Card Spending and Geography: Some Surprises

It probably wouldn’t surprise you to find that people living in Hawaii, Alaska or Wyoming are more likely to act on a direct response marketing pitch. After all, residents of those states tend to be pretty far removed from high density retail environments. But you might be surprised to learn that what credit, debit or prepaid card a consumer uses may be linked to the geographic region in which she lives.

Those are just a few of the findings in a new report issued by Litle & Co., a processing company with a long list of direct response clients. Litle officials say the data, which they’ve published in visual as well as text format, reveals a number of distinct patterns to consumer card spending behavior that is proving useful to merchants and others planning marketing campaigns.