Affirm Stock: Strategic Moves Position BNPL Leader for Critical Holiday Season

Affirm Holdings, the pioneering force in the buy-now-pay-later sector, is making two significant strategic plays ahead of the crucial holiday shopping period. The company is simultaneously expanding a key retail partnership and launching a major promotional campaign. These developments raise a pivotal question for investors: do these initiatives signal sustainable growth or merely a temporary boost for the stock?

Aggressive Customer Acquisition Campaign Launches

In a direct move to attract new users, Affirm has initiated a three-day “0% Days” promotion. This limited-time event features thousands of exclusive zero-percent APR offers from leading retailers, strategically designed to drive customer acquisition. The campaign aims to bring consumers into the Affirm ecosystem, encouraging adoption of both its core application and the Affirm Card payment solution.

This promotional blitz comes at an opportune moment, aligning perfectly with the pre-holiday shopping season. In an increasingly competitive BNPL landscape, the company is positioning its transparent, interest-free offerings as a key differentiator to capture market share.

Major Partnership Expansion with Wayfair

Perhaps the more substantial development is the significant expansion of Affirm’s existing relationship with home furnishings giant Wayfair. The enhanced collaboration now integrates Affirm’s flexible payment solutions directly into the checkout process across all Wayfair brands.

This strategic deepening of an eight-year partnership arrives just as Wayfair prepares for its major “Way Day” sales event in late October and the upcoming Christmas shopping season. Consumers will now have access to customized installment plans extending up to 36 months, featuring rates starting at 0% APR with no hidden fees. This move solidifies Affirm’s focus on the lucrative home goods sector, where big-ticket purchases and flexible payment options are particularly valuable.

Should investors sell immediately? Or is it worth buying Affirm Holdings?

Market Analysts Maintain Bullish Outlook

Recent analyst activity appears to support a positive view of these developments. Earlier this month, Rothschild Redburn upgraded its rating on Affirm shares from “Neutral” to “Buy,” simultaneously raising its price target from $74 to $101. The consensus price target among all covering analysts stands at $85.09, suggesting substantial upside potential remains despite the stock’s recent appreciation.

The equity has demonstrated technical strength, closing last week with a 17% gain and trading comfortably above its 50-day moving average. However, shares still trade nearly 20% below their 52-week high, indicating a significant resistance level that must be overcome.

The Ultimate Test Approaches

While the strategic positioning appears strong, the true validation of these initiatives will come on November 6th, when Affirm reports quarterly earnings for its first fiscal quarter of 2026. This financial release will reveal whether the partnership expansion and promotional campaigns have successfully translated into measurable revenue growth and increased transaction volumes.

The central question remains: will these strategic moves provide the necessary momentum to return the BNPL pioneer to a sustained growth trajectory, or will their impact prove fleeting? The upcoming earnings report will provide the first concrete evidence of whether these initiatives are resonating with consumers and merchants alike.