TALLAHASSEE, FL--(Marketwire - Oct 3, 2012) - eLayaway®, Inc., (OTCBB: ELAY) ("eLayaway" or "the Company"), parent company of DivvyTech, Inc., -- creators of innovative recurring payment technology solutions, specializing in online layaway services, announced that it is spearheading the fight against debt during National Layaway Week by providing consumers with a new, quick and easy process that utilizes the Company's core payment technology. The new service offering, known as the Layaway Genie, will facilitate layaway purchases that may have otherwise been unobtainable without the use of the tailored layaway solution.

Layaway Genie is a personal shopping tool that consumers can use to create a layaway plan for items and services that are not offered by a participating eLayaway affiliate or merchant. The Layaway Genie helps grant consumers' "shopping wishes" by making it possible to utilize eLayaway to furnish layaway payments for items that are not traditionally offered. For merchants, Layaway Genie provides the potential to convert existing wish lists into sales. At the time of layaway payment completion, an eLayaway representative locates the item through a secure, alternative fulfillment channel for purchase on behalf of the eLayaway Member. The Layaway Genie combines the power of eLayaway's payment management technology with the flexibility of traditional online shopping to make items and services more affordable through manageable incremental payments, regardless of the customer's financial capability. 

"Our mission is, and has always been, to help make purchases not just simply more affordable, but actually attainable for shoppers of any financial status," said Sergio Pinon, Chief Executive Officer and Founder of eLayaway. "By providing customers with the tools they need to create and manage tailored layaway programs, purchases as mundane as a pair of sneakers at a local retailer or as far reaching as a luxurious spa package at a high-end resort, can mean that any consumer, anywhere, may now significantly bolster their buying power."

For the past several years, National Layaway Week (celebrated the first week of October) has marked the beginning of the holiday shopping season. It reaffirms the need for affordable payment options that are not based on credit. While major retailers such as Walmart, Sears and Kmart offer an in-store layaway solution, eLayaway's various subsidiaries, products and services are focused on providing consumers with a better way to plan & pay for their purchases without adding to their debt through various channels both online and in-store. What makes eLayaway exceptional in this regard is, "we provide such a valuable and social service," said Pinon.

National Layaway Week serves to encourage consumers to begin their shopping early; which normally indicates an expectation of increased revenues for the Company during the holiday season. eLayaway executives however indicate that with the advent of the Layaway Genie, consumers now have the tools needed to explore their newly found purchasing power; having the ability to make a non-debt inducing purchase from in some cases, very unlikely merchants. This would considerably expand eLayaway's customer base in a way that none of the major retailers or wholesale clubs could possibly conceive while establishing its payment solutions platform as a viable option to merchants whom traditionally stray from 'layaway.'

Mr. Pinon concluded, "Layaway Genie is just one of the many products and services our subsidiaries have developed around providing the marketplace with the necessary tools for using or providing recurring payment options; especially via the web. We expect that our platform will soon be used to power the layaway programs for many of the major children's stores, toy stores, furniture stores, home improvement stores and other mega retailers. We strongly believe we are very close to concluding on some very lucrative opportunities to this regard."

About eLayaway
eLayaway®, Inc., is a publically-traded (OTCBB: ELAY) American payment and retail technology company headquartered in Tallahassee, Florida. The Company provides the management, administrative, marketing, IT and other pertinent resources for its six subsidiaries; DivvyTech, Inc., eLayaway, Inc., NuVidaPaymentPlan.com, Inc., PlanItPay.com, Inc., and Pay4Tix.com, Inc. Press summary, logos and screenshots available for download at: eLayaway.com/press.

Safe Harbor Statement
This report includes forward-looking statements covered by the Private Securities Litigation Reform Act of 1995. Because such statements deal with future events, they are subject to various risks and uncertainties and actual results for the current fiscal year and beyond could differ materially from the Company's current expectations. Forward-looking statements are identified by words such as "anticipates," "projects," "expects," "plans," "intends," "believes," "estimates," "targets," and other similar expressions that indicate trends and future events. Factors that could cause the Company's results to differ materially from those expressed in forward-looking statements include, without limitation, variation in demand and acceptance of the Company's products and services, the frequency, magnitude and timing of any or all raw-material-price changes, general business and economic conditions beyond the Company's control, timing of the completion and integration of acquisitions, the consequences of competitive factors in the marketplace, cost-containment strategies, and the Company's success in attracting and retaining key personnel. Additional information concerning factors that could cause actual results to differ materially from those projected is contained in the Company's filing with The Securities and Exchange Commission. The Company undertakes no obligation to revise or update forward-looking statements as a result of new information since these statements may no longer be accurate or timely.

For more information, please visit eLayawayInc.com.

Contact Information:

Media Contact:
Melissa Valido
eLayaway, Inc.
850.219.8210 Ext: 8221

Investor Relations Contact:
Howard Gostfrand
American Capital Ventures
(318) 918-7000