Purchase volume on private label store cards has grown from $77.69 billion in 1991 to $196.34 billion in 2016. Purchase volume on store cards grew by 153% over that period, while all other credit cards grew by 756%. As a percentage of purchase volume on all credit cards, store cards have seen their market share fall from 17.49% in 1991 to 5.89% at year-end 2016. Over the last 25 years, some store card purchase volume has been lost to co-branded Visa, Mastercard, American Express, and Discover cards. Nearly every major national and regional retail chain has a co-brand partnership. However, t...