Last week, payment platform Affirm announced the launch of its app, which allows consumers to shop at almost any store and pay for their purchases in installments, the company said in a press release.

The company noted that half of its users are Millennials or Gen y shoppers. Retailers that partnered with a payment company experienced up to a threefold increase in on-site conversions compared to other apps, and those that accept Apple Pay or Google Pay also experienced a 14% increase in in-store transactions, according to the company.

Using Affirm’s underwriting system to pre-qualify users, the app allows users to shop using credits they can “responsibly afford” and 0% and low APR offers on notable brands, the company said in a press release.

Just in time for the holidays, the firm appears to be pushing its alternative payment method for credit cards to unwanted consumers. For the findings cited by the company, 67% of consumers say they want to avoid credit cards this holiday season.

Given that most of The company’s gen customers and millennial shoppers, it’s no surprise that conclusion. Gen and millennial consumers have long had a complicated relationship with credit cards. 

While many store credit card holders regret opening such accounts, consumers, especially young Millennials, continue to apply for in-store credit cards, but they are also more likely to be denied those cards. Just this year, retailers such as Walmart, Sephora and Sally beauty have created their own branded credit cards Packed with customer perks. 

Affirm’s rivals Klarna and Afterpay offer similar services where consumers can pay in installments and have attracted retailers such as Toms, Asos, Levi’s and Ray-Ban. Meanwhile, Affirm is working with retailers such as Walmart and Verishop to offer their installment payment services to new customers before the app is rolled out. 

It remains to be seen how the overall economy and consumers ‘ willingness to take on debt will affect this year’s holiday season. Consumers are paying attention to how tariffs will affect the cost of leisure goods. While some consumers expect to spend more this holiday season, others are tightening the reins.