The pain of payment---a negative feeling consumers experience during the process of paying for a good or service---can reduce access to the veterinary services market. We examine the potential of payment plans to reduce pain of payment among pet owners from a theoretical and empirical perspective. We find that payment plans reduce pain of payment by decreasing the price and income effects of purchasing veterinary services. An important, additional finding is that some consumers discount the payment plan option. We suggest that payment plan options should be carefully considered for different groups of consumers.