With all the attention being paid to the soaring cost of gasoline, there's one price component that could easily be lowered that hasn't gotten a lot of attention: interchange. Americans pay about 10 cents/gallon or $2/tank (20 gallon) in interchange fees. Compare this with the estimated benefit of drilling in ANWAR--3.5 cents per gallon by 2027. Tremendous political energy that has been spent over drilling in ANWAR. If we're really interested in reducing gasoline prices, then reforming the interchange fee system presents an option of immediate savings that would far outstrip ANWAR. Of course, the maximum savings would be less than from a federal gas tax (18.4 cents/gallon), but a gas tax holiday isn't permanent. (I'm putting aside the question of whether we should want pricing that encourages fossil fuel consumption.)
Fortunately, the good folks at Visa are looking out for the American consumer. And out of concern for American drivers, Visa has adjusted its interchange rate schedule. Unfortunately, there's more than meets the eye to Visa's apparent benevolence and desire to "Help Ease Pain at the Pump." The devil, of course, like so many things in the card industry, is in the details.
When you go to the gas station and you use a Visa card, the gas station will pay its acquirer bank a merchant discount fee that consists of the interchange fee plus some thin profit margin for the acquirer. For simplicity's sake, let's just say that the merchant pays interchange and ignore the acquirer's margin.
So currently, if you fill up your tank and pay at either a service station or an automatic fuel dispenser with a Visa card, the interchange fee will be is a five or ten cent flat fee plus between 1.43% and 2.10% of the purchase price (depending on rewards level). So on a $50 tank of gas, you're paying your credit card issuer that's between $.80 and $1.15. I'm going to use the $1.15 for illustrative purposes.
Let's say you can buy 12 gallons of gas for $50, so gas is $4.17/gallon (close to the national average). If you weren't paying the interchange fee, you'd be getting 12 gallons for $48.85. That means gas would be $4.07/gallon. In other words, you're paying 10 cents a gallon to your credit card issuer. And that's before any interest or late fees, etc. For smaller purchases, the credit card tax on gasoline gets higher because of the flat fee. And if the price of gas/gallon is higher, then interchange represents an even greater cost per gallon.
[For debit, Visa's interchange fee is .70% plus 17 cent flat fee, but debit card transactions at service stations often result in debit card holds--much large notional charges--that can limit the cardholder's available funds for a few days. I'm going to leave the debit card hold issue aside for now.]
So what has Visa done in response to the "Pain at the Pump"?
Visa instituted a new interchange fee for all gas stations of 1.5% 1.15% of transaction price plus 25 cents, regardless of the level of rewards on the card. Because of the increased flat fee, consumers making high dollar amount transactions will pay less, but consumers with small transactions will pay more. Where is the dividing line? It depends on whether you were using an exclusive Visa Signature Preferred Card (2.10% + 10 cents) or a mass market rewards card like Visa Signature or Traditional Rewards (both 1.65% + 10 cents) or a non-rewards card (1.50% + 5 cents). If you are wealthy enough to land a Visa Signature Preferred Card, this means the cost of interchange to the gas station (and thus ultimately to you) will be less on transactions over $15.79. If you have a regular rewards card, then the savings kick in at $30. And if you don't have a rewards card at all, then the new rates are actually more expensive for the station for all transactions under $57. [Correction 7.2.08]
Does this new structure actually represent a lowering of interchange costs for gas stations? It depends on the card mix and the purchase prices. If everyone in town drives a Hummer and has a Visa Signature Preferred Card (Greenwich?), then this is a great program. But if most people have plain vanilla cards and aren't letting their tanks get bone dry, then that $57 threshold is pretty high; I rarely exceed $57 for a single gas purchase with my thirsty minivan. That'd mean that gas stations would be paying even more in interchange and the price to consumers would go up even more.
Surely Visa looked at card usage data and concluded that it would actually be more profitable to lower percentage fees while increasing the flat fee. Visa is a for-profit company, after all, and there's no tax write-off to helping consumers. So it is easy to see a scenario in which Visa gets the PR boost for trying to help consumers, while actually sticking it to them.
Curiously, the Visa move also undercuts Visa's litigation and lobbying position, that interchange is just an interbank fee. By announcing its "lowering" of interchange rates as a move to help consumers, Visa implicitly acknowledged that interchange contributes to consumer costs. (The best empirical evidence that interchange is passed on to consumers also comes from the gas station industry.) Interchange is not just a Main Street vs. Wall Street issue. It is also a consumer issue.
All of this points at the need to think about ways of reforming the interchange system. One possibility is that it will be done through the courts. Another possibility is that it will be done legislatively. Interchange week will continue with a post about the Credit Card Fair Fee Act.
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