U.S. Private Label Credit Cards 2021 Report with Alliance Data Systems, Citi, Capital One, Synchrony, TD Bank, Wells Fargo, American Eagle, Forever 21, Kohl’s, Macy’s, Target and Victoria’s Secret

DUBLINJune 11, 2021 / PRNewswire / – The “Private Label Credit Cards in the United States, 12th Edition” the report was added to ResearchAndMarkets.com offer.

This report covers the United States Private Label Credit Cards (PLCC) Market including Retail Cards with an emphasis on the characteristics and benefit analysis of retail credit card programs, strategies for retail maps and growth trends.

More specifically, the report:

  • Analyzes the impact of COVID-19 on the retail industry and the private label credit card market.
  • Provides analysis of major retailers’ strategies to innovate / stay out of the water during the period of unprecedented stress of COVID-19 on the retail economy.
  • Describes the future strategies of major private label credit card issuers. These issuers are Alliance Data Systems, Citi Retail Services, Capital One, Synchrony Financial Services, TD Bank and Wells Fargo.
  • Performs an in-depth analysis of seven private label credit card programs in the context of the retailer’s loyalty program and its results. Analysis of American Eagle, Forever 21, Kohl’s, Macy’s, Target and Victoria’s Secret programs is included. Each profile includes survey-based analysis of customer demographics.
  • Evaluates consumer use of private label credit cards segmented by type of retailer, including the type of card they use most frequently, and what features and benefits would encourage private label credit cardholders to use this purchasing method more frequently.
  • Outstanding loans and purchase value estimates for the U.S. Private Label Credit Card (PLCC) market are provided for 2019 and 2020, and forecast of outstanding loans and purchase value are provided for 2021-2022.

Main topics covered:


  • Scope of the report
  • Methodology of the report
  • Market performance context
  • Market size and growth
  • Major private label credit card issuers
  • Alliance data systems
  • A capital letter
  • Citi Retail Services
  • Synchrony Financial
  • TD Bank
  • well Fargo
  • Consumer Trends for Private Label Credit Cards
  • 55% have private label credit cards
  • Store card usage and demographics
  • Market size and growth
  • Market context
  • The first credit cards were specific to retailers
  • Retailers sell credit card wallets to financial services companies
  • Key Benefits for Retailers: Data and Loyalty
  • Major advantage for cardholders: purchasing power
  • Market performance
  • Market performance context

Market size and growth

  • Retail and Private Label Credit Card Performance Factors
  • The economics of COVID
  • In-store sales plummeted, e-commerce exploded
  • Amazon Stumbles gave big box retailers an opportunity
  • Distressed retailers have filed for bankruptcy
  • Some big box retailers have redesigned their operations after the great recession
  • In Q4 2020, issuers drew on available credit
  • Large scale retail adoption of BNPL accelerated by pandemic
  • Retailer loyalty programs increasingly separate from PLCC registration

Profiles of the best private label credit card issuers

Alliance data systems

  • Overview
  • Alliance Data Insists on Enterprise-Wide Change to Meet Market Realities
  • ADS in POS Installment Loan Business
  • Business strategy
  • Operating segments
  • Financial charges generate income
  • Competitive positioning
  • An evolving clientele
  • Key Positioning: Leading Provider of Marketing, Loyalty and Payment Services
  • Other competitive strategies
  • Private Label Credit Card Partners
  • Williams-Sonoma
  • Other partners

A capital letter

  • Program partners
  • Walmart
  • Kohl’s
  • Neiman Marcus
  • Hudson’s Bay Company

Citi Retail Services

  • Activity and Acquisitions
  • The top four retail partners
  • Other partners

Synchrony Financial

  • Retail card sales platforms
  • Payment solutions
  • Care Credit
  • Business strategies for 2021 and beyond
  • Growth in loans, interest and fees
  • Growth strategies

TD Bank

  • Nordstrom
  • Target
  • Other partners

well Fargo

  • Six turnkey PLCC financing solutions
  • Shift to sales, decision to retain the private label card segment

Selected private label loyalty and credit card program profiles

American eagle

  • Brand Aérie
  • Key business priorities and strategy
  • Loyalty is a real reward
  • The app for real rewards

Forever 21

  • BNPL Afterpay service when paying in store


  • Relying on Loyal Customers to Survive the Year of the Pandemic
  • Drive sales through targeted and personalized communications
  • Kohl’s app: Familiarity breeds familiarity. And sales


  • Marketing strategy for kitchen sinks
  • Customer base
  • Media network
  • Current orientation
  • Rewards program
  • Top customers account for 30% of the chain’s revenues
  • Redesigned rewards program includes card-less shoppers
  • Macy invests in Klarna, the largest BNPL provider
  • Macy’s app is both simple and feature rich
  • Marketing angle
  • After store closures, Macy’s tries new concepts to fill markets

Neiman Marcus



  • Investments in human capital and distribution have been targeted in the event of a pandemic
  • Target Circle Brings Non-RedCard Buyers Into The Marketing Engine

Victoria’s Secret

  • Overview
  • From 2015 to early 2020, Victoria’s Secret market share dropped by half
  • The chain lacks the mark on the sexy woman, comfort and fit
  • Alliance Data Introduces Contactless Store Cards for Victoria’s Secret and PINK
  • VS uses fast escalating rewards to pursue wallet share
  • The marketing angle: reconciling VS and PINK

Trends in the use of private label cards

  • Private label credit cards in background
  • 72% have credit cards
  • 55% have private label credit cards
  • Private Label Card Psychography
  • Using the store card
  • Store card user demographics
  • Historically trending customer base for select private label store cards


For more information on this report, visit https://www.researchandmarkets.com/r/u28src

Media contact:

Research and markets
Laura Wood, senior
[email protected]

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SOURCE Research and Markets

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