Credit card companies often promote introductory offers to attract new customers—but who finds these deals most appealing? By looking at consumer interest across different income ranges, we can start to see patterns in how people respond to these promotions.
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Data for today’s episode is provided by Javelin Strategy & Research’s Report: Credit Card Acquisitions: An Intro to Introductory Offers
Interest in Credit Card Intro Offers Across Income Groups
- 52% of consumers making less than $50,000 desire intro offers.
- 58% of consumers making $50,000-$74,999 desire intro offers.
- 58% of consumers making $75,000-$99,999 desire intro offers.
- 57% of consumers making $100,000-$149,999 desire intro offers.
- 60% of consumers making more than $150,000 desire intro offers.
Source: Javelin North American PaymentsInsights, 2025
About Report
Between 2016 and 2025, the number of U.S. adults rose by just 10%—but credit card openings surged nearly five times faster. During that same window, consumers racked up over $360 billion in revolving credit card debt. Despite economic uncertainty, issuers continue to aggressively pursue growth, often sweetening the deal for new customers with limited-time offers. These upfront incentives—like welcome bonuses and temporary 0% APR—can jumpstart spending and boost account engagement.
While effective, these perks come at a cost, especially for premium and rewards-based cards. To manage the financial hit, issuers rely on specific accounting practices that allow them to spread out the expense of these offers across the expected lifespan of the account. This strategic approach contrasts with the immediate outlay required for traditional marketing spend. In this Javelin report, we explore the role of credit card accounting standards in enabling introductory promotions and how they support long-term acquisition strategies.
