Branded benefits: How to make private label credit cards work for you

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What is a private label credit card program?

When it comes to shopping for anything, big or small, consumers have several payment options, including traditional cash, general-purpose credit cards, digital payment or store-branded private label credit cards.

Here's a quick overview of each option:

  1. Use cash to pay in full: This option requires having that cash on hand, which is becoming less and less common in today's digital age.
  2. Use a general-purpose credit card: This allows some financial flexibility, but doesn’t typically come with any special benefits or provide the opportunity to earn rewards at stores you shop at frequently.
  3. Use digital payment options (e.g., PayPal and Apple Pay): This is a convenient, mobile solution that serves the needs of today’s consumer.
  4. Use a private label credit card: These are store-branded credit cards you can use at a specific retailer. Private label credit cards give consumers an alternative that may come with exclusive benefits – and an opportunity to earn rewards, depending on the retailer.

Benefits of private label credit card programs

  • Before applying for a private label credit card, understand what it means.

    Some private label credit cards give qualifying shoppers the option to finance purchases or offer special perks and benefits for being a loyal customer. The credit card can only be used at a particular brand’s retail stores.

  • Private label credit cards can help build a stronger credit profile.

    It’s important to use private label credit cards responsibly. On-time payments are crucial to keeping your account in good standing. Banks that service credit card programs, like Comenity Bank, report to the credit bureaus. This means if consumers keep their credit card account in good standing, they can use private label credit cards to help bolster their credit score.

  • Find out if the retailer offers special financing.

    For qualifying cardmembers, special financing may be available. Make sure to read the credit card agreement for more details and to learn more about the terms and interest rates.

  • Take advantage of brand benefits.

    Private label credit cards offer brand-specific rewards over general-purpose cards. Regular shoppers can earn exclusive rewards and special offers, which can lead to significant opportunities for savings.


Looking for more tips for better credit and money management? Check out Comenity’s financial education resources.

This page and the information contained herein is for educational purposes only. The information is not intended to provide legal, investment, or financial advice or to indicate the availability or suitability of any product, service or strategy to your unique circumstances. For specific advice about your unique circumstances, you may wish to consult a qualified professional. Any links to other websites are included for your convenience only. Comenity does not endorse any product or service, and is not responsible for the accuracy or reliability of the information, made available through such sites.