New Survey: Americans Highly Value Their Credits Cards, Oppose Policy Changes that Threaten Card Reward Programs

Consumers Want Retailers to Take Responsibility for Accepting Card Payments

U.S. adults overwhelmingly believe that retailers should be responsible for the costs associated with accepting credit card and debit card purchases. By a 6-to-1 margin (69% vs. 11%), consumers say that retailers should pay for the convenience and infrastructure to offer customers the ability to use a credit or debit card for purchase, as opposed to those who say retailers should charge customers for using a credit or debit card. In addition, seven-in-10 (68%) said they would oppose lowering debit interchange fees for retailers if it meant banks would have to increase fees for checking accounts.

"Consumers are acutely aware of the many benefits America's retailers and merchants enjoy from accepting card payments, including increased sales, improved cash flow, enhanced customer convenience and the ability to reach a wider customer base," said Nichols. "Unfortunately, corporate megastores remain focused on trying to pad their profits by not paying their fair share to maintain, protect and upgrade our nation's highly efficient payments system."

Consumers are Concerned About Government Price Controls

When asked for their thoughts on government proposals to cap credit card interest rates, two-thirds of consumers said they oppose doing so if it means added or increased fees for using credit cards such as annual fees (66%), or increased fees or other costs on other financial products or services (63%). Earlier this year, legislation was introduced in Congress that, if passed, would institute government price controls on credit card interest rates. In addition to increased costs, its enactment would have a devastating effect on access to credit for individuals and small business owners across the country, especially for those who need it the most.
ABA released an accompanying infographic highlighting some of the survey results. The data released today is the latest in a series of results gauging U.S. consumers' preferences and opinions regarding banks and their services. ABA recently released additional survey data showing that Americans rank banks above other industries for fraud protection, support consistent rules for data sharing, are happy with their bank and banking options, and more. The full results for today's survey questions are as follows:

When asked "How satisfied are you with your current credit card(s)?" consumers provided the following answers:

• Very satisfied - 59%
• Somewhat satisfied - 35%
• Not too satisfied - 4%
• Not at all satisfied - 1%
• Don't know/no opinion - 2%

When asked "How much do you value each of the following? - The convenience of using your credit card(s)," consumers provided the following answers:

• A lot - 65%
• Some - 29%
• Not much - 5%
• Not at all - 0%
• Don't know/no opinion - 1%

When asked "Do you have at least one credit card that offers rewards (e.g. cash back, airline miles, etc.)?" consumers provided the following answers:

• Yes - 82%
• No - 14%
• Don't know/no opinion - 3%

When asked "How much do you value each of the following? - The rewards program on your credit card(s)," consumers provided the following answers:

• A lot - 49%
• Some - 41%
• Not much - 8%
• Not at all - 1%
• Don't know/no opinion - 1%

When asked "How disappointed would you be to lose the rewards program on your card(s) due to government regulatory changes?" consumers provided the following answers:

• Very disappointed - 39%
• Somewhat disappointed - 29%
• Not too disappointed - 14%
• Not at all disappointed - 7%
• Don't know/no opinion - 12%

When asked "Do you agree or disagree with the following statement? Merchants and retailers get significant benefit from being able to accept credit cards for payment," consumers provided the following answers:

• Strongly agree - 37%
• Agree - 43%
• Disagree - 6%
• Strongly disagree - 1%
• Don't know/no opinion - 14%

When asked "Should retailers pay for the convenience of customers using a credit or debit card as part of their cost of doing business or should they charge customers for using a credit or debit card?" consumers provided the following responses:

• Retailers should pay for the convenience and infrastructure to offer customers the ability to use a credit or debit card for purchases - 69%
• Retailers should charge customers for using a credit or debit card for purchases - 11%
• Don't know/no opinion - 20%

When asked "Would you support or oppose lowering debit interchange fees for retailers if it meant banks would have to do each of the following? - Increase fees for checking accounts," respondents who have a bank account provided the following responses:

• Strongly support - 8%
• Somewhat support - 12%
• Somewhat oppose - 25%
• Strongly oppose - 43%
• Don't know/no opinion - 12%

When asked "Would you support or oppose capping credit card interest rates if it meant any of the following consequences? - Add or increase fees to use a credit card (such as annual fees)," respondents provided the following responses:

• Strongly support - 7%
• Somewhat support - 15%
• Somewhat oppose - 25%
• Strongly oppose - 41%
• Don't know/no opinion - 11%

When asked "Would you support or oppose capping credit card interest rates if it meant any of the following consequences? - Raise fees and costs on other financial products and services," respondents provided the following responses:

• Strongly support - 7%
• Somewhat support - 17%
• Somewhat oppose - 28%
• Strongly oppose - 35%
• Don't know/no opinion - 14%

About the Survey
This poll was conducted by Morning Consult on behalf of the American Bankers Association from October 1-6, 2025, among a national sample of 4,403 adults split into two representative groups for specific question sets (Split Sample A n=2,173 | Split Sample B n=2,230). The interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 1 percentage point.

In Depth

• Payments
• Credit Cards