Private Card
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Private Card
July 07, 2022 14:03
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LaToya Irby is a credit expert who has been covering credit and debt management for The Balance for more than a dozen years. She's been quoted in USA Today, The Chicago Tribune, and the Associated Press, and her work has been cited in several books.
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J.R. is a terms editor at The Balance, a role in which he focuses on providing clear answers to common questions about personal finance and small business. J.R. has more than 10 years of experience reporting, writing, and editing. As an editor for The Balance, he has fact-checked, edited, and assigned hundreds of articles.
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Private label cards, also known as store cards, are credit cards you use at a specific retailer. You can use some private label cards to earn rewards and discounts. If you make a purchase with promotional deferred interest, be sure to pay the entire balance before the promo period is over. Co-branded credit cards and general rewards cards are good alternatives to private label cards.
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Erika Rasure, is the Founder of Crypto Goddess, the first learning community curated for women to learn how to invest their money—and themselves—in crypto, blockchain, and the future of finance and digital assets. She is a financial therapist and is globally-recognized as a leading personal finance and cryptocurrency subject matter expert and educator.
A private label credit card is a type of credit card that's restricted to a specific retailer or brand.
A private label credit card is a type of branded credit card that can only be used with a specific retailer or brand. Banks partner with retailers and brands to extend a revolving credit line to cardholders. The bank provides the funding for the transactions, while the retailer handles marketing the cards and encouraging credit card applications. Citi, Synchrony, and Comenity Bank are examples of private label credit card issuers.
Stores offer private label credit cards to boost sales and maintain customer loyalty. Some private label credit cards are part of the store's customer loyalty program, which allows cardholders to accumulate rewards that can be used as a discount on a future purchase.
Examples of private label credit cards are:
Alternate name : Store credit card , retail card, closed-loop credit card
Retailers or brands partner with a bank to offer credit cards that incentivize customers to shop within the store. The bank approves new cardholders, finances transactions, and handles payments from cardholders. In turn, the retailer markets the product, soliciting new applications in-store and online.
The bank and retailer share the profits from private label credit card transactions. Merchants may get the added benefit of avoiding payment processing fees on transactions that rely on the card provider's payment system. This makes private label cards more profitable for retailers since processing costs can be more than 4% per transaction with regular credit cards.
As with other types of credit cards, private label cardholders can make purchases against their available credit lines and are required to make a minimum payment each month to avoid being charged a late fee. Unless a promotional rate applies, interest accrues on any balance carried beyond the grace period.
Private label credit cards often offer rewards, discounts, or other incentives to cardholders. These rewards usually can be used only with that specific store or brand, which makes them less flexible than major credit cards or even co-branded credit cards .
Co-branded credit cards include both the store's branding and major card network's logo (Visa, MasterCard, or American Express) and can be used anywhere the card network is accepted.
Private credit cards may also offer promotional financing allowing the cardholder to repay the balance at a low interest rate, 0% interest, or deferred interest . Promotional periods may last up to 60 months. During these periods, the merchant pays the card issuer to make up for lost interest revenue. The longer the promotional period, the more the merchant will have to pay the bank partner to compensate for the lost interest.
Taking advantage of a special financing offer can help you to pay off a large purchase with no interest. However, it's important to understand whether the interest promotion is truly a 0% APR or deferred interest. Under the latter, you'll need to pay the full balance before the promotional period ends. Otherwise, the full amount of interest dating back to your purchase will be added to your balance.
Because they're not backed by a major credit-card processing network, you can usually only use them at the retailers or the retailers’ sister brands. For example, you can use an Old Navy store card for purchases at Gap, Banana Republic, and Athleta. This is the main drawback of using a private label credit card—they don't offer the versatility of a major credit card.
Private label credit cards tend to have higher interest than other credit cards, too, which makes carrying a credit card balance more expensive.
Some retailers may require you to forgo earning rewards on your purchase if you choose promotional financing.
It may be easier for consumers with new or damaged credit to get approved for a private label credit card, so these can be a good option for building your credit . After establishing a positive payment history with the private label card, it may be easier to get approved for a major credit card.
Easier to qualify for than other types of cards
Co-branded credit cards offer many of the benefits of private label credit cards, like the ability to earn brand-specific rewards and discounts, but you can use them anywhere (not just at the retailer).
General-purpose or “flexible” rewards credit cards are not associated with a specific brand, you can use them anywhere the card network is accepted, and they still allow you to earn rewards on your purchases. Rewards earned on general-purpose credit cards aren't restricted to a specific retail or brand.
Synchrony. " 2020 Annual Report ," Page 18. Accessed June 9, 2021.
Julia Kagan has written about personal finance for more than 25 years and for Investopedia since 2014. The former editor of Consumer Reports , she is an expert in credit and debt, retirement planning, home ownership, employment issues, and insurance. She is a graduate of Bryn Mawr College (A.B., history) and has an MFA in creative nonfiction from Bennington College.
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A Discover card is a credit card brand that is issued by the American financial services company, Discover Financial (DFS).
Payment is the transfer of one form of goods, services, or financial assets in exchange for another form of goods, services, or financial assets.
A gift card is a type of prepaid debit card loaded with funds for future use. Open loop cards can be used at many merchants, closed loop at just one.
A debit card lets consumers pay for purchases by deducting money from their checking account. Learn how debit cards work, their fees, and pros and cons.
Credit cards are a way of borrowing money for hopefully short periods of time. Find out which kind of credit card might be right for you.
A Visa card is any type of payment card that uses the Visa network and is branded by Visa Inc.
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Thomas J Catalano is a CFP and Registered Investment Adviser with the state of South Carolina, where he launched his own financial advisory firm in 2018. Thomas' experience gives him expertise in a variety of areas including investments, retirement, insurance, and financial planning.
A private label credit card is a store-branded credit card that is intended for use at a specific store. A private label credit card is a type of revolving credit plan managed by a bank or commercial finance company for either retail or wholesale manufacturers, such as department and specialty stores. Private label credit cards do not carry a credit card network logo such as Visa or Mastercard and generally are not accepted by other merchants.
The private label credit program allows retailers to offer more lenient and extended terms to customers than they could otherwise. Many stores offer private label credit cards to their customers to encourage them to spend more by offering the convenience of a credit card and deferred payment. In addition, when a customer makes a purchase with a private label credit card, they will usually earn loyalty rewards, such as a discount on a future purchase. In this way, a private label credit card can encourage repeat business and customer loyalty. Private label cards can also make shopping more convenient for customers through features such as returns without receipts.
Private label credit card programs partner with a third party financial institution to manage the card program for the business. These third-party partners perform several functions. These include the issuance of cards, funding of credit, and the collection of payments from customers. The financial institution and the retailer jointly establish the criteria for credit. The financial institution is then responsible for the underwriting and card issuance process.
Private label credit cards are similar to other credit cards in that they charge interest if you carry a balance, charge a fee if your payment is late and have a grace period if you don’t carry a balance and paid your previous credit card bill in full and on time. They are also similar to other credit cards in that while private label credit cards do not carry a payment network's logo, they are still backed by a payment processor and issuing bank. The payment processor makes it easy for stores to offer private label credit cards by offering cards that work with the store’s existing terminals and point-of-sale equipment.
Target is one of many retailers that offer a private label credit card as of 2020. Called the RedCard , it gives consumers 5% off all purchases at the point of sale, free shipping on most online purchases and an extra 30 days on top of the standard return policy applicable to get a refund for unwanted purchases. Similarly, Nordstrom offers a private label credit card that gives customers $40 off a future purchase if you use your card the day it's approved.
Nordstrom also offers a co-branded Visa card that gives store-specific benefits, rewards on all purchases and can be used anywhere Visa is accepted. Target once offered this type of product as well but no longer offers a general use or full service credit card. This type of comprehensive credit card is common from private label retailers. Borrowers with a good credit profile and high credit score are likely to be approved for a full-service credit card that receives the benefits offered from the retailer while also being accepted at other merchants as well.
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