The survey finds that the average consumer has at least two credit cards in his wallet; affluent consumers have several more. These shoppers, who report an annual household income of $50,000 or more, have more credit cards than the average shopper and tend to exercise those cards more frequently. Affluent shoppers are more likely than other customer segments to possess store credit cards.

The research reveals that the largest share of affluent shoppers are between the ages of 35 and 54, a time that typically coincides with peak income. Specifically, 39 percent of consumers in this age group have household incomes starting at $50,000 and ranging beyond $150,000. Still, underestimating the wealth of consumers at either end of the age spectrum is a mistake. Twenty three percent of shoppers ages 18 to 34 and 23 percent of those 55 and older report household incomes between $50,000 and $99,999.

Shoppers' proclivity for store cards suggests an opportunity for retailers to drive more frequent usage. Retailers often persuade shoppers to acquire a store card by offering 10 percent to 15 percent off a sale item. But it appears that all too often the relationship ends there. Shoppers are not re-using the cards, a reaction that may be linked to the high interest rates associated with store cards.

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