Blue Nile, the online retailer for diamonds and fine jewellery is including a lot many easy payment facilities under its ‘Bill Me Later’ payment option, to support consumers’ purchase intent during the holiday season, which has been dampened by the global financial recession. %% This facility is being provided when the customers make purchase orders either online or through the telephone. When the billing is more than $500, the customers using this facility can ask for finance support for six months without interest added to it. If the billing is more than $250, the option is valid at zero percent interest but for three months. Also, the company is offering third party finance through Bank of America. %% The company offers services like free FedEx delivery on all purchases, grading reports for all certified diamonds, professional appraisals for diamond, gemstone and pearl jewellery over $1,000, and a 30-day return period, to enhance the consumer confidence.