Americans are holding more private-label credit cards than ever—store-branded cards tied to specific retailers rather than major networks like Visa or Mastercard. These cards, often pushed with promises of discounts or perks, are piling up in wallets across the country.
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Data for today’s episode is provided by Javelin Strategy & Research’s Report: Credit Card Data Book, Part 1: Risk and Opportunity Metrics in a Trump 2.0 Business Environment
Number of Private-Label Credit Cards Owned
- 41% of people who own a private-label card own 1 card.
- 28% of people who own a private-label card own 2 cards.
- 23% of people who own a private-label card own 3-5 cards.
- 8% of people who own a private-label card own 6 or more cards.
Source: Javelin Strategy & Research, North American PaymentsInsights (2024)
About Report
The 2025 U.S. credit card landscape appears steady, with economic momentum carrying over from the previous year. However, shifting political priorities under the new administration could introduce policy changes worth monitoring—particularly around tariffs and proposed, though unlikely, interest rate caps. This report from Javelin Strategy & Research—part one of a two-part series—explores the broader economic and regulatory forces shaping consumer credit card programs. It also offers strategic guidance for issuers navigating the evolving environment.