financial constraint, with approximately 70% living paycheck to paycheck. 

Moreover, research has found that Gen Z consumers are choosing to live paycheck to paycheck by choice, prioritizing discretionary spending preferences and making personal budgeting decisions that show a strong desire for financial autonomy. (4) 

Core Challenges for Non-Prime Consumers 

This consumer group commonly encounters a range of limitations at checkout: 

  • Difficulty getting approved for financing due to credit-related denials or limitations (5) 
  • Limited ability to acquire big-ticket durable goods such as furniture or appliances 
  • Preference for alternative transaction methods, including non-credit-based models (6) 

The Strategic Value of LTO Integration 

Enhancing Discoverability and Reach 

Retailers integrating with Acima gain visibility with various consumers in-store, online and on the Acima app: 

  • Acima MarketPlace™: Retailers with eCommerce storefronts are visible to consumers in a product category-specific eCommerce locator page 
  • Find-A-Store Locator: For consumers looking to find a retailer near them, Partners are displayed on the online store locator 

These access points enable enterprises to engage qualified consumers based on geography and merchandise category. Additionally, the lease renewal payment system within LTO provides broader accessibility, aligning with how many non-prime consumers prefer to transact.  

Since lease renewal payments are aligned with consumer paydays, it provides them with the opportunity and flexibility to shop within their budget. 


Strengthening Consumer Retention 

When retailers provide alternatives to financing that reflect the needs of non-prime consumers, shoppers are more likely to feel understood, supported and confident in their purchasing decisions (7).  

Offering inclusive purchase solutions signals a commitment to convenience and choice, improving the consumer experience and fostering repeat business. (8) 

For deeper insights on relationship development, see: 


Integration and Operational Efficiency 

Acima delivers streamlined, ready-to-use integrations that are easy to implement and require minimal setup support in both in-store and digital commerce environments. 

For eCommerce partners, the LTO application and checkout process can occur within the retail interface via the app, minimizing drop-off rates and creating a frictionless consumer journey. 


Market Expansion Through Financial Inclusion  

Retailers seeking to diversify their consumer base and improve accessibility can leverage Acima to serve non-prime audiences. 

For merchants and enterprise retailers, this means increased growth opportunities for conversions and market penetration. Evaluating Acima as an additional way for consumers to shop—especially those who may not use credit—can position retailers to meet shifting consumer expectations with agility. 

Begin today by connecting with Acima and seeing how your business can benefit from becoming a Partner. 

 

Frequently Asked Retailer Questions 

Business operators evaluating LTO often inquire about operational details: 

  • What mechanisms drive sales growth? 
  • What are the consumer application requirements? 
  • What is the typical approval timeline? 
  • Who retains ownership of the merchandise? 
  • How are payments remitted to the retailer? 

Answers to these and other questions are available on the partner resource page and in this detailed overview. 

 


The content of this article is provided solely for general interest and should not be relied upon or construed as any form of advice, whether legal, financial, or otherwise. Receipt or use of this information does not create any sort of relationship between us. 

 

Sources: 

  1. TransUnion. More than 45 million Americans are credit unserved or underserved. 
  2. Consumer Financial Protection Bureau (CFPB). Consumer credit card market report. 
  3. Acima. Inclusive shopping options white paper. 
  4. PYMNTS. Gen Z accounts for largest increase in paycheck-to-paycheck consumers. 
  5. Federal Reserve Board. Economic Well-Being of U.S. Households in 2023 fact sheet. 
  6. PYMNTS. Consumer choice pushes the issue for alternative payment methods. 
  7. Concora Credit. 2024 POS consumer survey. 
  8. National Retail Federation (NRF). 25 predictions for the retail industry in 2025.