US Private Label Credit Cards Market Report 2021


Dublin, June 10, 2021 (GLOBE NEWSWIRE) — The “Private Label Credit Cards in the US, 12th Edition” report has been added to’s to offer.

This report covers the U.S. private-label credit card (PLCC) market, including retail cards, focusing on features and benefits analysis of retail credit card programs, retail card strategies, and growth trends.

More specifically, the report:

  • Analyzes the impact of COVID-19 on the retail sector and the private-label credit card market.
  • Provides an analysis of major retailers’ strategies to innovate/stay afloat during COVID-19’s period of unprecedented stress on the retail economy.
  • Provides an overview of the future strategies of the best private-label credit card issuers. Those issuers include Alliance Data Systems, Citi Retail Services, Capital One, Synchrony Financial Services, TD Bank and Wells Fargo.
  • Conducts an in-depth analysis of seven private-label credit card programs from the context of the retailer’s loyalty program and its outcomes. Program analysis of American Eagle, Forever 21, Kohl’s, Macy’s, Target and Victoria’s Secret are included. Each profile includes survey-based analysis of customer demographics.
  • Evaluates consumer use of private-label credit cards, segmented by retailer type, including the type of card they use most, and what features and benefits would entice private-label credit card holders to use this purchase method more often.
  • Loans outstanding and purchase value estimates for the US private-label credit card (PLCC) market are provided for 2019 and 2020, and loan outstanding and purchase value forecasts for 2021-2022.

Main topics covered:

Management summary

  • Scope of the report
  • Reporting methodology
  • Market performance context
  • Market size and growth
  • Best Private Label Credit Card Publishers
  • Alliance data systems
  • Capital One
  • Citi Retail Services
  • Synchrony Financial
  • TD Bank
  • Wells Fargo
  • Consumer trends for private label credit cards
  • 55% have private label credit cards
  • Save Map Usage and Demographics
  • Market size and growth
  • Market Background
  • The first credit cards were store-specific
  • Retailers sell credit card portfolios to financial services companies
  • Key benefits for retailers: data and loyalty
  • Big advantage for cardholders: purchasing power
  • Market performance
  • Market performance context

Market size and growth

  • Retail and private label credit card performance drivers
  • The COVID economy
  • Store sales stagnate, e-commerce soars
  • Amazon Stumbles Gave Big Box Retailers a Chance
  • Concerned retailers filed for bankruptcy
  • Some Big Box Retailers Reinvented Their Business After the Great Recession
  • In 4Q 2020, issuers brought in available credit
  • Broad retail adoption of BNPL accelerated by pandemic
  • Retailer loyalty programs are increasingly separated from PLCC enrollment

Profiles of the best private label credit card issuers

Alliance data systems

  • Overview
  • Alliance data highlights company-wide changes to address market realities
  • ADS in Installment POS Loan
  • Business strategy
  • Business segments
  • Financial costs increase turnover
  • Competitive Positioning
  • An evolving customer base
  • Key Positioning: Primary Provider of Marketing, Loyalty and Payment Services
  • Other Competitive Strategies
  • Private label credit card partners
  • Williams-Sonoma
  • Other partners

Capital One

  • Program Partners
  • walmart
  • Kohls
  • Neiman Marcus
  • Hudson’s Bay Company

Citi Retail Services

  • Activity and acquisitions
  • Top four retail partners
  • Other partners

Synchrony Financial

  • Retail card sales platforms
  • Payment Solutions
  • CareCredit
  • Business strategies for 2021 and beyond
  • Loan, Interest and Fees
  • Growth strategies

TD Bank

  • Nordstrom
  • Target
  • Other partners

Wells Fargo

  • Six turnkey PLCC financing solutions
  • Moving to sell, decides to keep private label card segment

Profiles of selected Private-Label credit card and loyalty programs

American Eagle

  • Aerie brand
  • Key business priorities and strategy
  • Loyalty is real reward(s)
  • The app for real rewards

Forever 21

  • Afterpay’s BNPL service at the checkout in the store


  • Relying on Loyal Customers to Survive the Pandemic Year
  • Drive sales through targeted and personalized communication
  • The Kohl’s App: Fame breeds fame. and sales


  • Countertop Marketing Strategy
  • Customer base
  • Media network
  • Current Guidance
  • Rewards program
  • Top customers represent 30% of the chain’s revenue
  • Retooled Rewards program includes non-card-using shoppers
  • Macy invests in Klarna, the largest BNPL provider
  • Macy’s app is both simple and richly featured
  • The Marketing Corner
  • After closing stores, Macy’s tries new concepts to complement markets

Neiman Marcus



  • Human Capital Investments and Distribution Made Target Pandemic Read
  • Target Circle brings non-RedCard shoppers to the marketing engine

Victoria’s Secret

  • Overview
  • From 2015 to early 2020, Victoria’s Secret’s market share fell by half
  • Chain misses the mark on feminine sexy, comfort and fit Female
  • Alliance Data Introduces Contactless Shopping Cards for Victoria’s Secret and PINK
  • US Is Using Rapidly Escalating Rewards To Pursue Part Of The Wallet
  • The Marketing Corner: Reconciling USA and PINK

Trends in the use of private label cards

  • Private Label Credit Cards in Context
  • 72% have credit cards
  • 55% have private label credit cards
  • Private-Label Card Psychographics
  • Save card usage
  • Save User Card Demographics
  • Historical trending customer base for selected private label store cards


For more information about this report, visit


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