The Dirty Secret About Credit Card Rewards: Who’s Paying?

By Robert McGarvey

Sure, I get a kick out of mentally counting my cashback and other rewards – in recent weeks 1200 Amex points via Rakuten just for filing my taxes with H & R Block, maybe $25 in credits at Amazon because I used a particular Chase credit card, $35 at Discover for buying groceries; another $35 for buying more groceries with the Amex Blues Preferred, $10 a day at a Hilton stay for food purchases because I have elite status via Amex Plat and the list could go on.

You get the idea: every month I am getting well over $100 in rewards just because I have and use particular credit cards.

Now chew on this: “Credit card perks for educated, usually urban professionals are being subsidized by people who have less. In other words, when you book a hotel room or enjoy entry to an airport lounge at no cost, poor consumers are ultimately footing the bill.”

That’s from a New York Times op-ed written by a Stanford finance prof and a grad student.

Their piece explores the question: what pays for our perks?

That question matters because – obviously – perks are increasing, Just look at the many card acquisition bonuses that today cross $1000 in value. What’s paying for that?

Reality #1: It’s not our imagination. Perks are getting richer.  Write the Stanford duo: “In 2022, the Federal Reserve published data showing that the cost of rewards, as a share of total transaction volume on credit cards, increased 25 percent from 2015 through 2021.”

Reality #2: Maybe credit card issuers swallow some of the increased costs as marketing expenses but they don’t swallow all of it.  How do they cover these costs? Per the Stanfords it’s via what’s called interchange fees which are the charges imposed on merchants when they accept a credit card in payment. On a $1 purchase, a merchant will in fact get somewhere between 94 cents and 98 cents depending upon their deal with the credit card outfits and the card used in the transaction.

Except the interchange fees apparently have been climbing, to cover the costs of our perks.  Claim the Stanfords: “A recent study at Stanford found that when credit card rewards increase, so do these fees.”

In that study Lulu Wang, another Stanford graduate student, says: “Data on bank payment volumes and consumer payment preferences suggest that consumers are sensitive to rewards, but merchants are insensitive to fees.”

They may be insensitive but that’s because they pass them on. Writes Wang: “Merchants pass on merchant fees to retail prices, creating a regressive transfer from cash and debit card consumers to credit card consumers.”

Therein is the nub of the whole argument.  When Chase hands out 100,000 points to a new Sapphire Preferred cardholder, we all pay a bit more at retail to cover that cost – and that’s true whether we have a Chase card or not, indeed whether we have any credit cards or are simply hand to mouth cash paying customers.

Can’t the cost of credit cards be passed on by the merchant to consumers? That was not legal until 2013 but now almost all states allow merchants to impose a credit card surcharge.  (Connecticut and Massachusetts still outlaw surcharges.)

Me, I live in Arizona, which allows surcharges, but I can’t say I have seen any except at gas stations.

Which means that all the other places I shop the surcharges are eventually paid for by all consumers in the form of higher prices.

You might think we are quibbling over pocket change. Wang disagrees.  He writes “consumers receive around $50 billion per year in rewards to use cards.”

That’s a mighty big pocket. 

The Stanford op-ed authors sum this up: “Lower-income consumers are forced to pay higher prices on the goods they buy, but they rarely receive any benefit from rewards programs, according to the Federal Reserve, which has been tracking the distributional effects of card rewards. Its December 2022 report estimates an annual redistribution of $15 billion in rewards value from poorer people to richer people”

Understand, this analysis does not necessarily apply to airline miles, at least ones awarded for actual travel. Many other factors are involved in calculating the costs to airlines, not least of which is that at most carriers the goal is to “sell” seats that otherwise would go empty. That math gets very complicated.

As for rewards on other purchases…I don’t know what I plan to do.  

But the math is disturbing.  Very disturbing.

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